Viva Conference

Thursday 27th

MAIN VENUE - 2LÅNG, Andra Långgatan 30
Additional venues where indicated.

10.30 — DOORS @ 2LÅNG
Fuel up on free coffee, croissants and some of that sweet pre-panel buzz.

10.45 — VIVA CONFERENCE INTRO
‍A short hello from the Viva Sounds crew before we roll.

11.00 — No hits, no Buzz, no Problem
‍How to build a relationship with your audience

Being in the live game without chasing hype takes guts — and a lot of heart. This talk gets into what it really means to build trust between the people making shows happen and the ones showing up. How do you keep that connection alive over time? And where does the energy come from when it would be easier — and maybe even make more sense — to just stop? Hear from those on the ground building buzz the real way, and why rooms filled with people and a band on stage might just be the last frontier.

On stage
Dan Jupskaas - Rockeklubben i Porsgrunn, NO
Susi Castelo - Alice CPH, DK
Luca Landi - Annibale Booking, IT
Chair: Katja Vaukhonen - Backbone Management, FI

12.00 — Algorithm blues
When the machine does the choosing

From Instagram to Spotify, the machine decides what we see, hear, and think is winning. But how fair is the game — and who really benefits? Do DSPs drive discovery, shape artist careers, and guide what labels and festivals buy into? Or are they all running on their own hidden agendas? In this talk, voices from inside and around the streaming world — from platforms to analysts, festivals to labels — dig into how they work with the machine, and how they value what gets shown to them. Is human taste still in charge, or are we left trusting the machine to play fair?
* presented by Macforum

On stage
Sini Tiainen - Qobuz, FI
Daniel Johansson - Musikindustrin, SE
Stefan Gejsing - Roskilde Festival, DK
Chair: Greg Kennelty - Metal Injection, US

12.45 — GRÄSROTSFESTIVALERNAS STRATEGIER @ GRUNDEN GRAND BAZAAR
Bokningsarbete med fokus på nya akter. (*in Swedish)

De unga gräsrotsarrangörerna är ofta de första att upptäcka våra nya stjärnor. Hur går de tillväga i sin bokning? Var hittar de artister? Vad letar de efter, samt vad är deras spaningar för framtidens livemusik?
* Presented by Sensus and Svensk Live

On stage
Matilda Schyborger - Jazzen på åsen, Enskedejazz
Iris Fjellström - EFFIR musik- och kulturfestival
Elin Edgren - Grönskan Festival
Malva Olofsson - Svensk Live & Indiego
Chair: Hilma Kekkonen Orrell - Sensus, Svensk Live

13.30 – IT JUST TOOK US 18 YEARS!
Case study: How LAB Records went top of the chart

‍Eighteen years, countless releases, and one hell of a ride later — independent label LAB Records finally hit No.1 with The K’s album Pretty on the Internet. Label founder Mark Orr walks us through the long game: the early days of DIY hustle, the belief that kept it alive, and how timing, strategy, and chaos somehow aligned for a chart-topping moment. This is a case study in the art of keeping-it-up, in persistence, trust, and the kind of success that doesn’t happen overnight — but sure feels good when it does.

On stage
Mark Orr - LAB Records, UK
Chair: John Kennedy - Radio X, UK

14.15 — THE GREAT NORTHERN LOOP @ PUSTERVIK

How to get on stage in Sweden, Norway, Denmark and the UK
(Limited space, sign-up needed, link here)

Want to play Sweden, Norway, Denmark and the UK — and actually reach an audience — all in one go? This session brings together four live music insiders: agents from Sweden and Norway, a venue operator from Denmark and a UK promoter and journalist. They’ll answer the questions artists and managers should really care about: how to get booked, navigate venues and festivals, make the most of press coverage, and plan a tour that hits multiple markets efficiently.

On stage
My Bergman - Jubel, SE
Vibeke Hay-Wold - Polar Artist, NO
Søren Kristensen - KORMA, DK
Dom Gourlay - Under the Radar, UK
Chair: Robyn Stewart - Women in Music, CA

14.30 – SELLING OUT (OR MAYBE NOT)
Where brands and festivals meet

Brand deals don’t have to kill the vibe. When done right, partnerships can amplify the experience — not just bankroll it. This talk digs into how festivals and brands can work together without selling out the soul of the scene. From meaningful collaborations to shared values and creative integration, learn how to turn sponsorships into real relationships that work for everyone involved, and how bridges between the two can be made smoother.

On stage
Per Lundberg GB - Gabba Gabba Hey, SE
Megan Devereux - Marshall, UK
Oscar Kriek - TicketSwap, NL
Chair: Ellinor Andersson - Electric Hydra, SE

15.30 - FEELING LOST? GOOD @ GRUNDEN GRAND BAZaAR

Forget everything — no maps apply



The old music world had its steady rules, now it’s instinct that rules. The old gatekeepers seem to be gone, the maps are useless and the new paths are being carved by anyone brave enough to try. From family festivals mixing guitars with creative experiences - rocket building? Rubik’s cube workshops?! - to PR rebels rewriting the story, to Europe’s biggest showcase pushing what “new” even means. This talk is for the ones who refuse to wait for permission. The future’s already here — it just doesn’t look like it used to.

