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Uafhængigt dansk musikselskab står stærkere rustet end nogensinde

Musikselskabet Target Group fylder tyve år 1. juli – og er så meget mere end det selskab, som fik den hårde rock i Danmark til at udvikle sig og vokse.

Han smider mange bolde op i luften. Så mange, at man roligt kan sige, at de til tider pisker rundt om ørerne på ham. Men hans track record viser, at han rent faktisk også er i stand til at gribe hovedparten af dem, de vigtigste, og få noget fornuftigt ud af dem.
1. juli 2023 er en speciel dag for Michael Hvolgaard Andersen. Denne dato for præcis tyve år siden tog han et kæmpe skridt, trodsede tidens trends og holdt fast i det, hans hjerte og mave fortalte ham.
Han åbnede pladeselskabet Target Group. Et selskab, som siden er vokset sig stort – med eget label, eget forlag, webshop, rockbar, ekstrem metalbar, musikfestival og bookingbureau.
Med de nostalgiske briller solidt placeret på næseryggen kigger Michael Hvolgaard Andersen tilbage på de første tyve år med Target.
Hans opskrift på succes er såre enkel. Det handler om vilje. Vilje til aldrig at give op, til ikke at give afkald på sit livsværk og sin passion. Og så hele tiden være nyskabende, at kunne se og læse de nye tendenser – og så følge sit hjerte og sin mavefornemmelse.
”Da Target startede i sin tid, var vi primært et dansk distributions- og promotionfirma for udenlandske selskaber og enkelte danske bands, der valgte at selvudgive. Vi solgte fysiske plader – CD’er og LP’er – til de danske pladebutikker Fona, Stereo Studio, TP, Guf, Axel, Coop, Dansk Supermarked og en masse specialbutikker,” fortæller han:
”Da alle kæder og de fleste specialbutikker lukkede og slukkede fra nærmest den ene dag til den anden, var vi nødsaget til at gentænke. Sådan har det nærmest været hvert eneste år de sidste tyve år: Et skridt foran. Hvordan ser det ud om to år? Ikke vente, men gøre det nu. Være first-mover.”

Startede eget label
Og det var præcis, hvad der skete op til 1. juli 2003. Mens de øvrige pladeselskaber var i gang med at bukke under, slog Michael Hvolgaard Andersen til. Først fra lokaler på Frederiksberg og siden 2014 fra Vesterbro.
”Da butikkerne døde, startede vi vores eget DK-label og forlag op og vores egen webbutik. Da fysisk salg begyndte at forsvinde for alvor, startede vi vores bookingafdeling op og kort tid efter vores første festival, Nordic Noise. Da digital for alvor overtog, flyttede vi til Vesterbro og startede en rockbar, Zeppelin Rock Bar i 2014 under sloganet ’Man kan ikke digitalisere en fadøl’,” forklarer han:
”Senest er jeg gået yderligere ind i barbranchen og har åbnet ekstrem metalbaren Left Hand Path, er gået ind i investering i ejendomme og haft købt mig ind i et musikstudie. Jeg er en rastløs sjæl, en farlig blanding af artist og forretningsmand, og ting bliver hurtigt kedelige for mig, så det er vigtigt – for mig – hele tiden at holde mig i gang og finde nye ting, der kan stimulere krop og sjæl, så man ikke sidder og grubler. Lediggang er roden til alt ondt.”
Target er medlem af bl.a. IFPI, Musikforlæggerne, DUP og følger med i alle relevante internationale musikrelaterede nyhedsbreve og sites, så selskabet hele tiden er up-do-date.

