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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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