The losers in the sales race are all the artists who aren't being given any Norwegian crowns for advertising.

For each million ($106,000 US) spent on TV advertising, one ought to sell about 15,000 albums to cover the costs. Such high sales numbers don't automatically mean big profits for the companies. But the artists can be left with a big cake, since they as a rule don't foot the bill for marketing.

If we believe Dagens Næringsliv, Sissel will regardless receive 30 Norwegian crowns ($3.20 US) for each album sold. If the estimates are accurate, she'll earn six million Norwegian crowns ($640,000 US).

KRÅKEVIK
Herborg Kråkevik is another artist which can score big before Christmas.

"Herborg will sell 50,000, something we'll do fine. Regardless, we're not running TV advertising on artists which can't sell at least 25,000 copies," claims Jensen.

He believes that TV advertising is the absolutely most important means to sell albums. And believes it's quite difficult to sell more than 30,000 without such. Now before Christmas there are about 50 to 70 albums which are competing for advertising time on TV, so there are many which will not make it.

"There are only 10 artists on the top 10," Jensen said laconically.

He won't admit that the marketing for Espen Lind has been unsuccessful, although Espen is falling down the hitlists.

"We can't be disappointed. We have despite everything sent 50,000 albums out to record stores. We're thinking long-term and are also looking international. A new single is also in the works," said Jensen.

He points out that an artist who is advertised on TV must have established a song with record buyers first, otherwise it's easy to fail.

"We had a great deal of faith in a British band named Lighthouse Family several years ago, but they only sold about 15,000, despite a lot of TV advertising," Jensen said.