Opskriften
Men hvordan kan man holde maskinen kørende i to årtier i en så uforudsigelig branche som musikbranchen? Og hvordan tiltrækker man samtidig løbende etablerede artister og udvikler forretningen og forretningsområderne?
Det giver Michael Hvolgaard Andersen sine bud på her:
”Netværk, netværk, netværk. Det er altid vigtigt at være fysisk til stede og møde folk face-to-face. Jeg er måske ikke den mest sociale person og allerbedst til at ’sweet- og small-talke’, flirte og er nok heller ikke den mest politisk korrekt i branchen. Jeg er en ’no bullshit guy’, der får ting gjort.”
Men det er kun én del af hemmeligheden. En anden del handler om de aftaler, Target er i stand til at lave.
”Vi kan tilbyde professionelle aftaler, der ofte ikke er lige så bindende som majors. Og et tættere samarbejde. Samtidig fokuserer majors i dag meget på quick fixes, altså singleudgivelser, ren digitalt med fokus på digitale streams og playlister, hvor vi er mere ’old school’ og stadig ofte har fokus på albumformatet, fysiske formater, en lidt mere langsigtet strategi,” forklarer Michael Hvolgaard Andersen – og uddyber:
”Med mange udgivelser satser vi internationalt, hvor vi har et kæmpe netværk. Vi har i år blandt andet haft hitlisteplaceringer i både England, Tyskland og Sverige og sådan overall sælger vi flere skiver og streamer mere i udlandet end i Danmark.”
Og med tyve år på bagen i den omskiftelige musikbranche besidder Target kompetencer, som får tingene til at rykke for artister og samarbejdspartnere.
”Vi tror på, at det håndværk, vi har lavet i tyve år, fortsat virker. Vi har stadig albums på hitlisten, sange i radioen, værker der rammer spil, film og TV-serier. Vi får mange anmeldelser og omtaler, og vores succesrige artister vil nok mene, at de får ’rigtige penge’,” siger Michael Hvolgaard Andersen:
”Kort sagt. Vi har en god forretningsmodel, der virker. Vi har også lært af fortiden og ved, at vi kun skal arbejde med musik, vi sætter pris på og selv forstår.”
Lige netop dét er også en væsentlig del af hemmeligheden bag Targets succes, forklarer han:
”Hver gang vi har prøvet at signe noget, vi troede kunne blive kommercielt, noget, vi kunne tjene penge på, men ikke selv personligt satte pris på, har vi fejlet. Senest har vi dog lavet aftaler med blandt andre Randi Laubek og Hotel Hunger. To artister, jeg er meget stolt af at have i stald og selv er fan af. Og i den lidt hårdere genre, Michael Catton og Timechild, som begge har lavet kongealbums, jeg personligt skamhører og tror på kan blive store, hvis de følges helt til dørs.”

Musikselskaberne
Michael Hvolgaard Andersen tror fuldt og fast på, at der stadig er en fremtid for traditionelle musikselskaber.
”Helt klart! Der vil altid være artister, der har brug for et professionelt set-up med sparring, dialog, udgivelse, promovering, markedsføring og så videre – og for et firma, der har en økonomisk risiko for dem. Det koster jo at få artisten i studiet, indspilning, mix, master, artwork, tryk, annoncering, markedsføring, promotion, musikvideoer, fotos,” siger han:
”Det svarer til, at man køber en ejendom og selv tror, at man kan sætte det hele i stand, i stedet for at hyre professionelle håndværkere som tømrere, murere, elektrikere og VVS’ere. Man kan måske selv designe, male og ordne småting, men resten skal man overlade til professionelle, også selv om det koster mere, end hvis man selv gør det. På den anden side har de professionelle også adgang til billigere materialer, og de kan gøre det hurtigere og uden tvivl bedre, end man selv kan.”
Det samme gælder for musikbranchen, mener Michael Hvolgaard Andersen:
”De professionelle firmaer har adgang til billigere tryk, grafikere og lettere adgang til de forskellige gatekeepers. Ja, der er en tilfredsstillelse ved at gøre det selv, både som musiker og som handyman, men i det lange løb skal man ’stick to your guns’,” fastslår han:
”Der har været mange eksempler på etablerede artister, der har prøvet at selvudgive, men vender tilbage til et set-up med forretningspartnere, så de selv igen kan fokusere på det de er gode til: At skrive musik, indspille det og fremføre det live. Alle artister, der har deres levevej i musikbranchen, har et professionelt set-up, enten et management, en booker, et pladeselskab eller et musikforlag bag sig. Rollerne bliver dog mere og mere visket ud.”

