Blog : Nation Branding

Arts Holland

Arts Holland

Arts Holland

Discover the world’s arts district

Online editing, writing, blog concept and coordination, magazine, social media, translation, PR and communications

Website Magazine


Arts Holland promotes Dutch arts and culture to an international audience and markets the cities of Amsterdam, Utrecht, The Hague and Rotterdam as the “world’s arts district”. Arts Holland wanders off the beaten path and guides travelers through the beautiful Dutch cultural landscape. We have selected the crème de la crème of cultural places and events, and are therefore the little black book when it comes to cultural travelling.

Arts Holland is a consortium of three leading players in the field of arts, culture, new media and tourism: the Netherlands Board of Tourism & Conventions, Netherlands Uitburo and Waag Society. Together with organizations in the field of arts, culture, communication, transport, creative industry and technology, Arts Holland develops a series of tools to help guide visitors through the high-brow cultural landscape of Holland.


Photo: Krista van der Niet (Arts Holland magazine)


As editor for Arts Holland, I was in charge of developing, writing and publishing content to the Arts Holland magazine, website and blog. For almost two years, I developed content and wrote texts about museums, cultural institutions, venues and events for the Arts Holland website and magazine.

Moreover, I have developed the concept of the Arts Holland blog. I have developed the editorial guidelines and standards of the blog and was in charge with managing, coordinating, and linguistically editing the work of our bloggers. As web-editor, I plan content in line with the marketing and communications and social media calendars, which entails setting deadlines and coordinating the schedule with bloggers and the team.

Arts Holland is a consortium of several parties, so it is part of my job to network, alert and coordinate with press relations offices, bloggers, photographers, city marketeers and partners involved in the project with regard to content arrangements (follow-ups of articles, requests for photographs, etc.)

Editor’s Picks


From Sweden with Love

From Sweden with Love


Swedish Indie music and the Nation Branding of Sweden

From Sweden with Love:

Swedish Indie music and the Nation Branding of Sweden

Master thesis – MA Euroculture
Georg-August University Göttingen, Germany
Deusto University, Spain


Swedish contemporary music has been gaining popularity abroad. Sweden is the third biggest music exporter in the world, only second to the United States and the United Kingdom. Swedish Indie music, which refers to the contemporary type of music coming particularly from Sweden, is garnering a large number of loyal fans from different parts of the world. This could be tracked in the numerous music blogs solely devoted to Swedish Indie, clubs, commercials and advertisements on television, Hollywood movies and college radio. Perceptions of Sweden, of the country and its culture, then are becoming more and more widespread through Swedish music. The main objective of this study relates to this: to examine the role(s) of Swedish Indie Music in the way Sweden is portrayed and perceived as a nation.

The thesis aims to explore the phenomenon of contemporary Swedish Indie music and to find out how it contributes to the promotion of the image of Sweden as a nation. On one hand, it explores the success of Swedish music and on the other, it tries to grasp what this means for Sweden and how it influences the perception of Swedish culture and identity to the outside world. It intends to find out how Swedish music, particularly Swedish Indie music, plays a role in how Sweden is effectively and positively represented as a nation.

The study was done in cooperation with the Department of Analysis and Coordination of the Swedish Institute and includes a quantitative study of Swedish indie listeners’ perceptions of Swedish culture. It also includes interviews with the Shout Out Louds, Sound of Arrows and Speedmarket Avenue.