You are in Control
Dear guests,
I am honoured to be invited here to welcome you to Iceland and to this exciting event; You are in Control.
It has been said that the greatest assets of any country or region are its people, their individual creativity, skill and talent.
Within the economy those industries based on these assets are known as the ‘Creative Industries’ – a unique sector that is creating wealth and jobs through developing and exploiting intellectual property.
In Iceland we are now experiencing the importance of our creative industries better than ever before.
During the financial collapse and the economic crisis we are experiencing, it is good to feel the creative power which has been Iceland‘s strength for a long time. There are areas where we really are „in control“.
So please excuse me while I indulge in the old Icelandic artform of boasting:
In literature; Nobel price winner and now young generation of writers getting distribution in big territories and selling in the millions.
In Films; Oscar nominations. Location work has attracted Hollywood movies. Sporting internationally awarded designers and visual artists.
In design; the success of Icelandic fashion designers has been paving the way for other areas of design.
The achievement of numerous musicians which many I see here today has put Iceland firmly on the map of International Music.
The creative power of our people is attracting attention and making Iceland a place where people want to come and visit.
Culture plays an increasingly important role in the world economy. The Creative Industries are a fast growing sector globally, providing numerous jobs and increasingly adds value to our identity.
This conference – in itself a forward-thinking initiative of Iceland Music Export, gathering innovative players in the field of digital development – adds an important vision to the future of cultural business activities.
The changes brought about by the Internet have been challenging, while at the same time providing opportunities that are currently being explored within the international community.
E-marketing or commercial digital distribution basically removes physical location as a competitive factor.
For someone like me, with background in the IT business, the possibilities opening up today are fascinating and, I must admit, sometimes bring out the nerd in myself!
I am especially pleased to note that this year, the creative industries have joined forces behind the concept. This is an important development as the government hopes join forces with creative industries, the tourist industry and other important players to reshape the way we approach international marketing of Iceland as the source of culture, goods and services, as a destination and as a country to operate and invest in.
We must get the message across that we are more than geyser’s, volcanos, waterfalls - and now fallen banks. Here you will also find creative people, culture and modern industries.
It has been encouraging to see an ambitious project like You are in Control establish itself over the last three years.
I congratulate the creative industries in Iceland for having created a new breed of conference, one that provides an important communication platform with the outside world at times when we are all looking at new ways to move forward.
I wish you all the best and may you all stay „in control“ in your important work.