Succeserne
Med de nostalgiske briller stillet helt skarpt kan Michael Hvolgaard Andersen uden at ryste på hånden hurtigt remse op, hvad der er Targets største succeser i de første tyve år:
”Volbeat, The Floor Is Made Of Lava, The Savage Rose, Malk De Koijn, Belli-familien (Peter Belli og Den Syvende Søn), Tygers Of Pan Tang, Søren Andersen, Electric Boys, Alberte Winding, Juncker, Electric Boys, Blitzkrieg og Mike Tramp – når vi taler artister,” siger han, og så har jeg sikkert glemt en del – og tilføjer:
”Og så vil jeg betegne vores satsning på livemarkedet og barvirksomheden som succeser også. Uden det havde Target Group måske ikke været her i dag.”
Den store bedrift er dog at holde selskabet uafhængigt i tyve år, fastslår Michael Hvolgaard Andersen:
”Alene det at drive et professionelt musikselskab helt independent i 20 år er i sig selv også en bedrift. Vi har haft de bedste resultater nogensinde i de senere år, så noget gør vi rigtigt, og vi har bygget et stort bagkatalog op, der arbejder for os. Før og under covid var jeg hele tiden usikker på fremtiden. Det er jeg ikke mere. De to-tre år med covid og nedlukning har fået mig til at rydde op i alt og have en stram, sikker forretningsmodel.”

Fremtiden
Snakker man succeser med Michael Hvolgaard Andersen, er det også nærliggende at spørge ind til det modsatte. Men egentlige fiaskoer kan han ikke få øje på.
”Jeg kan helt ærligt ikke på stående fod komme i tanke om noget, jeg vil betegne som en decideret fiasko, og det ville også være tarveligt at udlevere en artist, hvor intet gik, som det skulle,” indleder han:
”Der har selvfølgelig været artister, vi har tabt penge på, ting, vi ikke skulle have købt, produktioner og musikvideoer, der blev for dyre, bands, vi har investeret i, der går i opløsning, ligesom de skulle til at breake, ansatte, vi ikke skulle have ansat, live events vi ikke skulle have lavet og så videre, men alle de ting fra fortiden har jo kun gjort Target Group stærkere rustet til at være det sted, hvor vi står i dag, og med mindre jeg af helbredsmæssige årsager ikke er i stand til at arbejde mere, vil selskabet også være der om tyve år,” siger han.
For tiden efter Michael Hvolgaard Andersen er der også tænkt på.
”Jeg er ’kun’ lige blevet 48 – trods alt. Den næste generation til at overtage firmaet, når den tid kommer, er så småt kørt i stilling, og en masse forholdsregler er taget, og der har været indledende dialoger med min revisor om, hvordan det hele gøres smartest. Men lad os se, hvad der sker,” siger han:
”Musikbranchen er en underlig branche, og alt kan ske. Der har været bud fra forskellige majorselskaber gennem årene om at opkøbe Target Group, men vi har pænt afvist det. Jeg har set eksempler på andre firmaer, der har solgt deres livsværk, og det har ikke gjort ejerne til bedre mennesker. Tværtimod har det reduceret dem til en skygge af sig selv. Det er svært at skulle starte op fra scratch igen eller gå ind i en ny branche, når man har den alder, jeg har, og jeg mangler ikke noget, så hvorfor skulle jeg sælge?”
Så der er redt op til en fremtid med Target. Og musikalsk er der også masser af fremtid i selskabet.
Og ét af selskabets nyere, danske bands, går en lovende fremtid i møde, mener Michael Hvolgaard Andersen:
”Junkyard Drive. Det danske rockband udsender album nummer fire næste år og de er vokset og vokset gennem årene, både musikalsk, profilmæssigt og som band, og de er stadig i tyverne. Det nye album har et større cross-over potentiale, og jeg spår dem til at blive det næste The Floor is Made Of Lava eller Rock Hard Power Spray. Jeg tør ikke sige Volbeat,” slutter han smilende.

Artiklen er skrevet af journalist og redaktør Lars Schmidt. Han er redaktør på Frederiksborg Amts Avis samt på ugeaviserne Det Grønne Område og Rudersdal Avis, samt rockskribent på Metalized. Han har tidligere skrevet for Devilution, Zoo Magazine og Wild Magazine. Han har i flere år arbejdet sammen med Target Group om blandt andet Classic Rock Festival, Copenhagen Blues Night og diverse talkshows på Zeppelin Rock Bar.

