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Positivus festival reaps rewards from site move

Founder and CEO Girts Majors speaks to IQ about how the festival's move to Latvia's capital city unlocked the most impressive edition yet

By IQ on 22 Jul 2022

Positivus, Riga

Positivus, Riga


Positivus founder and CEO Girts Majors has spoken to IQ about how the festival was able to afford its most impressive and expensive line-up yet thanks to a change of location.

Established in 2007, Positivus is the largest popular music and arts festival in the Baltics, welcoming up to 30,000 local and international fans each year.

Muse, Nick Cave, Robert Plant, Iggy Pop, Ellie Goulding, The xx, Sigur Rós and Sinéad O’Connor are among the world-class acts that have performed at the festival, which for 13 years has taken place in the small beach town of Salacgriva.

This year, the festival took place in Lucavsala park – a 370-acre island on the Daugava river in the capital city of Riga – in order to become “more accessible to a wider audience”.

“Riga can provide a green island in the middle of the city… there are not many European cities that can provide such a unique location so close to the city centre,” says Majors.

In total, the festival sold 20,000 tickets – the highest number of visitors in years

Most importantly, the new location has resulted in more financial support (from the city of Riga), a bigger site, and several new sponsorship deals.

And so, despite the financial impact of the Covid-19 pandemic, the festival was able to book its most expensive line-up yet, bringing acts such as Megan Thee Stallion, A$AP Rocky and Thundercat to Latvia for the first time ever.

In total, the festival sold 20,000 tickets – the highest number of visitors in years, according to Girts.

And while the festival encountered typical challenges such as rising costs, USD rate and a loss of regular professionals, not a single artist dropped out of the lineup.

Off the back of the most “impressive” edition in the festival’s history, Girts says: “There are no doubts anymore that our current site can give you the best Positivus festival experience”.

 


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