From Lappland to Hollywood

Times of contrast for hard-hitting outfit Animal Alpha: last week it was Lappland, next week it’s Holllywood and the key music industry event MusExpo.

Animal Alpha, Øyafestivalen 2005

Representing Norway at the upcoming music industry event MusExpo in Los Angeles is Animal Alpha.

The collective is amid days of stark contrast: ten days ago, hard-hitting Norwegian outfit Animal Alpha played the Sami Music Festival in Lappland, next up on the AA agenda are a string of shows in Hollywood and at LA’s Sunset Boulevard. The band’s MusEpxo show is on The Roxy on 1 May and an additional gig is scheduled at Spaceland the day after.

Computer and video game giant EA supports AA’s foray into the American market. Last year, Animal Alpha won a contest staged by national youth radio station NRK P3 and EA which secured the band slots on the ‘Burnout Revenge’ and ‘NHL2006’ games. EA continues its commitment to the band by booking AA to the company’s Games Party at the Key Club on 1 May. Worldwide Head of Music at EA, Steve Schnur chose Animal Alpha as one of the acts to play the key MusExpo event. Says EA Norway in a press statement: “We’re incredibly proud of the fact that we’re contributing to bringing one of Norway’s most exciting out into the world. Animal Alpha is the music world’s equivalent to the Burnout games: total mayhem!”

Says NRK P3’s Head of Music Programming: “Animal Alpha recruit new fans every time they hit the stage – they have an immediate effect on people. The band’s musical and visual presence could best be described as having a Doc Martin planted right in the middle of your face! No wonder they’ve managed to come as far as from the Urørt (talent contest) to Hollowood in the span of just one year. Anything goes, as long as you’ve got (vocalist and front-woman) Agnete Kjølsrud and some white make-up. Be warned – a new earthquake is about to strike LA!”

Earlier this year, Animal Alpha played both the Eurosonic and South by Southwest festivals, gigs that have turned out to be pivotal for the band. Offers from festivals across Europe have ticked in and the outfit is in for a busy summer with appearances both at home and abroad.

Chairman of the Association of Independent Norwegian Record Companies (Fono) and VP of Music Export Norway Larry Bringsjord will represent Norway at MusExpo's seminar section. Bringsjord will participate in a panel titled ‘United Nations Of Music & Media – How Trade Groups Help Maximize Your Import/Export Capabilities’ moderated by former Global Editor of Billboard Emmanuel Legrand and Collective Music’s Managing Director Phil Hardy.

Co-ordinating the Norwegian presence at MusExpo is Music Export Norway

More info on MusExpo here.

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