How much would you be willing to pay for a song if at the time of purchase the only detail you know is the performer?

One track. One vinyl. One buyer who understands the value of music.

Gramex, the copyright society of recorded music in Finland, and the rap duo JVG, one of Finland’s biggest artists ever, have launched an unprecedented campaign, offering the artist’s new song for sale as a single, unique vinyl record – a first in Finnish history. All proceeds from the sale will be donated in full to band activities for young people.

JVG created a new, unique track specifically for this campaign – a track that can only be heard by purchasing the record. The song has been pressed as a vinyl, of which only one copy exists worldwide. Anyone can place a bid for the song to own a piece of Finnish music history.

However, there is a twist: the buyer will not necessarily be the highest bidder, but rather the one who understands and can articulate the true value of music. The artist will personally select the lucky individual(s) who will become the record’s owner(s).

“We want to encourage everyone to consider the value of creative work during these challenging times. This isn’t just about us; it’s about advocating for the appreciation of everyone in the music industry. Furthermore, the value of this isn’t measured by money alone. We want the buyer to tell us what makes music important to them or their organisation. We hope to see offers from fans, sports clubs, businesses, investors – anyone who values music and the effort it took to create,” stated Jare and Ville-Galle, the two members of JVG.

The album cover keeps the song’s name censored

“The fact that the buyer can own this unique song, and use it freely makes the campaign even more interesting. Depending on who purchases the song, it might bring them value in different ways – from pure listening enjoyment to even business value,” added Lauri Arjas, a senior creative at Kurio, the creative agency behind the campaign.

The people and organisations submitting a public bid will be announced throughout the campaign, and the total number of offers can be tracked live on the campaign website. The submission period for bids will close on 11/25/2025. The final buyer, selected by the artist, will be announced at the beginning of December.

“We want to pay it forward: all proceeds will be directed straight to the youth. We hope that every young person has the opportunity express themselves and pursue their dreams – and, through that, find their community and sense of belonging”, commented Jare and Ville-Galle of JVG.

The sale price of the record will be donated in full to charity. The beneficiary is Rock Camp, an organisation providing low-threshold, bully-free band club and camp activities across Finland.

Highlighting the significance of creative work: music doesn’t emerge from a vacuum

The campaign starts an important discussion about the appreciation of music and creative labour at a time when the need for comfort, hope, and community is greater than ever.

“Yet, people are willing to pay less for the use of music than before – sometimes nothing at all. New content is released on platforms at a record pace and generic, algorithm-generated background music is played in public spaces,” said Sari Aalto-Setälä, Gramex’s director of communication and PR.

Rising costs and cuts in the cultural sector are making professionals’ work increasingly difficult. The campaign aims to highlight the intrinsic value of music created by people and emphasise that music does not simply emerge from a vacuum.

“These changes are rattling the entire music sector, regardless of genre, career stage, or income level. It is fantastic that one of the most prominent, long-standing artist duos in Finland has joined us to spark a discussion about a phenomenon that impacts all of us music industry professionals. A ‘one for all’ mindset is essential in the current climate,”  said Sari.

The campaign highlights the work it takes to create music, often requiring dozens of people and thousands of hours of work, and reminds people that a fair compensation is a concrete way to show one’s appreciation for it.

“Music would not exist without the dedication of performers, producers, and other music professionals. Our mission at Gramex is to help music thrive and, in doing so, bring more joy and well-being to the world. When the creative sector flourishes, it generates employment, boosts the economy, and strengthens society as a whole,” concluded Sari.