Læs mere om Target Group her:
www.targetgroup.dk


Independent Danish Music Company Stronger Than Ever

On July 1st, the music company Target Group will celebrate its twentieth anniversary, and it is so much more than the company that propelled hard rock in Denmark to evolve and grow.

He juggles many balls in the air. So many that one can safely say they sometimes whirl around his ears. But his track record shows that he is actually capable of catching the majority of them, the most important ones, and making something meaningful out of them.
July 1st, 2023, is a special day for Michael Hvolgaard Andersen. Exactly twenty years ago on this date, he took a huge leap, defying current trends and holding onto what his heart and gut told him. He founded the record label Target Group, a company that has since grown significantly, with its own label, publishing house, webshop, rock bar, extreme metal bar, music festival, and booking agency.
With nostalgic lenses firmly perched on the bridge of his nose, Michael Hvolgaard Andersen looks back on the first twenty years with Target.
His recipe for success is painfully simple. It’s about determination. The determination to never give up, to not relinquish his life’s work and passion. And to constantly be innovative, to be able to see and understand the new trends – and then follow his heart and gut feeling.
“When Target started back then, we were primarily a Danish distribution and promotion company for foreign labels and a few Danish bands who chose to self-publish. We sold physical records – CDs and LPs – to Danish record stores Fona, Stereo Studio, TP, Guf, Axel, Coop, Dansk Supermarked, and many specialty stores,” he explains:
“When all the chains and most specialty stores closed down almost overnight, we had to rethink. That’s how it has been almost every year for the past twenty years: One step ahead. What will it look like in two years? Not waiting, but doing it now. Being a first mover.”

Starting their own label
And that’s exactly what happened leading up to July 1st, 2003. While the other record labels were buckling under, Michael Hvolgaard Andersen made his move. First from premises in Frederiksberg and since 2014 from Vesterbro.
“When the stores died, we started our own DK label and publishing house and our own webshop. When physical sales began to disappear in earnest, we started our booking department and shortly after, our first festival, Nordic Noise. When digital truly took over, we moved to Vesterbro and opened a rock bar, Zeppelin Rock Bar, in 2014 under the slogan ‘You can’t digitalize a draft beer,'” he explains:
“Most recently, I have delved further into the bar industry and opened the extreme metal bar Left Hand Path, invested in properties, and bought into a music studio. I’m a restless soul, a dangerous blend of artist and businessman, and things quickly become boring for me, so it’s important – for me – to always keep busy and find new things that can stimulate the body and soul so you don’t sit and brood. Idleness is the root of all evil.”
Target is a member of organizations such as IFPI, Musikforlæggerne, DUP, and keeps up to date with all relevant international music-related newsletters and sites, so the company is always up-to-date.

The Recipe
But how can one keep the machine running for two decades in such an unpredictable industry like the music industry? And how do you continuously attract established artists and develop the business and its areas? Michael Hvolgaard Andersen provides his insights here:
“Networking, networking, networking. It is always important to be physically present and meet people face-to-face. I may not be the most social person and not the best at small talk, flirting, and probably not the most politically correct in the industry. I am a ‘no bullshit guy’ who gets things done.”
But that is only one part of the secret. Another part is about the deals Target is able to make.
“We can offer professional deals that are often not as binding as majors. And a closer collaboration where artists actually see money. At the same time, majors today focus a lot on quick fixes, meaning single releases, purely digital with a focus on digital streams and playlists, while we are more ‘old school’ and still often focus on the album format, physical formats, and a slightly more long-term strategy,” explains Michael Hvolgaard Andersen – and elaborates:
“With many releases, we aim internationally, where we have a huge network. This year, for example, we have had chart placements in England, Germany, and Sweden, and overall we sell more records and stream more abroad than in Denmark.”
And with twenty years in the ever-changing music industry, Target possesses skills that make things happen for artists and partners.
“We believe that the craftsmanship we have built over twenty years still works. We still have albums on the charts, songs on the radio, works that make it into games, movies, and TV series. We receive many reviews and mentions, and our successful artists would probably say that they make ‘real money’,” says Michael Hvolgaard Andersen:
“In short, we have a good business model that works. We have also learned from the past and know that we should only work with music we appreciate and understand ourselves.”
That is also a significant part of the secret behind Target’s success, he explains:
“Every time we have tried to sign something we thought could be commercially successful, something we could make money from but didn’t personally appreciate, we have failed. However, recently we have made deals with, among others, Randi Laubek and Hotel Hunger. Two artists I am very proud to have in our roster and personally a fan of. And in the slightly heavier genre, Michael Catton and Timechild, both of whom have made great albums that I personally listen to and believe can become big if they are fully supported.”

