Meet The Team: Way Out West

Sweden’s Way Out West is one of the most special music festivals on earth.

Set in the lush surroundings of Slottsskogen, Gothenburg, the Swedish event has played host to the likes of Kanye West, Primal Scream, N.E.R.D, Lauryn Hill, The National, Arctic Monkeys, LCD Soundsystem and Nile Rodgers over the past nine years.

2016’s event will take place over the weekend of August 11-13, with a line-up that includes Sia, Massive Attack & Young Fathers, Jamie XX, Morrissey and Grace Jones.

And down the road, in the clubs of Gothenburg, the Stay Out West festival continues long into the night – where this year you’ll be able to see The Avalanches, amongst many others.

The Independent Echo caught up with the Way Out West team from promoter Luger to ask why they work for the event, and where they want to take it in future…


NiklasNIKLAS HERRSTRÖM, Artist booker

* What’s the coolest thing that’s ever happened to you at Way Out West?

Seeing the enormous crowd in front of First Aid Kit’s closing spot in the rain last year – after having worked with them for years it was a real highlight.

* What does Way Out West mean to you and why are you proud to work there?

We have from the beginning always done the festival we ourselves would want to attend, with a focus on presenting the best music and the best possible experience for those attending.

* What do you hope to achieve at Way Out West in the future?

I hope that we can keep on doing a great festival and keep on raising the bar every year.


Screen Shot 2016-07-04 at 12.59.34INGRID LUNDBERG, Partnership marketing manager

* What’s the coolest thing that’s ever happened to you at Way Out West?

Working with the fantastic team of emotional passionate heroes from the Luger team after several weeks of no sleep.

* What does Way Out West mean to you and why are you proud to work there?

I’m very proud that we do not only focus on music but also lift a whole lot of political and social questions as well as putting a lot of time and money into curating the festival experience as a whole – I live my job.

* What do you hope to achieve at Way Out West in the future?

I hope that we can help build opinion that leads to a better society as a whole. And of course keep on creating a space where festival goers and everyone else who somehow come in contact with the festival can have shit loads of fun.


JuliaJULIA BERGSTRÖM, Production Manager

* What’s the coolest thing that’s ever happened to you at Way Out West?

When I saw Prince in 2011. I’ve been in love with him since I was 5 and saw him for the first time on VH1. He was just what I imagined him to be. Short and fantastic.

* What does Way Out West mean to you and why are you proud to work there?

It’s the best festival I know with the best people and crew. It’s a festival that never stops developing and is always one step ahead.

Thanks to Way Out West I have discovered so many new bands, especially at Stay Out West. It’s fascinating to see how we can affect and educate people in their way of thinking, when it comes to environmentally and social sustainability.

We also do a lot of great collaborations with the biggest brands in Sweden such as Spotify, Volvo and Oatly.

* What do you hope to achieve at Way Out West in the future?

To never become old and tired.


Screen Shot 2016-07-04 at 13.04.46PATRICK FREDRIKSSON, Founder / Partnership Director

* What’s the coolest thing that’s ever happened to you at Way Out West?

During a quick brief with the chief of police on the street, Prince circled around us for quite a while on a small and very cool custom made bicycle. Kinda like a chopper bike.

Weird business environment, but really amazing.

* What does Way Out West mean to you and why are you proud to work there?

It means very, very much. I work with the very best of friends and people. With music, culture and partners I love, like and respect. And while doing so we are blessed with the fact that we have the ability to shape opinion and influence people – and that we collectively do so with the entire festival and really stand behind it together. That´s really impressive.

* What do you hope to achieve at Way Out West in the future?

That’s not something we can reveal now is it… ha ha ha. But of course there´s many names we want to see on the future posters and ads.