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Knutsen & Ludvigsen put Norwegian street paper readers in a spin with golden vinyl giveaway

Norwegian street paper Sorgenfri is proving a hit with music fans in Trondheim this month thanks to the revival of one of the country’s most popular songs.

The street paper is boosting sales with a competition that celebrates the 40th anniversary of a popular record by Norwegian national treasures Knutsen & Ludvigsen in a special vinyl giveaway.

“For us at Sorgenfri, this kind of publicity is worth a mint. We are very happy that they use us as an outlet. Both the team behind the magazine and the vendors feel honoured that they choose to do it that way,” said Erlend Paxal, manager of Sorgenfri.

Lucky Sorgenfri reader Thorfinn Borkhus shows off his free Knutsen & Ludvigsen vinyl with vendor Anita, who sold him the winning magazine.

Described by the Norwegian Pop & Rock Encyclopedia as “more than a famous duo… an institution”, Øystein Dolmen (‘Knutsen’) and Gustav Lorentzen (‘Ludvigsen’) produced surreal music for kids and adults in the 70s and early 80s.

Their song Gamle gule skiva te Beach Boys [Beach Boys’ Old Yellow Record, in English] was released in 1975 and has been an enduring hit on Norwegian radio ever since.

Now, Øystein Dolmen and producer Torgeir Lund, of Norwegian label Crispin Glover Records, have worked with Sorgenfri to make the vintage tune available for the first time on yellow vinyl.

The special edition is available exclusively to lucky readers of the street paper with 100 of the limited edition records hidden away in random copies of the street paper. Readers will have to buy a magazine to see if it is a winning copy.

There is also one ‘golden ticket’ available, winning one reader an exclusive silk print sleeve created by Dolmen, who famously produced the artwork for all the covers of the band’s albums, along with the record.

The giveaway also coincides with the national release of animated film Knutsen & Ludvigsen og den fæle Rasputin [Knutsen & Ludvigsen and the hideous Rasputin] which features music from the duo.

The Sorgenfri record’s B-side includes a cover of another well-known Knutsen & Ludvigsen song, Hei, ny dag, performed by Aslak Dørum, writer and bassist for popular Norwegian rock band (and big Knutsen & Ludvigsen fans) DumDum Boys.

Producer Lund has previously worked on three other singles for Sorgenfri, including an exclusive track by Trondheim rockers Motorpsycho which was mounted on the street paper’s cover last year.

According to Sorgenfri editor, Dag Rønning, these annual special editions in the run-up to Christmas see vendors sell 20-30 % more copies than usual.

The Motorpsycho promotion was so popular that Dag was inundated with desperate emails from their fans in Germany, Belgium and even Brazil, all pleading for copies of the single.

This year’s single has already proved a hit with Sorgenfri readers, many of whom have been sharing the latest addition to their music collection on social media.

If you can’t make it to Trondheim to pick up a copy yourself, you can still check out how the bright yellow vinyls were made in the cool video below.

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