Metaltalks: To niche or not?

Open for delegates and festival goers

Festivals, local bookers, and labels are specializing more and more, but is it viable?

How long can you circulate the same bands in a genre and keep it fresh? What is it doing with new artist and scenes coming up? Are festivals doomed to eventually fade if they don’t evolve and open up from where they once started?

Moderator: Andy Farrow (Northern Music)

Participants:, Mads Martinsen (Tons of Rock), Silje Wergeland (Beyond the Gates), Mattias Tell (Viva Sounds)

Having worked in the industry for over 30+ years Andy Farrow is a well respected figure in the world of rock and metal music, particularly when it comes to management. Andy began his career whilst still in high school where he booked bands and set up the punk label Apathy Products. After completing a degree at Sheffield Hallam University he formed AMF Music where he promoted gigs, booked bands and ran rehearsal rooms in West Yorkshire. This later led to a merger with Far North Music to become what is now known as Northern Music Co. After signing his first band to WEA at just 21, Andy has worked tirelessly to see Northern Music Co. evolve into a prominent group of companies (Northern Music Group Holdings) covering many aspects of the industry, from publishing (AMF Music Publishing), live booking (NMC Live) and Merchandising (Omerch) to label services through independent record label Graphite Records. Andy's main focus is management and he looks after rock/metal acts such as Opeth, Devin Townsend, Paradise Lost, Bloodbath, Katatonia to name but a few. Through strategically planned management, aided by careful attention to detail and financial planning, Andy assists these bands in maintaining long term, successful international careers.

Mads Martinsen is the founder and owner of Tons of Rock, which has become Norway's largest festival. In addition, he has been involved in booking and management for Norwegian artists for almost 25 years and is a guitarist and songwriter in the band The Dogs. Rock is easy when you know how to do it.

Silje Wergeland has worked in the international music industry for 25 years as an artist, as a festival organizer (Hole in the sky, Beyond the Gates i.e) and in several artist & music business development centers aiming to support musicians, venues, promoters and other music business in Norway (Music Export Norway, BRAK, AKKS). She also runs the management & booking company Revelations Music doing management for Dimmu Borgir, Abbath, Gaahls WYRD and more).

Mattias Tell established Westside Music in 2019 as an independent company that collaborates with music businesses and artists from Gothenburg and its surrounding areas. The company focuses on elevating the local music scene internationally by supporting releases, producing media, and facilitating live opportunities through shows, tours and festivals outside Sweden. Additionally, Westside hosts Viva Sounds, a club festival and international music conference that will take place in Gothenburg for the seventh time 28-30 this coming November.