ART IS GREAT EXPORT


“Music and film are among the greatest exports Iceland has. It is too bad that during these tough times and the decrease of funding, the film industry in Iceland is hit so hard. Art in general is a great export product and an important representation of Iceland (and of any country for that matter). I think music has already helped Iceland a lot. Look at Björk and Sigur rós, and now Jónsi. Tey have intentionally and unintentionally done so many good things for Iceland and Icelandic culture.”


elevators. Most people in the music industry have an order to fulfil, bosses to report to, clients to make happy, and consumers who buy our products. Many of us are fulfilling other people’s needs and we are not 100% expressive in what we are as artists. Tat’s why it’s called the music business, or the music industry. It is important for all artists to find time to express who they really are, and I am guilty of spending way too much time making other people happy, and fulfilling orders rather than doing exactly what I want to do. I do plan to change that.“


CREATIVITY IS WORK “When working on a deadline it is important to just


“get to work” and sit down and start coming up with something on the piano. Sometimes ideas come quickly, but sometimes it’s a struggle. Te best ideas tend to come “automatically” or “from above”. I make sure I have sketch books lying around, and I frequently sing my ideas into my iPhone. It is important to record these ideas quickly, as they can leave your mind as quickly as they enter.” It is a technology driven industry „Innovation is crucial for development in anything. Everything today is very technology based, in all industries. I had to force myself to embrace technology in


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