Top left: Jennifer Gunn, Miss Tati, Kine Lundervold, Amira Mortaq Ali, ISÁK, Charlotte Bendiks.
Charlotte Bendiks, ISÁK and Miss Tati are the first Norwegian artists selected in the Keychange talent development program. In addition, Jennifer Gunn, Kine Lundervold and Amira Morstaq Ali have been selected to be the Norwegian participants in the mentoring program for persons in the industry. Oslo World is one of the official partner festivals in Keychange 2.0, a project aimed at increasing the diversity of the global music scene.
Artists and persons in the industry from 12 different countries have been selected by music industry experts to participate in Keychanges talent development program in 2020. A total of over 650 applications were processed, and there is a huge range in scope – from Estonian singer and violinist Maarja Nuut to Belin-based pop artist DENA.
The Norwegian artists selected to participate in the Keychange program are DJ Charlotte Bendiks, the Sami pop group ISÁK and the modern soul artist Miss Tati. In addition, Jennifer Gunn, Kine Lundervoldand Amira Morstaq Ali have been selected for the talent development program for industry players.
The Keychange project, which is led by Reeperbahn Festival, PRS Foundation and Musikcentrum Öst, aims to make festivals around the world more diverse through incentives, talent development, open discussions and collaboration between festivals.
Oslo World is one of 12 partner festivals in Keychange in addition to the three members of the management, and was one of the first festivals to sign the pledge at the bottom of Keychange 1.0. By doing so, we committed to achieving a 50/50 gender balance by 2022.
Keychange 2.0 involves an extension in several directions. The ambitions are extended to include more forms of representation – gender, sexuality and place of origin. The program takes a holistic perspective on what one wants with diversity, and it also means that festivals and other actors take greater responsibility. Counting the distribution of artists is just one of the tools when we work for a more diverse music scene. If we are to increase the pace of this work, the big players will have to open up to young talent to a greater extent. We need to share more knowledge – not just to enhance growth, but also to make ourselves aware of what is really required in today’s music landscape.
For a festival like Oslo World, it’s not about making the representation itself look good. Working for the greatest possible diversity, whether we are talking about gender, genre and origin, lies at the heart of the festival because that work will expand what both audiences and artists think is possible, what to expect from music experiences. Increased diversity on stage, increasing the competence and opportunities for young people from a variety of origins both in front and behind the stage are long-term investments in larger, more diverse audiences and a wider range of interesting artists. Keychange is not only about changing the political realities of the music field, it is a project aimed at raising the quality that is absolutely necessary in the years to come.
Oslo World, Talent Norway, Music Norway and Norsk Tipping are Norwegian partners in Keychange.
Alexandra Archetti Stølen, Festival Manager Oslo World
– For Oslo World, working for the greatest possible diversity, whether we are talking about gender, genre and origin, lies at the heart of the festival. Our job is in many ways to level the landscape, and in so doing extend what both audiences and artists think is possible. In the long run, increased diversity on stage is an investment in larger, more diverse audiences and a larger pool of interesting artists. That is why we are a partner festival in Keychange. Oslo World had a 60% female share in 2019, but much work remains to be done. The fact that a project looks at both recruitment on and behind the stage is one of the keys to lasting change on the music scene. It will be very exciting to follow the first group of Keychange delegates, three amazing artists and three exciting industry players. says festival director for Oslo World, Alexandra Archetti Stølen.
Kathrine Synnes Finnskog, Director, Music Norway
-This is a unique program that can give many young girls in the music industry an experience and a network early in their career. Keychange 2.0 is an important initiative for female artists to put on par with the guys when it comes to who should be booked, talked or played. It is a program that will both sharpen us in the industry and make us work for better and more equal opportunities, but it also gives the talents the opportunity to talk together, work together and share experiences, network. It gives young girls an important voice – early enough. It has been important for Music Norway to keep up with Keychange, and we are incredibly pleased to be able to follow it even further, says Synnes Finnskog.
Maria Mediaas Jørstad, General Manager of Talent NorwayThrough
-Keychange, Oslo World wants to work to strengthen women’s opportunities in the music industry, and to secure female representation on the global music scene. This is a goal Talent Norway shares. Through our women’s initiative, we work every day to improve structures that maintain gender bias. It is very important for us to know that the female talent meets an industry where they have just as much opportunity to practice their artistic work as their male counterparts, says Maria Mediaas Jørstad, CEO of Talent Norway.
Christina Schäfers, Head of Keychange and Program Manager for the Reperbahn Festival:
-The talent development program is the heart of the Keychange initiative. While the commitment to balance the festival posters motivates organizations to book more diversity, we help the talents find their way to the stage. After having a dialogue with a number of different artists and experts during phase one of the project, we are very pleased to see how an inclusive approach to recruitment has led to a very exciting group of participants in 2020. We are proud to represent several different gender minorities. , and participants from minority groups across ethnicities, genres and career stages. The Keychange team works hard to create a meaningful and impactful program, and we look forward to working with all participants. We are excited about what is in store for them, and we look forward to hosting this incredible group at the big meetings in Stockholm and at the Reperbahn Festival.
More about Keychange 2.0
The program starts a large networking meeting in Stockholm in February. The director is responsible for the Reperbahn Festival in collaboration with the PRS Foundation and the Music Center Öst. The goal is to provide the 74 participants with knowledge and opportunities to take new career steps. The selected are the first of three litters to undergo this program that was announced in the summer of 2019.
In addition to the networking meetings and mentoring program, participants will participate in creative labs at one of the 13 festivals that are partners in the Keychange program, where Oslo World is the Norwegian partner. The announcement of the first litter comes at the same time as the number of organizations that have signed the common goal of gender balance at festivals has passed 300.
Read Keychanges manifest here