Nordic culture invades the UK

Nordic culture has invaded the British psyche. In music, television, film, furniture, food, art and beyond, a remarkable number of the coolest things available come from the Nordic countries. Ja Ja Ja festival, taking place at the Roundhouse on 8-9 November, is the latest addition to this Nordic culture invasion.

In February of this year, the Economist (no less) dedicated the bulk of its entire magazine to the Nordic territories – describing them as ‘a cultural powerhouse’ and ‘the world’s next supermodel’.

The evidence for this is all around us: from Of Monsters And Men to Lykki Li, from Bjork to Robyn, from ‘The Killing’ to ‘The Bridge’, from ‘Borgen’ to Bang & Olufsen, from the Moomin shop to the Noma restaurant and from the hit factory of Max Martin to the books of Jo Nesbø.

Between November 8-9 2013, the spirit of this cultural explosion will be brought to life at the Roundhouse in London, with the launch of the inaugural Ja Ja Ja festival.

Over two days and two nights, the festival will relocate the Ja Ja Ja club night to London’s most iconic venue – presenting some of the region’s biggest bands, showcasing its most credible emerging artists, as well as music documentaries and the best of New Nordic cuisine.

The Ja Ja Ja festival promises to be a truly immersive event and a first for UK audiences. A complete Nordic experience in the heart of London.

A launch event was held at the Roundhouse in London on 14 May. The first artists to play at the festival, Denmark’s Mew and Iceland’s Múm, were released, and Swedish chef and innovator, Herman Rasmusson, served his delicious Snapas for guests.

The launch also played host to a very special performance from Lyrika, a mesmerising choir from Iceland, which is frequently found performing alongside the queen of Icelandic music herself, Björk. Read more here

The festival is hosted by JA JA JA Music in collaboration with the Roundhouse. JA JA JA Music is a pan-Nordic programme, operated by NOMEX - Nordic Music Export. NOMEX is run in collaboration between Music Export Denmark, Music Finland, Iceland Music Export, Music Norway and Export Music Sweden. It is set up to facilitate growth and development in the Nordic music industry.

The JA JA JA festival is supported by Arts Council England, Nordic Culture Fund and the Nordic embassies in London. New Nordic Food II project ‘Food & Creative industries’ and Nomex are working on a pilot project around the festival, with the purpose of strengthening the Nordic brand through creative cross-collaborations.

Further information
jajajamusic.com/festival/line-up/

Elisabet Skylare Project manager, Food and Creative Industries, New Nordic Food II elisabet@skylare.com +45 2620 7579

Anna Hildur Hildibrandsdóttir Programme Director at NOMEX anna@nordicmusicexport.com mob: +44 780 1161718

By Adam Webb and Páll Tómas Finnsson

Photo: Stuart Leech