Secretly Noord aims to shake up Nordic distribution market


There’s a new independent music distributor set to make waves in the Nordic region, and it includes some familiar faces for that part of the world.

Secretly Noord is the result of a partnership between existing distributor Secretly Distribution and local group NoordRights. The new venture plans to offer distribution, marketing and technology tools to labels and artists across the Nordic region – that’s Scandinavia plus Finland and Iceland.

NoordRights is the company founded in 2018 by a group of former executives and staff from Nordic distribution company Phonofile, which merged with German distributor Finetunes before being bought by The Orchard in 2017. Now NoordRights, whose founders include key Phonofilers Erik Brataas, Trond Tornes, Daggan Stamenkovic, Torny Gottberg and Trond Stian Evensen Førde, will be competing head-to-head with The Orchard’s Nordic operation.

“We’re all very excited! The last few years we have seen a vacuum in the market for independent distribution services in the Nordics,” said Brataas in a statement (not as big a swipe at The Orchard as it may seem, but rather a recognition of its ownership by major label Sony Music). “With Secretly Noord, and through our partnership with Secretly, we’ll be able to offer high quality marketing services for the independent sector in the region, and combine local knowledge and a proven team with the scalability, reputation and quality of Secretly.”

Stuart Dredge

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