The tastemaking Icelandic festival will hold a spin-off event in Akureyri in a bid to increase locals' participation next year
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Promoter Sena Live has acquired Iceland Airwaves, saying its priority for the festival is not to book as "many bands as possible", but to book "well"
By IQ on 27 Feb 2018
Icelandic promoter Sena Live says it plans to take Iceland Airwaves back to its roots by showcasing emerging Icelandic talent, rather than booking big international names, following its recent purchase of the festival.
Speaking to Morgunblaðið, Sena Live CEO Ísleifur Þórhaldsson says it wants to “go back to basics. We don’t think Airwaves should be chasing the big acts, but should be a festival for up-and-coming and indie bands.”
The company announced last week it had bought Iceland Airwaves along with the Airwaves brand, which previously belonged to the festival’s main sponsor, Icelandair. According to the paper, Airwaves lost almost half a million euros in 2016, owing to declining ticket sales and rising costs. “We definitely have to make cuts here and there, but we’re still not talking about people feeling like the festival is downsizing,” says Ísleifur. “It’s not about booking as many [bands] as possible, but booking well.”
Mumford & Sons, Fleet Foxes, Michael Kiwanuka, Billy Bragg and Benjamin Clementine were among the high-profile international acts who played Airwaves 2017.
“We will not be the people who destroy Airwaves”
Sena Live’s acquisition of Airwaves coincides with the departure of long-serving festival director Grímur Atlason, who says that after eight years, “it’s time to move on”, adding: “It’s been a privilege and pleasure working for this great festival with all my marvellous co-workers over the years.”
Ísleifur says the festival’s renewed focus on showcasing Icelandic talent to foreign bookers has the full support of its sponsors. “We take these obligations seriously,” he explains. While bigger bands will still be booked, “they will always have to fit into the basic ideology of the festival,” he says.
“Airwaves is a deep-rooted cultural institution which we know and feel immediately that everyone cares about,” Ísleifur concludes. “We will not be the people who destroy Airwaves.”
Sena Live is one of Iceland’s biggest promoters, recently bringing artists such as Justin Timberlake, Justin Bieber, Iron & Wine and Tiësto to the Nordic island, which has a population of around 350,000.
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