When you think of European music, what do you think of? The somewhat dubious entries in the Eurovision song contest, or the Dancing Queen’s ABBA? I have to confess I’m guilty on both counts, but it doesn’t take much digging to find out there’s much more to European music than meets the eye, particularly when it comes to sounds coming from the Nordic countries.

Take Sweden for example; along with ABBA, their other successful music exports have included the rock powerhouse that is Europe, Roxette, The Cardigans, Ace of Base, and Robyn. Finland, Denmark, Iceland, and Norway have all had their share of music exports too. But back to the present, and Nordic music is being brought to the forefront of the London club scene, with a monthly showcase highlighting a new wave of talent emerging from these countries.

The showcases aim to feature music across several genres, highlighting acts that are ready to make an impact in the UK. British media, tastemakers, and music industry professionals are expected to attend the showcases, which will take place at The Lexington in London.

The first Ja Ja Ja showcase will take place on November 19th, and acts featured will be chosen from a shortlist that BBC Radio 1 DJ Huw Stephens has compiled. To get involved in the nights, artists submit their material to their local Music Export office. These organisations then choose a shortlist of what they call ‘export ready’ artists, and from there, a British guest curator will choose the final line-up. The end result, will hopefully be a strong platform for all the chosen artists to showcase their material to London crowds, and the hotbed of music professionals that inhabit our capital city.

If you’re in the mood for a truly Nordic affair, then make sure you keep your eyes on one of the web links below, for further information.

http://www.jajajamusic.com
http://twitter.com/jajajamusic
http://www.myspace.com/jajajamusic