Certain Greenlandic popular music artists use the Greenlandic nation brand as a co-brand for thei ... Read more
Certain Greenlandic popular music artists use the Greenlandic nation brand as a co-brand for their music when attempting to gain attention on the international music mar- ket. By examining various strategies for co-branding music together with the Greenlandic nation, this article discusses how the two bands Nive Nielsen and the Deer Children, and Nanook, articulate connections between their music, and Greenland and the Arctic, through narratives, symbols and sounds. Using existing narratives and stereotypes means acting within existing discursive fields, as well as the expectations of international music audiences, and though this may open up new opportunities for the artist, it may also limit the artist’s agency, because the artist may then be expected to act in accordance with these expectations. But in terms of changing the Greenlandic nation brand image, which is very much caught up in narratives from the past, co-branding Greenland and modern popular music could be a strategy with great potential.