"På treff med Arve Sigvaldsen"
A tribute to Norwegian music history on radio & podcast
We are thrilled to announce one of our most exciting activation projects to date — our new collaboration with Norwegian national broadcaster NRK P1+.
At Indie Music Rights, we believe that older music catalogs aren't just archives; they're reservoirs of untapped value. Our strategy focuses on activating these legacies, and the 11-episode podcast and radio show "På treff med Arve Sigvaldsen" is a perfect example of this philosophy in action. The project aims to breathe new life into the Talent catalog by exploring the history of the Norwegian record industry through the eyes of its "grand old man," Arve Sigvaldsen.
"På treff med Arve Sigvaldsen" will premiere on NRK P1+ national radio Saturday 20 September at 14:03, and will run for eleven weeks in a row, marking a grand celebration of Arve Sigvaldsen's 80th birthday, the visionary founder and producer behind the legendary Talent record company and Talent Studio.
Strategic Partnership with NRK P1+
The podcast, produced by radio veteran Viggo Valle, is more than a simple biography. It’s an auditory journey through the history of Norwegian music, offering a personal look at the industry's development from the 1970s and 80s. By using Arve Sigvaldsen's anecdotes as the foundation for the series, we're not just telling a story; we're providing context and relevance to the very music that defined an era.
NRK P1+'s demographic perfectly aligns with our mission. The channel's primary audience consists of listeners who experienced the golden era of Norwegian music during the 70s and 80s—the very period when Talent was creating Norwegian pop icons and a broad range of musical gems. This natural synergy ensures that our carefully curated musical selections will resonate deeply with listeners who have personal connections to these timeless recordings.
Celebrating Arve Sigvaldsen's Musical Legacy
The podcast will showcase iconic releases from the Talent catalog, including classics like Treff, Fru Johnsen, and Frem fra glemselen. These recordings represent some of the most important contributions to Norwegian popular music, and through this series, we're bringing their stories to life for both longtime fans and new listeners discovering these treasures for the first time.
Arve Sigvaldsen receiving the King's Medal of Merit on his 78th birthday.
Arve started his career working for the Norwegian representative of RCA in 1966.
The timing of the premiere—planned around Arve Sigvaldsen's 80th birthday—adds special significance to this project. It serves as both a celebration of his remarkable contributions to Norwegian music and a testament to the enduring value of the Talent catalog
Exclusive interviews and behind-the-scenes stories
The series will feature special guest interviews with notable figures from the Norwegian music scene, including Inger Lise Rypdal and other surprise guests to be revealed. These intimate conversations will provide listeners with rare insights into the creative processes, recording sessions, and cultural impact of the music that shaped Norwegian popular culture.
Activating our rights portfolio
This podcast initiative represents more than just entertainment—it's a strategic activation of our intellectual property rights. By featuring music from our owned catalog throughout the program, we're not only promoting these classic recordings to a new generation of listeners but also demonstrating the enduring value of our music rights portfolio.
This approach of curating and developing legacy catalogs is central to our mission. It's a strategy that builds cultural relevance and creates a self-sustaining system of discovery. Instead of waiting for opportunities, we actively create them through new productions, leveraging the rich history and high-quality assets we own.
The partnership exemplifies how traditional media and modern content formats can work together to revitalize classic music catalogs, ensuring that these important cultural artifacts continue to find new audiences and maintain their relevance in today's media landscape.
A proven model
Our commitment to activating our catalog is a repeatable model, as evidenced by our recent success with Gro Anita Schønn's 1976 track, "På Ringerike Trenger'u'kke Penger". The song saw a 353% increase in monthly streams after being sampled by two contemporary artists, CLMD and Ari Bajgora. This remarkable revival was the result of a multi-pronged approach that combined licensing deals with a powerful media narrative and a strategic "featured artist" credit that accelerated algorithmic recommendations.
Looking forward
"På treff med Arve Sigvaldsen" on NRK P1+ represents the beginning of our broader strategy to maximize the value of our music rights through innovative content partnerships. We look forward to bringing listeners closer to the golden age of Norwegian music while building sustainable revenue streams from our valuable catalog.
This collaboration with NRK P1+ marks an important chapter in our company's evolution, demonstrating our commitment to both preserving Norwegian musical heritage and creating new opportunities for audience engagement in the digital age.
Thanking Norway’s King Harald V and Queen Sonja for the King’s medal of merit in 2023.
Contact us
For Artist & Rights inquiries:
Pål Sigvaldsen
Partner & Chief Commercial Officer
Email: paal@indiemusicrights.com
For other Inquiries:
Jinyoung Park
Rights management & Activation
Email: jinyoung@indiemusicrights.com