Foreign journalists create a new market

We have been in the café in Nuuk Center for almost 20 minutes when Patrick Abrahamsen finally sits down. We have come to meet him, as agreed, but since we came in, his mobile has rung at least three times.

Meanwhile, he has talked to people passing by, stood up, walked around the café and visited his computer several times to answer emails.

Meanwhile, he has talked to people passing by, stood up, walked around the café, and visited his computer several times to answer emails.

– I could use four extra hours a day, says Patrick Abrahamsen.

Interest received another significant boost on January 3rd when the United States attacked Venezuela. Since then, inquiries have increased sharply again.

– And it's been non-stop ever since. It's only gotten bigger. It's only gotten more frequent.

Because when our country becomes the center of the world, the world press will go to Greenland – and it can be felt.

A market emerges

The role of fixer is well-known in many parts of the world, but relatively new in a Greenlandic context. A fixer acts as a link between foreign journalists and the local community – helping with everything from interviews and logistics to cultural understanding.

– Foreign journalists contact everything and everyone when they need help. All companies, all platforms.

But when Trump Jr. was on his way to Greenland last year, there was no one to turn to. So Patrick had the idea.

– There was no one place you could turn to. We are trying to fill that gap with fixer.gl, explains Patrick Abrahamsen.

Fixer.gl was established last year in the wake of Trump's statements, precisely because the need became so clear. The goal was to create a single point of contact where foreign media could get help – not only for quick news, but also in the long term for larger documentaries and film productions.

He is an active fixer himself, but also has several freelancers attached. Still, there are far from enough hands.

– I could use ten more. At least.

From SAR helicopter to fixer

In addition to his work as a fixer, Patrick Abrahamsen has a completely different main occupation. He is a hoist operator at Air Greenland and works in the company's Search and Rescue (SAR) helicopter, where he is usually on duty for 14 days at a time, either in Narsarsuaq or Kangerlussuaq.

The fixer job is therefore a so-called wave profession that comes and goes in line with the world's news cycle.

– When there is pressure, like now, there is real pressure. But when the news wheel keeps turning, it becomes quiet again. That's how it is.

Over 100 inquiries

The past week has been anything but quiet, though. He's been getting a lot of emails.

– Over 100 emails and inquiries. Between 30 and 50 emails daily, plus calls on WhatsApp. It's overwhelming, he says.

According to Patrick Abrahamsen, media interest follows a clear pattern. First comes the fast news – short features and reactions from the street. Later, the longer stories follow.

– The long formats, documentaries and in-depth programs. These are often the larger companies, and they typically come a little later.

Ethical boundaries

Although the hustle and bustle is good for business, fixer.gl does not accept all tasks indiscriminately.

– We work with a clear code of conduct (ed.). We don't mind journalists intruding into places they don't have access to.

For fixer.gl, it is also about protecting the people who appear for interviews.

– When we bring in a medium, the interviewee must be able to trust that they will be treated properly and that no questions will be asked that have not been agreed upon.

This also means that some media are screened out, including if they are considered to have a hidden agenda.

– There are media outlets that are actually propaganda. We say no to them. You have to know who you are working with and what narrative they are sending out about Greenland.

Local influence on the narrative

For Patrick Abrahamsen, the fixer job is more than just a service function.

– It's a fantastic opportunity for us locals. Not only to show that Greenland is not a third world country, but also to help shape the angle that foreign media presents.

According to him, many journalists arrive without sufficient background knowledge.

– They don't know our history, our society and our political reality. We can help to nuance the picture there.

Waves of interest

Fixer.gl is still in its early stages, even though the company was founded last year. Work comes in waves – often driven by international news cycles.

– When the news wheel turns again, it becomes quiet again. But then we have gained experience and contacts that we can use next time.

And next time can come quickly.

– It depends on what happens politically. The more cracks there are, the greater the interest from the media, says Patrick Abrahamsen.