Det börjar dra ihop sig till Sonár Stockholm-säsong! För att stilla vår längtan något inför tvådagarsfestivalen på Stockholm Waterfront har vi pratat med de inblandade i det hela, från arrangörer till artister.
Först ut är Björn Steinbekk, som har etablerat Sonár först i sin hemstad Reykjavik och nu i Stockholm. Vi skickade frågor på svenska och fick svar på engelska – här är planerna inför februarihelgen.
Hur kommer det sig att ni tog Sónar till Stockholm från första början?
– From a professional view it was a natural choice, due to the strong local music scene along with our target audience in Sweden being very current when it comes to music and lifestyle related interests. Swedish people have also been very active going to Sónar in Barcelona in recent years. From a personal view it was a dream come true, as I consider Stockholm to be one of the greatest cities in the world since I lived in Östermalm and Södermalm some ten years back.
– Not that much, except maybe in the share number of foreign guests attending Sónar Reykjavik vs Sónar Stockholm. Close to forty to forty-five percent of the guests in Reykjavik travel specially for the event. In Stockholm it's probably twenty-five percent foreign guests. The venues are very different. In Stockholm, production costs are very high as we are transforming the Stockholm Waterfront into a multiple stages venue. In Iceland, we are in a concert house and it's very easy to produce a festival there.
– That Stockholm has all the potential to be very strong city for Sónar in coming years. I was, however, a bit surprised at how people turn up late.
– Being Icelandic, I love the darkness and the cold that comes with the winter. It's a time of the year where people are more reduced to entertain themselves, rather than having an option of a music festival, let alone inside with all the amenities that we offer. What we have experienced at Sónar Reykjavik and Sónar Stockholm is that people are very happy with the dates. On the other hand, it's not the regular touring season for artists and the capacity is limited, so we have to be smart when booking acts. Offering the headliners to also play at Sónar Reykjavik the same weekend helps us a lot when it comes to booking.
– The Münchenbryggeriet was not big enough this time around. We need to be able to sell no less than 2500 tickets in order to book relevant artists, as we are booking many of the acts for Sónar Reykjavik too. The Stockholm Waterfront was simply the only choice, and it's very well located. The downside is that people are not sure what to expect. We are one hundred and ten percent sure it will be amazing, and it's also an investment for years to come. When people see it, the word will spread.
– The only time our guest will know they are at a conference centre is when they walk up to the building and walk away from it. We will be building stages with all needed lights and PA. Big LED walls on the main stages, along with us boxing the venue down using curtains, walls we build and other means of production. It's like we are building a huge multi-stage nightclub inside the venue.
– SBTRKT, Nina Kraviz, Elliphant, Paul Kalkbrenner, Jamie xx and the interesting acts, local and international, presented by Red Bull Music Academy.
Nyfiken? Här finns allt du behöver veta om Sonár Stockholm, som går av stapeln på Stockholm Waterfront den 13-14 februari.