On stage
Petter Seander - Birds Will Sing For You, SE
Megan Evans - Deer Shed, UK

Oskar Strajn - Eurosonic, NL

Chair: Lisa Kylsberg - Dynamic Duo, SE

16.30 - VISIBILITY, VISION & THE STAGE

How indie labels build the next wave



In a sea of new music, indie labels are searching for the next great voice – and helping it be heard. How do you stand out when everyone’s shouting at once? A conversation about discovery, collaboration, and why it all still starts on the independent scene.

* presented by Sensus and SOM

On stage
Sofia Green - Amuse, SE
Naomi Wood - Playground Music, SE
Magnus Bjerkert - Adrian, SE
Chair: Eva Karman Reinhold - SOM, SE

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17.00 - YOU+MUSIC @ KULTURLAGRET
Build your network, get concrete tips, and get closer to the music industry – completely free. (in Swedish)

YOU+MUSIC is the Swedish music industry’s major initiative for a more inclusive music industry in Sweden. For the fifth year in a row, YOU+MUSIC is being carried out with the purpose of giving all young people – regardless of gender, skin color, or postal code – the chance to successfully navigate the music industry by offering knowledge, inspiration, and opportunities to meet and network with professionals within the industry. This event requires a sign-up! Visit youplusmusic.se for more information and to apply.
* presented by You+Music

‍On stage
Ludvig Werner - Ifpi, Se
Mari Hesthammer - SR, SE
Filip Hiltmann - Way Out West, SE
Gillis Bengtsson - Swingkids, SE
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Friday 28th

MAIN VENUE - PUSTERVIK, Järntorgsgatan 12
Workshop venue: Folkuniversitetet, Norra Allégatan 6

9.30 – DOORS AT PUSTERVIK
Delicious morning with free sandwiches, coffee, even smoothies and the classic Swedish Kanelbulle. Find your spot, your people, and a good reason to smile this early.

10.00 – DISCOVER MI-RAP (U)
A Toolbox for Music Ecosystem Resilience

Get to know MI-RAP, the Music Industry Resilience Acceleration Programme — a three-year EU-funded project built to boost the music sector with fresh tools and smart methods in skills, innovation, and sustainability. From creating disposable-free festivals and training the next generation of technicians, to music tech initiatives like TechTrack, MI-RAP is all about helping the industry adapt and thrive. Join the session to learn more, meet fellow professionals, and share ideas over coffee and sandwiches in a relaxed networking mingle.

* presented by MI-RAP, supported by the Interreg Baltic Sea Region Programme and the EU

On stage
Marili Randla - Music Estonia, EE
Fredrik Sandsten - Göteborg & Co, SE
Filip Eklund - Göteborg & Co, SE
Chair: Sara Ohlsson - Göteborg & Co, SE

11.00 – YOU’RE BOOKED — WHO’S COMING OUT? (D)
The messy business of a sold out show

Everyone wants a packed room but who’s responsible to actually making it happen? This panel will address the messy, essential reality of live shows. From the venue to the festival to the agent — chaired by a promoter — let’s unpack promotion, audience wrangling and the unspoken deals that make gigs tick. Honest, practical, slightly chaotic advice for anyone trying to turn a show into a moment that stays in your memory, in a good way. And btw, how many times can a local band play the local market?


On stage
Carl Martinsson - Monument, SE
Birgit Wolters - Krach am Bach, DE
Luc Favie - Doomstar Bookings, NL
Chair: Vesper De Leon, Majestic Mountain Records, SE

11.45 – STOP BEING AN ASSHOLE, PLZ (U)
How to keep cool when the heat is on

Things go wrong. Fast. People freak out, gigs get frantic, and deals can implode. But the real pros know how to stay calm, de-escalate, and turn chaos into something that still works. This talk is all about keeping your head when everyone else is losing theirs — in live environments, backstage, with venue reps, artists, managers, or whoever’s melting down in front of you. We’ll share stories, strategies, and maybe a few scars from the field. Staying professional means knowing when to lose it, and when not to lose it.

On stage
Søren Weiss - Nightcrawler Management, DK
Runa Strindin - Midgardsblot Festival, NO
Jorge Dias - GigRocks!, PT
Chair: José Carlos Santos - The Devil's Mouth, PT

12.30 – WHERE’S THE NEW STUFF? (D)
When discovery fades, where’s the future of music?

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Not that long ago, new music mattered — really mattered. Radio played it, press wrote about it, and TV showcased it. Today, classics rule the waves, the press chases arena shows, and fresh sounds scramble for attention. Let’s get into what’s happening with new music by talking to those who still cares to cover the now — and what it means for artists, media, and fans alike. Why is it vanishing from the big outlets? Can it fight its way back? Or is it simply alive elsewhere — sounding, smelling, and shining a little different?

