Making Iceland even cooler.

A small fish in a big pond it may be, but Iceland is proving a hit with the international music community. Now a new music conference - You Are In Control - is being launched alongside the country's 10-year-old Airwaves music festival

Despite its meagre 300,000 population Iceland has long proved to be a hotbed of musical creativity and the home of a fiercely independent music business.

The international success of acts such as Bjork, Sigur Ros and Gus Gus continues to illustrate that when it comes to creativity, Iceland effortlessly punches above its weight.

The nation's frenetic music scene is never more apparent then at the annual Airwaves festival, which celebrates its 10th anniversary this year and will see Vampire Weekend, CSS and Simian Mobile Disco join the throng of homegrown talent across Reykjavik's many venues over four nights from October 15.

Airwaves is seen as a showcase for Icelandic music and a meeting point for the international music community, so it is unsurprising that Iceland Music Export (IMX) and Trade Council Iceland should choose to launch their new international music conference, You Are In Control (YAIC), alongside what has become the key event in the Icelandic music business calendar.

Taking place on October 15 and 16 at the Hotel Saga in the heart of Reykjavik, YAIC will explore the latest trends in creative and business developments across music and media and will see an array of top-level industry executives not only lead discussions but aim to turn the talk into action.

IMX managing director and founder of You Are In Control Anna Hildur says of the conference's purpose, "We are trying to marry the thoughts of the technical people with the creatives and see how we can get a better understanding between the two.