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Festival Q&A: Signe Lopdrup, Roskilde

IQ caught up with Signe Lopdrup, CEO of Roskilde Festival Group, about the changes and successes of the 2024 edition of the massive Danish festival.

With a lineup of 200 artists, including Foo Fighters, Doja Cat, and 21 Savage, and a huge programme of performances, art installations, workshops, and debates, this year’s edition of Roskilde was another huge success.

In the September edition of IQ, Lopdrup spoke about changes in fans’ behaviour, equal access for attendees, and changes for next year’s edition…

IQ: From an audience perspective, how was the feedback this year?
SL: It’s been very positive. One thing that a lot of people and media noticed was the number of women and non-cismen on stage, being equal to or maybe even a bit bigger than the number of cismen. We had a very balanced programme in terms of gender. On the flipside, we did get some rain, but nothing we couldn’t handle.

Were there any specific challenges that your team faced this year?
Single use of camping gear and other stuff is still a challenge. We do a lot to optimise our waste management systems and sort more waste to recycling, but we struggle with tents, chairs, and air mattresses left behind at the campsite. This will continue to be a challenge next year, but we will focus even more on developing our systems for waste management and how we can engage attendees in sustainable behaviour at the festival.

“The younger demographic seems to have a more mindful and holistic approach to the festival experience”

Were there any new elements at Roskilde 2024 that worked well or captured the imagination of the fans?
Focusing on equal access and thriving at the festival has been something we’ve taken intentional steps to improve and that we can see have had a really positive effect. That includes squat urinals for women and others who squat to pee, free access to menstrual products, Soft Spots staffed by people trained in psychological safety, and calm areas where it was possible to take a break from noise, input, and alcohol. We also did sign language interpretation of some of the concerts for the first time. We saw a very strong engagement in workshops and debates that addressed current issues of our time like climate change and other global crises.

Have you witnessed any changes in the behaviour or habits of attendees?
We see an increased focus on caring for each other and a growing consciousness around how we are doing while we are at the festival. Especially the younger demographic seems to have a more mindful and holistic approach to the festival experience. That also brings an increased focus on the intensity levels that come with attending a festival and the need for breaks and more quiet spaces. There’s also a curiosity around partying without drinking alcohol, or drinking less.

Or any changes in how sponsors interact at the festival?
The festival is a platform where partners can develop and showcase sustainable solutions for the future and improve them further. We observe that companies increasingly move away from traditional marketing campaigns, instead choosing to show their audiences what they do to make a positive impact. It is natural to do this at Roskilde Festival, where we are already gathered to share inspiration, great experiences, and enjoy the community.

“As an industry, I would like us to consider the scale of touring crews and the hours they work”

Are you planning any specific changes for 2025 already?
In 2025, we will have a new and larger version of our iconic main stage, the Orange Stage, replacing the current stage from 2001. The enhanced stage is designed and sized to accommodate the complex and extensive stage productions that the biggest artists bring with them. With increased dimensions and improved load-bearing capacity, the new Orange Stage will provide not only a sublime sound experience but also a stronger visual performance that reaches the many festival participants in front of the stage. Next year, we will be even more integrated with the local community, institutions, and municipality, as we work on a long-term artistic project that will unfold both during Roskilde Festival and in the daily life of the city of Roskilde.

What can the festival business do better?
As an industry, I would like us to consider the scale of touring crews and the hours they work. There is a tendency for artists to incorporate more show elements, which results in larger crews and longer hours. We should discuss whether more production elements could be sourced locally. This could both provide better work conditions for the crew and reduce the environmental impact of touring – and secure more local engagement.

Roskilde Festival Group’s head of DEI and behaviour Mika Christoffersen will appear on the Changing Demand: Couch Surfing to Crowd Surfing panel at the International Festival Forum tomorrow (26 September).

 


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IQ 130 out now: Adele, Rock in Rio, Green Guardians

IQ 130, the latest issue of the international live music industry’s favourite magazine, is available to read online now.

In our bumper September edition, Adam Woods goes behind the scenes of Adele’s historic Munich residency while Gordon Masson talks to the team behind Rock in Rio as the iconic event turns 40.

Elsewhere, ROSTR and IQ analyse the lineups and bookings of 50 top European festivals and the Green Guardians 2024 list is revealed.

This issue also delves into the live music markets in Ireland and Singapore and notes some of the best innovations that debuted during the festival season.

To wrap up the season, Roskilde’s Signe Lopdrup and Isle of Wight’s Caroline Giddings discuss the triumphs and tribulations of their 2024 events.

For this edition’s columns, Pax Nindi champions change in festival production and Pascal Van De Velde outlines Gent Jazz Festival’s transformation.

A selection of magazine content will appear online in the next four weeks but to ensure your fix of essential live music industry features, opinion and analysis, click here to subscribe to IQ – or check out what you’re missing out on with the limited preview below:

 

 


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“Better each year”: success for Roskilde 2019

Denmark’s Roskilde festival had its 49th outing this weekend, selling out all tickets and featuring headline performances from Bob Dylan and Cardi B. However, despite this commercial success, it appears that social activism remains at Roskilde’s core.

“It was a really fantastic year,” Roskilde chief executive Signe Lopdrup tells IQ. Aside from less than favourable weather, “there were no big issues at all.”

Organised by the Roskilde Festival Charity Society and working with 30,000 volunteers each year, the Danish festival has always had a humanitarian and social aim.

This focus was apparent this year through the announced partnership with Freemuse, an organisation defending freedom of artistic expression. The festival pledged 1.5DKK (£180,770) to Freemuse over three years to “help make the world safer for artistic expression”.

On stage, there was no shortage of artistic expression at Roskilde, which featured a “really strong” arts and activism programme, alongside a full music schedule.

“The programming came together very well this year,” says Lopdrup. “We always aim to give a voice to the youth in society and we managed to do that really successfully this year.”

The music programme also placed a special focus on young talent, despite a bill of headline acts such as the Cure, Robyn and Travis Scott, as well as Bob Dylan and Cardi B.

“One of our goals is to show fans something they haven’t seen before”

Presenting plenty of new acts is something Roskilde has worked on over the years, says Lopdrup, facilitated by a large, diverse line-up and “curious festivalgoers”.

“One of our goals is to show fans something they haven’t seen before,” explains the Roskilde chief.

Major breakthroughs for this year included the presence of “a lot of strong female artists”.

Rather than using quotas to ensure an equal representation of women, Roskilde focuses on “presenting strong and progressive female artists”, giving them slots that allow them to “make their mark and inspire others”.

Christine and the Queens, Rosalía, Jorja Smith and Janelle Monáe were among high-profile female acts on the bill at this year’s Roskilde.

Looking ahead to the festival’s 50th anniversary next year, Lopdrup prioritises a future-facing attitude over a celebration of the past.

“We are a youth-focused festival – the average age of attendee is 24 – and our goal is to engage with the younger generation and with the future. As a festival, we have a special responsibility to tackle important social and global issues and to continue looking ahead.”

Roskilde Festival 2020 will take place from 27 June to 4 July.

 


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