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Niclas Molinder, Bjorn Ulvaeus and Robert Ashcroft.
Niclas Molinder, Bjorn Ulvaeus and Robert Ashcroft.

HOUSE OF SCANDINAVIA

Music to the ears of creators

Together with former Abba legend Björn Ulvaeus, Niclas Molinder will host a presentation and panel to discuss their music reporting platform Auddly. They will be hosting an event at House of Scandinavia on 13 March

A quick word with… Niclas Molinder, CEO, Auddly

Have you been to SXSW before?

Yes, several times.

What are your impressions of it?

The fact it is so huge is both positive and negative. There are so many people to meet, so it is great for networking, but on the downside its sheer size makes it hard to break through and be seen. With SXSW being largely about both music and technology, it makes us a perfect match. There’s a crazy amount of content coming onto the market every day and one thing that’s important is that new artists need to be more independent in the beginning of their careers. So it’s good for us to be there, because we can help artists without representation still get credit for their work

How do you approach a convention like SXSW?

I have a personal strategy for things like this. I never go to festivals or conferences with the strict aim of selling my services. For me it’s about chasing trends and networking, meeting people. And SXSW is a great place to meet lots of people. If on the way I can sell something of course that’s great, but it’s not the primary focus.

"For me it’s about chasing trends and networking, meeting people"

What are you doing there this year?

I will book lots of meetings and treat it as a networking opportunity. This year is slightly different for us as Björn and I have a featured session onstage, so we really have the opportunity to spread our message and tell people about what we do. We’re also doing an event at House of Scandinavia and we’ll host a panel to talk about the passion of creating music and how we can use technology to link people. It is also the perfect opportunity for us to unveil some major news about the company.

Who will be there

The Program

House of Scandinavia in Austin

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