Sigtryggur Baldursson is the managing director for Iceland Music, which is a public/private promotion and export office, and educational facility for Icelandic music. He is also a musician and a founding member of the Sugarcubes and the Smekkleysa label in Iceland and sits on various boards on behalf of Iceland Music, both locally and internationally, as Iceland Music is both a partner of Nomex, the Nordic music alliance and EMEE, the European music export initiative. He is still active as an artist but now mostly in the local and less in the international music scene.
Iceland Music was formed in November 2006 as Útflutninsskrifstofa Íslenskra Tónlistar (ÚTÓN), an export office created by various musical rights holders’ societies in partnership with governmental and private funds. In increasing access to information about Icelandic artists and collaborating with partners to promote Icelandic music abroad, Iceland Music increases the visibility of Icelandic music in the international sphere; Icelandic artists performed over 1300 international gigs in 2017 alone.