VIVA CONFERENCE '25
This time it's personal
New songs, new bands and new artists used to find us — through radio, magazines, record stores or just friends swapping what they were into. Today, the biggest songs are often old songs, catalogue dominates streaming, major media has scaled back music coverage, and algorithms are increasingly deciding what we hear. Somewhere in all this noise, new music, new artists and their ecosystems still exists, lively as ever. This year’s Viva Conference shines a light on that — and asks what we should do about it, if anything?
Taking place in Gothenburg, the conference brings together voices from labels, festivals, venues, media, export offices, artist services and DIY entrepreneurs committed to turning passive listening into active discovery. Over two days, Thursday 27th and Friday 28th, we’ll explore how to spark attention when attention is rare: How do artists break through? What must media become? Are festivals taking risks? Do fans still care — and if not, how do we win them back?
But this isn’t only a diagnosis — it’s also a celebration. Across our scene, we got people full of energy, wild ideas and a stubborn belief in new stuff: bands shaping their own sound, labels pushing beyond the obvious, venues opening their doors night after night, and creatives building genuine culture regardless of trends. These people — and what they spend their time doing — are the heart of why discovery is still alive and kicking.
Panels and workshops will dive into touring markets, indie strategies, scene building, building better business at small scale, and how companies — old and new — are reshaping themselves to stay relevant. We’ll hear from those booking tiny rooms in small towns and from those running festivals drawing tens of thousands. We’ll meet labels breaking artists slowly, and platforms working to level the field. We’ll talk about why discovery matters, who’s taking chances, and how we keep our music scene and culture vibrant.
Viva Sounds has always been a meeting place for the curious.
This year, it’s a rallying call.
Let’s rediscover discovery.
Full schedule here.
All speakers here.
