A reluctant sunset makes an ideal setting for outdoor concerts; may the Swedish festival season begin. Photo: Olle Kirchmeier / Rockfoto

For music lovers a festival is like a pilgrimage. Emma Laurentz, 25, says: "I plan my summer vacation around festivals and generally attend two or three. I like the music and the fun, being with friends and meeting new people."

A very broad scope of artists is a prime draw for gatherings. The appearance of Iggy and the Stooges at this year’s Peace & Love festival gives long-time fans the chance to relive the scene and experience new music with other generations. For younger people, Stockholm hosts Ung08, a diverse culture and learning event aimed at 13- to 19-year-olds. It is also Europe’s largest youth festival.

Ung08 packs a youthful crowd in central Stockholm. Photo: Marcus Bergman / Ung08

Nearly all of the larger festivals are in country settings, and most pop extravaganzas are spread geographically around the lower half of the country, though it is easy to find summer sounds north and south.

New, old and growing

Way Out West, only five minutes from central Gothenburg, marks the latest entry to the festival scene with an excellent lineup of domestic and international names. Held in early August, the event could be called the back-to-school festival that closes the season.

Frederik Bergström from Luger, the company promoting the festival, says: “It’s our first year and we hope to see 10,000 visitors each day.”

Peace & Love at Borlänge, around two hours journey from Stockholm, is going into its fourth year and has been growing since 2003.

Whether at Hultsfred's main stage or an apartment by Borlänge's Peace & Love, music festivals offer something for everyone. Photo: Niklas Carlsson and Emma Svensson / Rockfoto

Hultsfred, a music city since the 18th century, hosts what some call the flagship of festivals. Though artist lineups at other festivals are competitive, Hultsfred is the oldest, started at a grass roots level in 1981. In the same town, smaller festivals have spun off the main drawing successfully, although Gates of Metal – a heavy metal bash – will not be held this year, “to secure the future” of the festival.

Regional impact

Not only do festival goers revel in the music, local governments see the annual events as a major source of revenue. The Arvika Festival premiered in 1992 and has grown into an eclectic mix of electronica, pop and rock acts. Set in a forested area near the Norwegian border, most of the 15,000 visitors camp nearby for the three festival days or more.

Swedish-Iranian Laleh livened up the stage at the Arvika Festival in 2006. Photo: Sara Moritz / Rockfoto

Olov Halberg, head of booking, says: “It has a lot of impact on the local community. Arvika is a small town, around 25,000 people, but with visitors, bands, crews, it almost doubles in size. It’s the only big event for the city.”

Sölvesborg near Kristianstad on the east coast benefits from Sweden Rock, aimed at fans who like heavy rock. Aptly named Ozzie Adenborg, artist service manager for the event, says: “It’s one of the largest incomes for the community and has great impact on the region. Businesses reap a windfall and local farms become camp sites.”

There may have been some community skepticism in the early years during the 1990s, given the heavy rock fan base. “I’ve heard people say, ‘They look scary, but are really very nice’,” says Adenborg. This year Sweden Rock added a fourth day of music and a fourth day of potential income for the area.

Headliners or home-grown talents? As long as audiences approve, what does it matter? Photo: Emma Svensson / Rockfoto

Headliners, upstarts and locals

Artists have gone on summer festival tours since the days of Woodstock. Given the battered state of the music industry, live shows are excellent platforms for new names, and one of the few areas consistently making money. Festivals offer acts both benefits.

“We’re not trying to do the headliner thing, but will present quality music for a broad audience,” says Bergström about Way Out West. Still, major names sell tickets and the festival will present some international acts.

Most festival fans are just that; fans of festivals, where they go to experience the whole event, and most do not buy a ticket for the sake of one band. Promoters understand the balance and the importance of presenting home-grown talent.

“We put on a mix of bands, new ones and international headliners,” says Arvika’s Halberg. “And we’ve become the second largest festival in the country.”

Swedish festivals

• Sweden Rock, Sölvesborg near Kristianstad, June 6–9, 2007 and June 5–7, 2008
  www.swedenrock.com
• Hultsfred Festival, Hultsfred, June 14–16
  www.rockparty.se
• Peace & Love, Borlänge, June 26–30
  www.peaceandlove.se
• Arvika Festival, Arvika, July 12–14
  www.arvikafestivalen.se
• Way Out West, Gothenburg, August 10–11
  www.wayoutwest.se
• Ung08, Stockholm, August 15–19
  www.ung08.nu (Swedish only)
• Guide to various festivals
  www.musikfestivaler.se

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Charles Ferro is a Copenhagen-based freelance writer and Denmark correspondent for the music magazine Billboard.

The author alone is responsible for the opinions expressed in this article.

Classification: A200EN

© Photo 1: Olle Kirchmeier / Rockfoto
© Photo 2: Marcus Bergman / Ung08
© Photo 3: Niklas Carlsson / Rockfoto
© Photo 4 and 6: Emma Svensson / Rockfoto
© Photo 5: Sara Moritz / Rockfoto