Who Can Make the Coffee?

Performing Arts Industry Day on Producing and the Role of the Producer

Friday 11 September 2026
13:00–17:00
Performing Arts Centre Iceland, Austurstræti 5, Reykjavík
Free admission – registration required

What does a producer do in the performing arts – and what impact can strong producing have on the development, collaboration, distribution and lifespan of artistic work?

This autumn’s Performing Arts Industry Day focuses on producing and the role of the producer. Bringing together perspectives from Iceland and across the Nordic region, we will explore the different roles producers can play, how producing relates to artistic development, and what kinds of knowledge, networks and support structures are needed to create strong conditions for producing in the performing arts.

Producing is about more than organisation and delivery. A producer can be involved from the earliest stages of a project, contribute to its development, financing and planning, build partnerships and co-productions, and create connections with venues, partners and the international performing arts sector. But there is no single definition of the producer’s role – nor is there one model for producing.

Throughout the day, we will ask: When does a producer become essential to a project? Does the current support system provide the right conditions for producers and producing? And how can we extend the life of performing arts works, both in Iceland and internationally?

REGISTER FOR THE INDUSTRY DAY AND/OR WORKSHOP

Programme

13:00 – Opening
Friðrik Friðriksson, Director of Performing Arts Centre Iceland, opens the Industry Day.

13:10 – The Role of the Producer in the Nordic Performing Arts
Sigrid Aakvik, Creative Producer, Art & About

In recent years, the role of the producer has evolved far beyond traditional project management. Drawing on her experience in Denmark, Norway and across the Nordic performing arts sector, Sigrid Aakvik will explore the producer as a partner in artistic development, co-production, international distribution and the development of more sustainable careers for artists and companies.

13:30 – Questions and discussion

13:40 – Panel: The Producer – Bridging Art, Production and the Future

Sigrid Aakvik, Creative Producer, Art & About
Ragnheiður Maísól Sturludóttir, Producer, MurMur
Máni Huginsson, Head of Production, National Theatre of Iceland
Aude Busson, Performing Artist

Four voices with different experiences of producing discuss the role of the producer, collaboration between artists and producers, and the different contexts in which performing arts are produced.

14:20 – Questions and discussion

14:30 – Coffee break

14:50 – Digital Tools for Producing
Friðþjófur Þorsteinsson

A short introduction to how digital tools can support planning, communication and project management in performing arts production. Showdeck.io will be presented as one example of the tools available to producers and artists.

15:05 – Roundtable Discussions

Participants will move between three discussion tables, taking a deeper look at some of the key questions raised during the day. The aim is to bring more voices into the conversation and identify ideas and perspectives that can be taken forward.

16:20 – Reflections and Discussion: What Do We Take Forward?

The table hosts will share key points from the discussions, followed by an open conversation with participants and representatives from public authorities and the funding and support system.

What common challenges have emerged? Where are the opportunities? And what can we take forward to strengthen producing, professional development and the support structures for the performing arts in Iceland?

16:55 – Closing Remarks

A brief reflection on the main themes of the day and an introduction to the workshop taking place the following day.

17:00 – Programme ends, followed by light refreshments

Want to Go Deeper? Workshop on 12 September

Saturday 12 September 2026
10:00–15:00
Performing Arts Centre Iceland, Austurstræti 5, Reykjavík
Workshop fee: ISK 6,900, including lunch

The day after the Industry Day, Sigrid Aakvik and Ragnheiður Maísól Sturludóttir will lead a practical workshop for producers, emerging producers and artists who produce their own work.

Building on the conversations from the previous day, the workshop will take a deeper and more practical look at key aspects of producing, including:

• fundraising and financing
• networking
• marketing
• touring
• distribution

The emphasis will be on tools, approaches and experience that participants can apply directly to their own projects.

Places are limited.

Further details about the workshop programme will be announced soon.

REGISTER FOR THE INDUSTRY DAY AND/OR WORKSHOP

Performing Arts Industry Day is a forum where professionals from across the performing arts sector come together to discuss, listen, exchange knowledge and think collectively about the development and future of the performing arts in Iceland.

The Industry Day and workshop form part of Hvem kan lage kaffe? A Producer Exchange between Norway and Iceland, a collaborative project between MurMur, Art & About, RAS and Performing Arts Centre Iceland.

The project has received funding through Norsk-islandsk kultursamarbeid, a funding programme administered by Kulturdirektoratet (Arts and Culture Norway).

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