PROFILE

MY SUBSCRIPTION

LOGOUT

x

The latest industry news to your inbox.


I'd like to hear about marketing opportunities

    

I accept IQ Magazine's Terms and Conditions and Privacy Policy

Avicii Arena launches unique merch store offer

A new store is opening inside Sweden’s Avicii Arena with the twist that customers can only pay for merchandise with their emotions.

The Break The Silence campaign has been launched today by the naming right partners behind the Stockholm venue to raise awareness around young people’s mental health.

Avicii Arena was established in May 2021 through a collaboration between the Tim Bergling Foundation, Trygg-Hansa, BAUHAUS, and ASM Global. Avicii, real name Tim Bergling, died by suicide in 2018 aged just 28. The Tim Bergling Foundation was set up by the Swedish DJ’s family following his death to raise money for mental health-related issues and suicide prevention.

The new store, which will be accessible to visitors during event nights, will sell exclusive items such as a limited-edition cap designed by artist ANJI. To buy the cap, customers can scan a QR code and answer a few questions focused around their emotional state in that moment. A digital receipt will then be sent and the item can be collected. During the opening of the store in Avicii Arena, licensed psychologists and counsellors will be on-site for those seeking assistance.

“This in-venue-store is truly the first of its kind, and we hope it contributes to breaking the stigma around discussing emotions”

“This in-venue-store is truly the first of its kind, and we hope it contributes to breaking the stigma around discussing emotions,” says Alexandra Björnsson, project manager at the Tim Bergling Foundation. “Simultaneously, it’s crucial to focus 100% on the young here and be willing to really listen and support. Through this initiative, we aim to create an inclusive atmosphere where discussing emotions and mental health is natural, offering young people the tools they need to thrive.”

The store opening marks the beginning of a string of activity from Break The Silence, focusing on openness and breaking the stigma around discussing emotions, to prevent young people from experiencing mental health issues and ensuring they receive the necessary support.

“Learning to express and manage emotions helps children and young people feel better,” adds Björnsson. “Research indicates that the ability to communicate feelings, coupled with positive relationships with adults, is among the most critical protective factors in life against issues like depression and suicide. If you early on learn to articulate emotions it can provide a solid shield for the future.”

A second Avicii tribute concert, Together For a Better Day, will be held at the 15,000-cap arena (formerly the Ericsson Globe) on 6 December.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

ASM Global continues Nordics expansion

Venue management giant ASM Global has announced three new appointments as it continues its expansion in the Nordics.

Tobias Ekman has joined the company as general manager for four arenas in the Stockholm Globe District, including the 15,000-cap Avicii Arena and 30,000-cap Tele2 Arena, and Michael Yngvesson is named GM of the 50,000-cap Friends Arena in Stockholm, while David Laturnus comes on board in the newly-created role of F&B director Nordics.

Ekman and Yngvesson start with ASM in January 2024, with Laturnus taking up his position in April.

“I’m delighted to welcome three such highly-experienced and widely-respected industry leaders to the ASM Global team as we enter a period of business growth in the Nordic region,” says Marie Lindqvist, ASM’s SVP operations Europe. “This is an important market for us, and since expanding further into Finland just this year, it’s an exciting time with a series of major projects in the pipeline including the redevelopment of Avicii Arena and Annexet, new naming rights partners, our move to bring F&B in house, the development of new content and of course along the way, further elevating the fan experience.”

Ekman, who is currently CEO of artist and promoter agency Jubel, will oversee the Avicii Arena through its full-year closure in 2024, during which it will undergo a complete renovation, set for reopening in January 2025. He has previously served in senior commercial roles for Live Nation in Sweden and the US.

ASM Global currently operates eight arenas, stadium and theatres in Sweden and Finland

As well as serving as GM of Sweden’s national stadium, the Friends Arena in Stockholm, Yngvesson will also continue as operations director for ASM in the Nordics. Yngvesson joined the firm around a year ago, and has held a number of senior positions in sales and operations across multiple industries. Concerts lined up at the venue in 2024 include Taylor Swift, Bruce Springsteen and Melodifestivalen.

Elsewhere, Laturnus, who has been brought in as F&B director Nordics, has worked in most of Stockholm’s arenas and stadiums, most recently as MD of F&B operator Five Moments. He will be tasked with overseeing all aspects of F&B operations in the region.

ASM Global currently operates eight arenas, stadium and theatres in Sweden and Finland, and further expansion in the region is anticipated. The entered Finland this year as part of its development in the Nordics to take on operations at the Kulttuuritalo, as well as exploring the future development of the Hanasaari power plant area, Hanasaaren Voimala, in Finland.

Last week, premium experiences specialist Legends confirmed its long-rumoured acquisition of ASM, subject to regulatory approval.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

Second Avicii tribute concert announced

The Tim Bergling Foundation has announced an Avicii tribute concert will take place in Sweden this December.

The second Together For a Better Day event will be held at the 15,000-cap Avicii Arena (formerly the Ericsson Globe) in Stockholm on 6 December to raise awareness of mental health-related issues.

Tickets for the charity concert are priced from SEK195-395 (€17-34), with acts to include Yung Lean, Griff, Cherrie, Dan Tyminski ,Cleo, Jireel, Daniela Rathana, Adaam, Jelassi + Ayan Ahmed, Hurula, Thomas Stenström and Wermland Operas Orkester, among others.

Avicii, real name Tim Bergling, died by suicide in 2018 aged just 28. He had retired from touring two years earlier.

The Tim Bergling Foundation was set up by the Swedish DJ’s family following his death to raise money for mental health-related issues and suicide prevention.

The first Avicii Tribute Concert was held at Stockholm’s Friends Arena in December 2019

The Ericsson Globe was renamed Avicii Arena by Stockhom Live in 2021 in his memory. The ASM Global company partnered with the charity, along with local sponsors Trygg-Hansa and Bauhaus, to transform the venue into a “global symbol for mental illness prevention”.

“With our worldwide reach, ASM Global takes tremendous pride in not only presenting unparalleled entertainment experiences but also in playing a positive role in the lives of our millions of guests in countries throughout the world,” said ASM president and CEO Ron Bension at the time. “We’re honoured to participate in this collaboration to help prevent mental illness.”

Artists including David Guetta, Kygo, Rita Ora and Adam Lambert participated in the first Avicii Tribute Concert in December 2019. The concert was held at Stockholm’s Friends Arena and featured music from Avicii’s posthumously released album Tim, performed for the first time.

The event, which drew the stadium’s record attendance of 58,163, featured 19 of the singers who appeared on Avicii’s songs, performing alongside a 30-piece band. Sets from fellow DJs included Guetta, Kygo, Dimitri Vegas & Like Mike and Nicky Romero.

 


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.