Record companies
Michael Hvolgaard Andersen firmly believes that there is still a future for traditional record companies.
“Absolutely! There will always be artists who need a professional set-up with mentoring, dialogue, release, promotion, marketing, and so on – and a company that has a financial risk for them. It costs money to get the artist in the studio, recording, mixing, mastering, artwork, printing, advertising, marketing, promotion, music videos, photos,” he says:
“It’s like buying a property and thinking you can fix everything yourself instead of hiring professional craftsmen like carpenters, bricklayers, electricians, and plumbers. You may be able to design, paint, and handle small things yourself, but the rest should be left to professionals, even if it costs more than doing it yourself. On the other hand, professionals also have access to cheaper materials, and they can do it faster and undoubtedly better than you can.”
The same applies to the music industry, according to Michael Hvolgaard Andersen:
“Professional companies have access to cheaper printing, graphic designers, and easier access to the various gatekeepers. Yes, there is satisfaction in doing it yourself, both as a musician and as a handyman, but in the long run, you have to ‘stick to your guns’,” he asserts:
“There have been many examples of established artists who have tried to self-publish but have returned to a set-up with business partners so that they can once again focus on what they are good at: writing music, recording it, and performing it live. All artists who make a living in the music industry have a professional set-up, whether it’s management, a booking agent, a record label, or a music publishing company behind them. However, these roles are becoming more and more blurred.”

The Successes
With the nostalgic glasses on, Michael Hvolgaard Andersen can quickly list Target’s greatest successes in the first twenty years without hesitation:
“Volbeat, The Floor Is Made Of Lava, The Savage Rose, Malk De Koijn, the Belli family (Peter Belli and Den Syvende Søn), Tygers Of Pan Tang, Søren Andersen, Electric Boys, Alberte Winding, Juncker, Electric Boys, Blitzkrieg, and Mike Tramp – when we talk about artists,” he says, adding:
“I would also consider our focus on the live market and the bar business as successes. Without that, Target Group might not be here today.”
However, the major achievement is keeping the company independent for twenty years, emphasizes Michael Hvolgaard Andersen:
“Simply running a professional music company independently for 20 years is an achievement in itself. We have had the best results ever in recent years, so we must be doing something right, and we have built up a large catalog that works for us. Before and during COVID, I was constantly uncertain about the future. I’m not anymore. The two to three years of COVID and lockdown have made me clean up everything and have a tight, secure business model.”

The Future
When discussing successes with Michael Hvolgaard Andersen, it is also pertinent to inquire about the opposite. But he can’t think of any actual failures off the top of his head.
“Honestly, I can’t think of anything right now that I would consider a definite failure, and it would also be mean to expose an artist where nothing went as planned,” he begins.
“There have, of course, been artists where we lost money, things we shouldn’t have bought, productions and music videos that became too expensive, bands we invested in that dissolved just as they were about to break, employees we shouldn’t have hired, and so on, but all those things from the past have only made Target Group stronger and better equipped to be where we are today, and unless I’m unable to work anymore due to health reasons, the company will still be here in twenty years,” he says.
Plans have also been made for the time after Michael Hvolgaard Andersen.
“I’ve only just turned 48 – after all. The next generation to take over the company, when the time comes, is slowly being prepared, and many precautions have been taken. There have been initial discussions with my accountant about how to handle everything smartly. But let’s see what happens,” he says.
“The music industry is a strange industry, and anything can happen. Over the years, there have been offers from various major companies to acquire Target Group, but we have politely declined. I’ve seen examples of other companies selling their life’s work, and it didn’t make the owners better people. On the contrary, it reduced them to a shadow of themselves. It’s hard to start from scratch again or enter a new industry when you’re at my age, and I don’t lack anything, so why should I sell?”
So, the stage is set for a future with Target. And there is plenty of musical future in the company as well.
And one of the company’s newer Danish bands is heading towards a promising future, according to Michael Hvolgaard Andersen:
“Junkyard Drive. The Danish rock band will release their fourth album next year, and they have grown and evolved over the years, both musically, in terms of their profile, and as a band, and they are still in their twenties. The new album has a greater cross-over potential, and I predict that they will become the next ‘The Floor is Made of Lava’ or ‘Rock Hard Power Spray in Denmark.’ I dare not say Volbeat when it comes to international success” he concludes with a smile.

