Your Royal Highness, Your Excellency, all talented artists, Ladies and Gentlemen,

Edvard Grieg showed us that the Norwegian spirit had an international appeal through classic masterpieces, Jan Garbarek captured the modern jazz-world and a-ha sat a new standard for pop-music in the 80-ies.

In this, the world has been their stage. MIDEM is an excellent example of how further development at the national scene is dependent on networking on the global scene. Hosting the opening party of MIDEM 2002 is a great honour and a unique opportunity for Norwegian talents and the music industry.

Representing the Ministry of Trade and Industry, one might ask: Where does music meet business?

Music has been a global form for communication long before the concept of globalisation was coined. As new technology brings us new communication systems faster than ever, when trade barriers are being dismantled and when the world is getting even closer, we are witnessing how music is becoming one of the most successful export industries in the world. Music is a lot more than merely cultural representation of creativity and innovation.

In the shadows of the Norwegian oil and gas industry, music has grown to become one of our more important export-products.

We have to consider the music sector much in the same way as other industries we regard as important to economic growth and wealth. The music industry, in all its elements, has demonstrated to be international, competitive and innovative. It is capable of delivering products, adapting new technologies, and reflecting knowledge, creativeness and refinement. This is crucial in order to do business in a globalised economy.

Music responds to consumers in today’s markets. We want more than merely a functional object. Products have to appeal to our emotions and values, they have to sell an experience or maybe tell a good story. In addition, our personal preferences will change with age, mood and the need for new impulses throughout our lifetime. Music adapts and responds to these consumer demands, and I think that to a large extent this explains the export success of the music industry.

The stream of new and promising artists, such as those we will have the pleasure to enjoy on stage later this evening, give sign of the potential of Norwegian music today. This visibility will confirm our image as an international, innovative and creative country. Greater audibility and visibility of performing artists mean increased export of Norwegian music. No doubt, the success of the Norwegian music industry will effect export of other products from Norway as well.

Representing the Ministry of Trade and Industry it is a great pleasure being here today – but no coincidence!

The rapid development of new communication and technology systems opens new possibilities and brings along faster and more available distribution channels. These developments can be a threatening challenge as well as a promising solution to the works of artist. We need to face both, and governments throughout the world play an important role in protecting the works of artists.

The Norwegian music industry saw the possibilities of new technology at an early stage and utilised them. I am proud to say that the Norwegian music industry is among the pioneers in this area.

Music Export Norway, and in particular tonight’s event, reflects the benefits of co-operation within the whole pulsating Norwegian music industry, dominated by small dynamic enterprises, producers and artists. A co-operation between both underground and large international music companies. I am sure that it would have been impossible to achieve international exposure at today’s level without unifying the forces within the music industry of Norway.

With excellent performance of Norwegian artists, with the great effort from the Norwegian music industry and not the least from Music Export Norway, I am sure that Norway will open the MIDEM 2002 with a roaring resonance!