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