On stage
Anna Rosenström - GP, SE
Per Sinding Larsen - PSL, SE 

Robin Murray - Clash Magazine, UK
Chair: Annika Forsberg - Artful Fox, SE

13.15 – HOW IS THAT EVEN POSSIBLE? (U)
Case study: The festival that breaks all the rules

Fusion Festival outside Berlin in Germany is unlike anything else. Half rave, half live music, dozens of stages, and a line-up that’s only revealed at the last minute — yet year after year, 70,000 people show up to camp, dance, and go wild for five days straight. No photos, no spoilers, just total immersion. In this case study, Anne Runge takes us behind the scenes of how Fusion Festival makes the impossible happen. From logistics and production to audience trust and keeping the magic alive, learn what it takes to run a festival that defies all expectations — and still sells out.

On stage
Anne Runge - Fusion Festival, DE
Chair: John Kennedy, Radio X, UK

14.00 – FROM DISCOVERY TO FAN
(D)
‍New ways of discovering music



A conversation exploring how audiences discover music today, how engagement grows, and what it takes to turn listeners into dedicated fans. We’ll discuss the evolving journey from first discovery to deeper connection, and how the industry can adapt along the way.
* presented by Musikbranschpodden

On stage
Michelle Paquet - Lisbon Lux Records, CA
Fredrik Hagström - Amuse, SE 

Lisa La Rocca - Sonic Unyon, CA
Chair: Andreas Andersson - Musikbranschpodden, SE

14.45 – DO NETWORKS REALLY WORK? (U)
The ups, downs and WTFs of working together

Networking sounds fancy but can also mean awkward emails, monthly onlines, endless coffee, and “let’s circle back” meetings. But done right, it can also open doors. From local scenes to international collectives, networks can make or break a scene, an interest, an artist, a venue, or a career. In this panel, voices from Sweden, France, and beyond spill the secrets: what works, what’s a waste of time, and those magical moments when networking actually pays off. Bring your skepticism - and leave the buzzwords at the door.

* presented with the support of the French Institute in Sweden and the Ministry for Europe and Foreign Affairs

On stage
Sophie Broyer - Trente Trois, FR
Tamara Kaminska - Music Week Poland, EMEE, PL
Chloé K. Serme-Morin - Caïman, FR
Adriel Cler - Hidden Spark Booking, FR
Chair: Maja-Karin Fredriksson - VGR, SE

15.45 - LET’S GET IT TOGETHER! (U)
Why festivals matter — for music, communities and more

Festivals aren’t just about headliners and crowd shots — they can be lifelines for local music scenes and cultural communities. In this panel, festivals from Sweden, Norway, Hungary, and Canada, guided by legendary journalist David Fricke, explore how their events bring people together, nurture local talent, and shape regional identity. From the backstage to the city streets, festivals can create space for connection, collaboration, and culture — driving creativity, inclusion, and even a bit of democracy along the way.

ON STAGE
Nicki Lowe - Vara in Rock, SE
Guro Furunes Pettersen - Trondheim Calling, NO

Anika Nagy - Sziget Festival, HU
Maud Salvi - Sled Island Music & Arts Festival, CA
Chair: David Fricke - Mojo/SiriusXM, US

WORKSHOPS, FRIDAY 28TH @ FOLKUNIVERSITETET

All workshops open to pro-pass holders, Friday conference ticket holders and artists - limited space, sign-up needed.

All workshops minutes away from Pustervik, @ Folkuniversitetet.

11.30 - THE FAST WILL EAT THE SLOW
‍Tutorial on making the ad-game work in your favour

Boost your digital advertising skills with this hands-on workshop led by Saki Markovic from Playground Music. Learn step-by-step how to set up effective social media campaigns, define your audience, plan timing and budgets, create content, and analyze results. We’ll show you, step-by-step, how to set up an effective ad campaign from start to finish using social media self service platforms. Pick up smart strategies for music promotion along the way — and leave ready to run ads that actually work.

Host: Saki Markovic, Playground Music, SE


*** Limited space, sign-up HERE.
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13.00 - OWN YOUR SOUND
‍Independent music in the streaming era

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The streaming era has changed everything and the independent artist holds more power than ever. But with endless tracks dropping every day, how do you actually get heard? In this workshop, Nick Sheldon from ADA dives into how to take control of your releases, from planning and distribution to smart promotion and decision-making. Learn how to build momentum, connect with fans, and make your music stand out in a crowded digital landscape.

Host: Nick Sheldon - ADA, UK


*** Limited space, sign-up HERE.
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14.30 - GO INTERNATIONAL!
Meet the international music industry

This year we open the doors to the international music industry. In this exclusive, interactive workshop, musicians, organizers, and other music professionals get the chance to meet bookers, press, PR and label representatives — all with solid experience from the independent scene and a genuine interest in sharing knowledge, perspectives, and practical advice. A rare chance to hear and meet up with people who actually make the independent scene tick.



James Barker, Bark PR, UK
Jan Hagerodt, Spider Promotion, DE
Aina Pociello, Allau Management, ES
Greg Kennelty, Metal Injection, US
Chair: Lewis Smith, SE/UK

*** Local participants only, sign-up and info HERE.* presented by Kulturakademin