OPENING THE PURCHASE: Alan Walker. Photo: Fredrik Persson / TT NYHETSBYRÅN
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The pop star received over four million in public support. Now he hands out scholarships to colleagues in the music industry who may need money more than himself – and reveals that it is not concert activities he earns the most from.
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The 23-year-old from Bergen is one of Norway’s most lucrative artists, with current metal in the billion class on a global basis.
At the end of 2020, he was awarded 4.15 million from the Ministry of Culture’s compensation scheme for cultural life, on the basis of seven canceled concerts on Norwegian soil in the period May-August, where he had contracted income on ca. 1.2 million per show.
In a recent interview with VG Walker said he and his team were working on a plan to help others in the industry with the support money he received.
No requirements
Now the plan is ready: Walker’s management MER informs VG that the artist will distribute five million kroner, divided into a currently indefinite number of scholarships.
A committee consisting of Walker manager Gunnar Greve and three other industry players will decide who will receive the scholarships.
The three are lighting designer Magnus Boyd, board chairman Joël Schwalenstocker in the booking and management organization NEMAA, and according to MER hit carpenter Caroline Ailin, recently double Grammy-nominated for the Dua Lipa song “Don’t Start Now”.
– The distribution of the total amount is decided by the committee, after an overall assessment of the applications, says Yonas Aregai, general manager of MER.
—-FIGURES IN THE BACKGROUND: Manager Gunnar Greve. Photo: Hallgeir Vågenes
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According to MER, there is no requirement for reimbursement for the scholarships, and the recipients’ names will be published. You can apply via Walkers website until April 4th.
Walker is not the first major Norwegian artist to give away scholarships: In 2010, a-ha gave one million each to four artist names – in completely different circumstances, of course.
Not just artists
Applicants do not have to be artists, but their main income and business must be related to the music industry. They must also be able to point to a real loss of income in 2020, compared with previous years.
– We have deliberately not limited the scheme to only artists can apply. From my own role as an artist, I know how many different functions there are around an artist business, and how important these are for the entire operation to work. Therefore, other industry players can also apply, says Walker.
—-CORRECTLY DRESSED: Alan Walker wore a face mask for more than four years before the pandemic broke out. Here during a concert in Oslo Spektrum November 2019. Photo: Terje Pedersen / NTB
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In the pot for the scholarships, he puts 850,000 kroner on top of the sum he was granted by the Norwegian Cultural Council.
– I know that the money will not be enough to help someone fully, but hopefully it can be a push up the last hill before the world can return to normal again.
Walker says he has already compensated for part of last year’s loss of income for those who are usually on the road with him.
Debated maneuver
When Walker’s plans were first aired at the end of February, there was some debate in the music industry forum “Bransja prat” on Facebook.
Some pointed out that something must be wrong with the schemes – partly because a player in need of help like Alan Walker received so much money, partly because a star like him now steps in and helps actors who are struggling and should have received better help from the public sector.
Walker says he has not joined the debate in the group.
– But on a general basis, I understand that people have mixed opinions about such an initiative, it must be law. In any case, I want to contribute what I can, and have come to the conclusion that this scheme is a good initiative from me.
The artist thinks one should not take the Norwegian support schemes for granted.
– Most of my concert income naturally comes from abroad, and there are not the same support schemes that can compensate for lost income.
Earns the most on streaming
In 2020, Walker had to cancel over a hundred concerts internationally. Walker manager Gunnar Greve has previously stated that the cancellations resulted in a turnover loss of around 100 million.
Unlike most of today’s artists, however, the concert business is not Walker’s main business, according to himself.
“Despite the loss of concert revenue, we feel very privileged because the bulk of our revenue comes from platforms like Spotify and YouTube,” said Walker, whose breakthrough hit “Faded” recently passed three billion views on YouTube.
Yonas Aregai in MER emphasizes that they are also significantly affected by the pandemic, not least because concert revenues in 2021 are also an uncertain point. But he agrees with his client that they are in a privileged position.
– Most of our income is related to rights to music and content. With that as a backdrop, we have tried to use the lockdown period for something positive, in the form of further investments in new projects for and with Alan Walker. We have largely escaped
lay off, and rather started up new businesses and added new man-years.
* An earlier version of this case stated that Walker will “distribute 50 scholarships to individuals who will receive 100,000 kroner each”. The size and number of scholarships have not been decided yet, beyond the total sum, MER said on Friday night. The change was made on 19.03.21 at 22.08
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