Today, the Nordic countries are successful exporters of popular music and looked upon as influential on the music scene. This chapter examines the role that music plays in building the Nordic nation brands. The study focuses on two cases during 2016 and 2018 at the festival South by Southwest in Austin, US, where the Nordic countries collaborated in branding the region. The work was done by many actors, both public and private organisations, with common branding objects but also with own commercial objects. This chapter investigates the underlying cultural export, branding strategies and the brand management and leadership of the Nordic music brand. It is concluded that in order to succeed, the cooperation between the countries relied on common and clearly defined values, a thorough strategy, successful and shared leadership and not least a collaborative, inclusive modus and an ever-expanding network.