France Export Handbook
0.8% in 2002. Dance is included in the ‘miscellaneous’ category (wh
ich equally includes genres suchas children, country, new-age, ambience, trip-hop, and hard rock...) that sold 8.2% in 2001 for 6% in2002. How can one explain these statistics when electro seems to be well infiltrated (largest presenceon FM, ad synch etc.) and makes 37 % of French export sales (SNEP reference)? Simply by movinglarge selling artists to other categories: artists such as Björk or Moby are classified as
, Gotan Project as ‘World Music’, Daft Punk and David Guetta as ‘French Variety’, which
evidently can only false the official figures. It is crucial to specify that there is a strong presence of
electro in the ‘compilation’ category. Nevertheless, electro and dance music have been, since 2003,
going through a difficult phase, with vinyl sales decreasing (-20%) similarly to the CD sales, at theexception of mixed productions with world, downtempo, pop or rock. The true figures, in terms of sales should be towards 8% to 10% than what the SNEP shows. It is interesting to notice that there is aslight increase of vinyl sales at the start of 2004.Concerning musical genres and sub-genres, trance music (psychedelic or progressive) does not workin France; it is difficult to find an audience. There is no specialised press, very few radio stations and
distributors (except Cyber Productions) in this genre. Clubs and organised nights (the “Gaïa” for
example) are really the only way in, for this style of music. House music can be quite successful, aswell as
(in the same spirit as Air, Chicks on Speed, Miss Kittin, DJHell.). Techno music does not sell much more than 10 000 to 15 000 copies in France (25 000 at best,
in the case of Richie Hawtin and Jeff Mills). Drum’n’Bass and others like Hard
-core (gabber, Indusetc.), represent a micro-market. However, lounge, nu-jazz, downbeat, trip-hop are fairly well sold:gold album for Gotan Project, Bugge Wesseltoft sells 30 000 in France, 100 000 for the Hotel
compilations...Dance music similar to the Benassi Bros, can reach important sales if correctlyintroduced to clubs by major labels (Sorpio, Happy Music etc.) and promotion companies. Dancemusic however is not a good album seller.2.1.3. ADVICE TO ENTER THE FRENCH MARKETIt is important to enter the French market through two parallel and complementary axes: thedistribution of your products and live events, more specifically the Parisian scene that may easilyattract the French media. It is widely recommended to go through a promotion agency, even only for afew months or a few albums, thus giving the time to the label to make a name and reputation for itself.Promotion agencies can work both on the promotion of an album and on a live tour. It is equallycrucial to give a dynamic affect. Once the artist is introduced, you will then be able to target thespecialised press and radios. It is difficult to advise you on what promotion company to get in contactwith, as they are more often than not specialised in a certain musical genre.
are the most established, the most efficient and the most eclectic in terms of styles of music.