The article was written by journalist and editor Lars Schmidt. He is an editor at Frederiksborg Amts Avis, as well as the weekly newspapers Det Grønne Område and Rudersdal Avis, and a rock writer for Metalized. He has previously written for Devilution, Zoo Magazine, and Wild Magazine. He has been working with Target Group for several years, including events such as the Classic Rock Festival, Copenhagen Blues Night, and various talk shows at Zeppelin Rock Bar.

Read more about Target Group here:
www.targetgroup.dk


Target Group is an independent music company established in Copenhagen, Denmark in 2003.

During the years we have worked with and developed artists like; Volbeat, Mike Tramp, Tygers Of Pan Tang, The Savage Rose, Pharfar, Juncker, Lucer, Erik Clausen, Morrissey, Agnes Obel, Malk De Koijn, The Floor Is Made Of Lava, Joe Bonamassa, Pligten Kalder, Pede B, Hush, Peter Belli, Tamra Rosanes, Lasse og Mathilde, Journey, The Broken Beats, Raske Penge, Amon Amarth, Whitesnake, Juncker, Beth Hart, Pretty Maids, Kellermensch, Hatesphere, Ibrahim Electric, Illdisposed, MercenaryMike Patton, Red Warszawa, Walter Trout etc.

Our goal is still the same as when we started up in 2003: To present and work with music and people we personally understand and appreciate.

We put great effort into the development of artists on our own record companies Target Records (targetgroup.dk/artists/) and Mighty Music (www.mightymusic.dk). We are an international company with an international focus. Current key distribution partners include SPV and PHD (physical distribution and Believe and The Orchard (digital distribution) and DC Norden (our Danish warehouse).

Originally being a record label and distribution company, Target Group has in recent years placed more efforts into becoming a company with focus on the live scene, too. With over 25 years of experience from the live scene, we are the backbone of the festivals Nordic Noise (www.nordicnoise.dk), Naestved Metalfest (www.naestvedmetalfest.dk), Death Coast (www.deathcoast.dk), Udgaardsfest and Nocturnefest. Our festival focus is on rock and metal. More info here targetgroup.dk/live/events

Besides that, Target Booking is all about events, showcases, tours and festivals with focus on Denmark. Our focus in on rock and metal and we represent artists like Artillery, Mercenary, Junkyard Drive, Lucer, Manticora, Withering Surface, Heidra, Vanir, Detest, Iron Fire and more. More info here targetgroup.dk/live/artists

If you want to be part of the big group of volunteers for our festivals, feel free to check out targetgroup.dk/family/

We have our own merchandise company. Targetmerch.dk – And have done merch solutions with brands like Crossfit, Royal Beer, Grøn Koncert and Gaffa, and artists like Magtens Korridorer, Volbeat and Bersærk.

Since 2005 we have had our own webshop, targetshop.dk , supplying customers all over the world.

Our inhouse promotion department has over 25 years of experience in the Danish and international music- and entertainment business. Check out targetgroup.dk/promotion

Since 1997 we have had our own publishing company, Target Tunes. Check out targetgroup.dk/publishing

In 2014 we opened up a rock bar in Copenhagen, check out www.zeppelincph.dk

Target Group are members of the Danish industry associations IFPI and DUP and is owned by founding member Michael H. Andersen.

Please contact info@targetgroup.dk for any questions or visit targetgroup.dk/contact

Sign up for our newsletter here targetgroup.dk/newsletter