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One of the most important trends to look for in 08 is the continuing battle between nationalization and globalization.

It will impact everything from politics to branding.

The power and importance of national tradition is nicely represented in a new film by the Icelandic band Sigur Ros.

Sigur Ros are one of the most interesting and enigmatic bands around; despite signing in their native Icelandic, they still manage to have garnered a massive worldwide following. Their music is a cacophony of pure emotion and atmospherics that renders the meaning of the lyrics un-important.

In 2006, after months on the road, the band decided to return to Iceland and tour the country appearing at surprise free concerts across the island.

It was a return to the brands roots and a thank you to the country that made them. The result of the tour can be seen in the documentary Heima.



The film is a stunning exploration of the band, its music and the country of Iceland as told through a series of incredible performances that take place in the most unlikely surroundings; the bottom of a fish oil tank in a deserted fish factory, outside a village church, inside a village hall, in the middle of a beautiful valley and somewhat more expected in front of 25,000 fans in Rekyivaik.

In a way, the film is a tribute to the strength, importance and resilience of local roots and tradition.

It shows the band collaborating will local musicians, brass bands and artists.

All the shows are wonderfully shot and edited in a way that seamlessly blends, band, crowd and country.  It gives you an understanding of what the band is made of and the atmosphere and surroundings that have played a role in shaping the bands’ unique soundprint. At the island concerts, instead of the expected crowds of hip Icelandic youth, those attending are multi-generational with equal numbers of starry-eyed grandparents and grandchildren.

Heima shows a Sigur Ros keen to resist the commercialism at all costs approach and remain firmly attached, committed and passionate about the island they come from.

Posted by Ed Cotton