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Sweden’s Summerburst turns fans into influencers

Sweden’s Summerburst will this year invite all festivalgoers to work with it on campaigns and around events leading up to the festival this summer.

The Live Nation-owned dance music event, which this year celebrates its tenth edition, is asking fans to become ‘Summerburst Icons’ via a partnership with influencer marketing platform Society Icon.

Using Society Icon’s technology – which connects companies with fans and customers, or ‘icons’, who market the brands via their own channels – the festival is aiming to “build a community of its own where everyone, regardless of their number of followers on social media, are welcome and can enjoy exclusive material and offers,” according to a Society Icon statement, and “apply for campaigns they want to work with – both with the festival directly [and] even with the festival’s partners.”

Kristofer Åkesson, the longtime marketing and communications director for Live Nation Sweden, joined Society Icon in July. In addition to Live Nation, with which it has worked for a year and a half, the company’s clients include Warner Music, H&M and magazine publisher Aller Media.

“This partnership with Live Nation and Summerburst is completely in line with how the market is moving”

“Summerburst is and has always been about our fans; we are nothing without them,” says festival founder Anders Boström. “The fact that, with the Society Icon technology, we can now can start working with and creating Summerburst 2020 together with the fans, on their own social channels, is […] super exciting.”

Mose Haregot, founder and CEO of Society Icon, adds: “Society Icon is all about putting the individual at the centre of communication and marketing, regardless of who you are or how many followers you have.

“To keep developing this partnership with Live Nation and Summerburst like this is completely in line with how the market and behaviour is moving, and proves that it is in the meeting between people and brands that we can create completely new values ​​and business, and let consumers create together with the brands they love.”

More information about Summerburst 2020, which will take place in June, will be released later this month. Last year’s festival, at Stockholm Olympic Stadium, featured performances from Calvin Harris, Dimitri Vegas and Like Mike, Tiësto, Will Sparks, R3hab and more.

 


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Live Nation acquires Sweden Rock stake

Live Nation has acquired a majority stake in one of Sweden’s most successful music festivals, Sweden Rock.

The deal, announced today, sees the group’s local subsidiary, Live Nation Sweden, acquire a majority of Sweden Rock’s shares, although both parties insist there will be no changes to the running of the festival or its programming.

Head promoter Martin Forssman comments: “The live entertainment industry is moving more and more towards a few large companies booking artists for shows in many countries and during long periods of time. In that environment, a cooperation with Live Nation is the ultimate way forward for us.”

Live Nation Sweden also runs Way Out West and, through its majority stake in SPG Live – acquired last March – the Summerburst and Lights Festivals, as well as promoting more than 2,000 concerts a year.

Thomas Johansson, Live Nation’s chairman of international music, tells IQ the acquisition of Sweden Rock is part of a concerted effort by Live Nation Sweden to broaden its festival portfolio to include three distinct genres and geographical areas.

“The live entertainment industry is moving towards a few large companies booking artists for shows in many countries and during long periods of time. … A cooperation with Live Nation is the ultimate way forward for us”

“We already had [indie/electronic festival] Way Out West,” he explains, “then we acquired Summerburst, which is an EDM event, and now a rock festival.” He also points out that Live Nation now has festivals across the breadth of Sweden: Way Out West in Gothenburg, on the west coast; Summerburst in capital Stockholm, in the south-east; and Sweden Rock in Sölvesborg, in the far south.

In a statement, the festival, which has been held since 1992, says the “change in ownership will not affect the way the festival is being operated. The company and the festival will be run by the same staff and management, and in the same manner.”

“Both the festival and its headquarters will remain in Sölvesborg,” it continues. “The musical orientation will stay the same, and the current promoter team will continue booking the artists, now with assistance from the team at Live Nation.”

Johansson – who recently spoke exclusively to IQTV about his career so far – confirms that “absolutely everyone” currently involved with the festival will stay on. “They have done a wonderful job,” he says. “They’re absolutely amazing people.”

Aerosmith is the first act announced for Sweden Rock 2017, which will take place in Norje, near Sölvesborg, from 7 to 10 June.

 


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