Reyka’s Breakthrough at Iceland Airwaves Will Send New Acts to Play Alongside Some of the World’s Most Cutting Edge Bands
NEW YORK – June 20, 2012 – Dirty Projectors, Of Monsters and Men, and Sigur Rós are each confirmed to play the acclaimed Iceland Airwaves music festival, running October 31 – November 4, 2012. Now, Reyka Vodka, the first vodka ever distilled in Iceland, is giving up-and-coming American bands their chance to take a spot onstage as part of the world’s most revered and celebrated cutting edge music festival. 
            Beginning June 20, bands can submit their tracks to and two bands, selected by Iceland Airwaves, will win a weeklong trip to Reykjavik including travel and lodging, and get their shot to play alongside some of the most exciting and inspired names in independent music.
Once the bands have been selected, then it’s the fans’ turn. Beginning August 14th, fans will be encouraged to vote for their favorite of the two bands via the Reyka website. The band that receives the most votes will select two lucky contestants at random from its pool of voters to win an all expenses paid trip to Iceland Airwaves for them and a friend.
            “Iceland has long been known as the home of some of the most creative musicians in the world – just look at Bjork and Sigur Rós,” said Caspar MacRae, Vice President of Brand Marketing for William Grant & Sons. “We’re excited to work with Iceland Airwaves to bring two great American bands and four lucky American fans to experience this unique festival and see firsthand the purity and energy of the Icelandic culture that gave birth to Reyka Vodka.”
          Since the first edition was held in 1999 (in an airplane hangar), Iceland Airwaves has become one of the premier annual showcases for new music – Icelandic and otherwise – in the world. The ever-growing festival has continually been an object of admiration and serious interest for music fans and critics worldwide. Rolling Stone magazine called Iceland Airwaves the "The hippest long weekend on the annual music-festival calendar”, with Pitchfork adding its acclaim for the festival’s “unbelievable zest for music and celebration".
This marks the second year Reyka Vodka will bring some of the best in America’s indie music cred to its Icelandic homeland through Breakthrough at Airwaves. In 2011, YACHT, Caged Animals and Young Magic each were selected for the program and, in addition to sharing their music with an international audience, were taken on a hometown tour of Iceland courtesy of Reyka; Reykjavik, Blue Lagoon, and the Golden Circle were just some of the natural wonders the group experienced firsthand providing a glimpse inside this unique island that has spawned a truly distinct creative culture.
            ““Reyka is an important proponent and advocate of Icelandic culture, and a supporter of the independent music scene,” said Grimur Atlason, Festival Manager of Iceland Airwaves. “It’s this investment and commitment that makes them ideal partners for Iceland Airwaves. We’re so pleased to have them involved for a second year, and excited to see the talent that will join our incredible line up!”
          By simply uploading three original tracks, photos and a biography/website link to the official Reyka Vodka website (, any U.S.-based artist or band can formally enter the competition. Iceland Airwaves will review and judge all eligible entries submitted. Prize package includes a performance on the Iceland Airwaves stage and off- venue gigs, featured airplay on Icelandic radio, access to Iceland Airwaves performances and events at Reykjavik's hottest venues, as well as a tour of the Golden Circle and airfare and hotel accommodations for one week. The contest will close August 6th, 2012, with the winning bands to be announced August 14th, 2012, and winning consumers to be announced on September 7th 2012.
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