ATL Sweden partners on new artist initiative

All Things Live (ATL) Sweden is partnering with Swedish travel company SJ on a joint effort to promote and break new acts on the live scene.

The New Things Live initiative will make four stops in in autumn and winter of 2024, with events in Örebro, Stockholm, Gothenburg and Oslo – each featuring a unique artist lineup.

“With New Things Live, we enable an important step for artists on the journey towards the country’s biggest stages,” says Linus Bertholdsson, creative concept developer at ATL Sweden. “In the coming months, we will give a line-up of exciting live acts the chance to continue meeting and building their audience at gigs and festivals around the country.”

The first stop will be at the Live at Heart festival, which runs from in Örebro from 11-14 September, which will showcase acts such as Oscar Zia, Emilia Pantic and Fabräk.

“It feels really exciting to be able to give some of music’s future names the chance to take that last step towards the biggest audiences”

SJ, which already has longstanding partnerships with Way Out West and Åre Sessions, has commented its latest investment in the country’s live music sector.

“It feels really exciting to be able to give some of music’s future names the chance to take that last step towards the biggest audiences,” says Amanda Swenzén, who is responsible for collaborations at SJ.

“We are proud to be able to make another contribution for both artist and live audience. Music means so much to both people and society, it moves Sweden forward in a truly unique way.”

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