KNOW THIS!
Thursday 27th of November:
The main venue is 2Lång, Andra Långgatan 30.
Additional sessions just a minute up the street at Grunden Grand Bazar, Andra Långgatan 34 + one session, invitation only, at Pustervik, Järntorgsgatan 12.
Friday 28th of November:
The main venue is Pustervik, two rooms in use, on Järntorgsgatan 12.
Workshops take place across the street at Göteborgs Föreningscenter (GFC) with entrance on Södra Allégatan, you will see banners.
Let yourself go in two days of meetings, conversations, a lot of bad ideas, some good ones — and plenty of inspiration.
@2LÅNG + GRUNDEN GRAND BAZAR & PUSTERVIK (where indicated)
2Lång, Andra Långgatan 30 (main venue)
Grunden Grand Bazar, Andra Långgatan 34
Pustervik, Järntorgsgatan 12.
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
If discovery is shaped by algorithms and playlist culture, what’s the real value of a stream? Algorithms love what’s already winning, and playlists might put you in someone’s ears — but rarely hit their soul. In this talk, voices from inside and around the streaming world — from platforms to analysts, festivals to labels — explore the reality of music in the data age: catalogue bias, performance metrics, and the pressure to keep feeding the machine. What happens to discovery when everything is driven by numbers — and how can human taste, context, and
curiosity still make a difference?
On stage
Sini Tiainen - Qoubos, FI
Daniel Johansson - Musikindustrin, SE
Stefan Gejsing - Roskilde Festival, DK
Chair: Anika Mottershaw - Bella Union, UK
12.45 — GRÄSROTSFESTIVALERNAS STRATEGIER @ GRUNDEN GRAND BAZAR
Bokningsarbete med fokus på nya akter.
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, Enskede jazz
Iris Fjellström - Effir
Elin Edgren - Klubb Häger
Malva Olofsson - LAH, Klubb Nisch, Svensk Live
Chair: Hilma Kekkonen Orrell - Svensk Live, Sensus
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
14.00 — THE GREAT NORTHERN LOOP @ PUSTERVIK
How to get on stage in Sweden, Norway and the UK
(Limited space, sign-up needed, link coming here)
Want to play Sweden, Norway, and the UK — and actually reach an audience — all in one go? This session brings together three live music insiders: agents from Sweden and Norway and a UK promoter and journalist. They’ll answer the questions Canadian 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
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
Megan Deveraux - Marshall, UK
Per Lundbergh GB - Gabba Gabba Hey, SE
Oscar Kriek - TicketSwap, NL
Chair: Ellinor Andersson - Electric Hydra, SE
15.30 - FEELING LOST? GOOD @ GRUNDEN GRAND BAZAR
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
Megan Evans - Deer Shed, UK
Petter Seander - Birds Will Sing For You, SE
Oskar Stranj - 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
@PUSTERVIK + GFC (Göteborgs Föreningscenter)
Pustervik, Järntorgsgatan 12 (main venue)
GFC across the street from Pustervik, on Södra Allégatan.
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
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?
The messy business of selling out
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, NL
Chair: Vesper De Leon, Majestic Mountain Records, SE
11.45 – STOP BEING AN ASSHOLE, PLZ
How to keep cool when the heat is on
Things go wrong. Fast. People freak out, gigs get messy, 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 venues, 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: Henke Brannerydh - Rockpodden, SE
12.30 – WHERE’S THE NEW STUFF?
When discovery fades, where’s the future of music?
Once upon a time, new music mattered — really mattered, even for established media. Radio played it, press wrote about it and TV showcased it. Today, in general, classics rule the waves, press focuses on the next arena show and fresh sounds are left scrambling for attention. Let’s dig into the disappearing act of new music by talking to those who still cares to cover the now. Why is new music vanishing from the bigger outlets? Can it fight its way back? What happens if all we ever get are well known bands, artists and music? Or is the scene for new stuff as alive as ever, just smelling a bit different and shining in other places?
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?
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
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
Danica Bansie - Pirate Sound, CA
Fredrik Hagström - Amuse, SE
Lisa La Rocca - Sonic Unyon, CA
Chair: Andreas Andersson - Musikbranschpodden, SE
14.45 – DO NETWORKS REALLY WORK?
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
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!
Why festivals matter — for music, communities and more
Festivals aren’t just about headliners and crowd shots — they’re engines for local music scenes and cultural life. In this panel, festivals from Sweden, Norway, Hungary, and Canada, guided by legendary journalist David Fricke, explore how their events bring people together, connect communities and shape regional identity. From the backstage to the city streets, festivals create shared experiences, they often support local artists and scenes, and they make a difference in the places they happen — proving that music is the start of something bigger, something important.
ON STAGE
Nicki Lowe - Vara in Rock, SE
Maud Salvi - Sled Fest, CA
Anika Nagy - Sziget Festival, HU
Guro Furunes Pettersen - Trondheim Calling, NO
Chair: David Fricke - Legend, US
All workshops need a sign-up, all links in place soon.
All workshops @ GFC - across the street from Pustervik, on Södra Allégatan.
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 Sake 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
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13.00 - OWN YOUR SOUND
Independent music in the streaming era
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
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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
