The US live market is probably the most competitive, with fierce pressures - competing with

corporate giants, securing funding and managing high costs. Independent players must

innovate, build strong local networks, and constantly present captivating programs to survive in

this industry. What’s it like to navigate this? What are the biggest issues? And for European artists

wanting in on this massive market, strategic partnerships and the understanding of regional

audiences is essential. How possible is it to get there? And what’s a good starting point to attract

venues, promoters, and festivals to start building an audience?

Nate Dorough, Pyramid Scheme / School Night, Michigan, US

Lio Kanine, New Colosssus Festival, New York City, US

Berkli Johnson, SXSW, Austin, US

Chair, Sam Sumpter, Bands do BK, New York City, US

Viva Sounds 2024 – How Is My Live Market Doing?

The live market is undeniably tricky for indie promoters, venues, and agents, as most of us know:

rising costs, inflation, post-COVID behavioural shifts in ticket sales, not to mention competing

with bigger players about the gig-money of the public. But - the thrill of booking the perfect

show, the joy of pulling off a show against all odds, and the magic of sharing unforgettable

moments with friends keeps being raw fuel to the independent players. How do they keep that

spark alive, stay adaptable and find new ways to get their audience's attention while keeping the

scene thriving despite the gloom and doom?

Carlo Emme, Plan B, Malmö, SE

Rachel Ann Lewis, Ravnedalen Live!, Kristiansand, NO

Jonas Goncalves, Ya Ya Yeah Booking, Nazaré, PT

Chair; Jose Carlos Santon, Devil’s Mouth, Lisbon, PT

This year’s keynote interview welcomes the legendary Simon Williams. Simon will share his

journey from writing for NME during its heyday to founding, and still running, the influential

Fierce Panda label. Hear about the highs and the lows, the career-defining successes, the

challenges of running a label mixed with personal insights from his book; Pandamonium! How

to Not Run a Record Label. The book openly covers his experiences in the music industry, not

shying away his own struggle with mental health. Do not miss this sit down with one of the

industry's most impactful figures, who still goes to more shows in a month than most people do

in a year.

Simon Williams, Fierce Panda, London, UK

Chair, John Kennedy, Radio X, London, UK

Independent PR agents work tirelessly to craft compelling stories for new bands, balancing the

need to charge artists and/or labels while delivering tangible results in an ever-shrinking media

landscape. With fewer music magazines, blogs and radio stations giving space to smaller acts,

the struggle to get meaningful coverage is greater than ever, while the need for bands to get

exposure is more necessary than ever. This panel will focus on the creative ways indie PR agents needs to use to keep their artists in the spotlight and explore how PR strategies differ across genres and markets.

Pierre Hellqvist, Ebba Lindqvist PR, Göteborg, SE

Jessica Otten, Hold Tight PR / Future Cult PR, NL

Ina Neumayr, Popup Records, Hamburg, DE

Chair; Ellinor Andersson bass player, Ljungskile, SE

Independent festivals are essential for new music discovery, booking bands/artists a bit out

there and bringing communities together in a way big, commercial festivals can't. They create

unique, intimate experiences, offer a platform for emerging talent, and throw unforgettable

parties. From the inside, it’s about witnessing an audience thrilled by a band they’d never heard

before, seeing your team proud from what you’ve pulled off together and knowing bands will

benefit from new opportunities. Yet, with slim margins and financial risks, can festivals grow and stay true to their roots amidst hot bands, cold sponsorships, tricky agents, and unpredictable audiences?

Sebastian Vera, Mallorca Live, Palma, ES

Minke Weeda, Left of the dial, Rotterdam, NL

David Lohdi, Nürnberg Pop Festival, Nürnberg, DE

Chair; Sam Sumpter, Bands do BK, New York City, US

Anekdote offers a no-code platform to build your own iOS and Android app for communities.

Own your data, engage followers, share unique content, send push notifications, and sell

directly to maximize revenue. Take control of your content!

Per Vikström, Anekdote

* Presented by Anekdote

This year's "Lay of the Land" panel will explore both the now and the future through the lens

from three different perspectives - label, distributor and festival. Have things stabilised over the

last few years? Are things getting worse, or better, or both? What’s the new things to consider?

NFT’s still hot? Is TikTok over? Is streaming a rigged game? What about dynamic prices on

tickets? This discussion might even fiddle with the tensions between corporate power and

independent vision, so expect views and opinions regarding dsp's, major labels and the ever

evolving festival market.

Torny Gottberg, Denmark Music Group, Gothenburg, SE

Rikke Andersen, Spot Festival, Århus, DK

Philipp Schulte, Century Media, Berlin, DE

Chair; Katja Vaukhonen, Backbone Management, Helsinki, FI

Step into the story, the rise and fall of two of Sweden's most iconic festivals: Peace & Love in

Borlänge and Arvikafestivalen in Arvika. Once hosting legendary acts like Bob Dylan, Rihanna,

Depeche Mode and Nine Inch Nails, they were giants in the music scene. In this talk, we’ll

explore the crucial decisions, the financial missteps, and the changing cultural landscapes that

led to their downfall—and what could have been done to save them. The insights from the inside

and a look at how festivals now can avoid a similar fate.

Eric Lindholm, MarketHype, formerly of Arvikafestivalen

Patric Hammar, Borlänge municipality, formerly of Peace and Love Festival

Chair: Eddie Wheeler, Eddie Wheeler, Gothenburg, SE

* Presented by VG Live

We still love festivals and the festivals are still the place to be, for both audience and artists alike. Three different ones talk about challenges, opportunities and the future.

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Lubna Shaheen, Ziro Festival, IN

Uldis Paberzis, Summer Sound, LV

Berkli Johnson, SXSW Music Festival, US

Chair: Henke Brannerydh, Rockpodden, SE

LET’S TALK MERCH!

Sustainability, making money to fuel your tour, merch cuts, artwork, drinks, fans, fanbases, customers - let's dive into it.

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Dan Tobin - Eyesore Merch, UK

Sari H Wilholm - Republic 66/Live Brands Factory, SE

Runa Strindin - Midgardsblot, NO

Chair: José Carlos Santon, The Devil’s Mouth, PT