Promote Your Experimental Music To Reykjavík's Avant-Garde Community

Reykjavík curators are drawn to experimental music that displays textural depth, atmospheric quality, and compositional innovation. While the scene celebrates the glacial post-rock and ambient electronic sounds Iceland is famous for, many curators actively seek works that push beyond these established sounds. Music incorporating neo-classical elements, unconventional structures, field recordings, and the tactile qualities that reflect Iceland's natural environment often resonates strongly. That said, authenticity is paramount—music that feels genuine rather than merely imitative of Icelandic icons like Sigur Rós or Björk will stand out.

Absolutely not. While the Reykjavík scene is proud of its cultural heritage, curators and listeners value originality and artistic integrity above all. Rather than directly incorporating Icelandic elements, focus on creating music that honestly represents your own vision and artistic voice. Reykjavík's experimental community has always embraced international influences, and many successful artists in the scene draw inspiration from diverse global sources. What resonates most is music created with authentic artistic intent, regardless of cultural origin.

Visual aesthetics carry significant weight in Reykjavík's experimental scene, where the visual and sonic often form a cohesive artistic statement. The city's musical identity has frequently been associated with minimalist design, nature-inspired imagery, and a distinct Nordic visual language that complements its sonic character. While your music remains the primary focus, thoughtfully considered artwork, photography, or video content that aligns with your sound can strengthen your submission. Many influential Icelandic artists like Sigur Rós and Björk have demonstrated the power of this audiovisual synergy, creating immersive experiences that extend beyond sound alone.

Language presents virtually no barrier when working with Reykjavík's music industry professionals. English is widely spoken throughout Iceland's music scene, and most curators, label representatives, and industry figures communicate fluently in English. In fact, many Icelandic experimental artists choose to work with English-language media and promotion despite their Icelandic roots. The international orientation of Reykjavík's music community reflects Iceland's position as a bridge between European and North American music cultures, making it an unusually accessible scene for non-Icelandic speaking artists.

The curators & pros on Groover are carefully selected music enthusiasts screened by the Groover Team for their ability to curate and discover talented new artists.

We review their application based on:

• Their degree of influence (globally, or within their niche)

• The quality of the content they produce

• The artists they support and their editorial line

Curators on Groover fall into three main categories, depending on what you’re looking for. You’ll gain access to the full list of curators and pros once you’ve started your campaign and added details about your track. From there, you can refine your search using filters like music genres, curator types, and countries.

• Visibility Curators: Media outlets, blogs, radio stations and shows, playlisters, and YouTube/Twitch channels. If they like your track, they’ll share it with their audience, helping you reach new listeners.

• Partners: Record labels, bookers, managers, sync supervisors, and publishers looking for their next big discovery—the artists they want to work with and represent. If you’re looking to build your network, these are the ones to reach out to.

• Advice: Managers, coaches, mentors, and other industry professionals selected for their ability to offer valuable feedback on your production, career, or overall project. If you’re sending a demo and want detailed advice, these are the people to connect with.

All record labels and pros on Groover are passionate about discovering new talent. They’ve been carefully selected based on the opportunities they can provide. Each curator and pro is independent and specializes in different music genres.

Yes! As long as you have a YouTube, SoundCloud, or Audiomack link for your track (it can be unlisted or private), you can use Groover!

You can send tracks on Groover that…

• are unfinished

• are unreleased

• will be released in the near future

• have already been released (even tracks from your back catalog)

There are record labels & pros for every level of development and any style of music on Groover.

Yes, Groover is a paid service. This is what allows us to secure the feedback you receive from the music curators and pros you've chosen, which is our #1 mission. 



Here's an overview of our fair and transparent pricing:

Grooviz are virtual credits on Groover. In order to send your track to the curators & pros of your choice on the Groover platform, you will need to purchase Grooviz.

• 1 Grooviz costs €1, all taxes included (~ $1.07 USD)

• Sending a track to 1 curator/pro will cost you 2 Grooviz. In rare cases, it will cost more (usually 4 or 6 Grooviz) to contact a curator/pro if they are one of our top curators.

• You can buy attractive packs (discounts of up to 24%!) to save money on your campaigns.

Your credits will be refunded and you’ll be able to contact any other curator on the platform.