In the coming months, All Things Live Sweden and SJ will make a joint effort to promote and ”break” live acts. The New Things Live initiative aims to bridge the gap between record contracts and established live acts on the country's big stages. – It feels really exciting to be able to give some of the future names in music the chance to take that last step towards the biggest audiences, says Amanda Swenzén, responsible for collaborations, SJ.
SJ, which has long been a partner of both Way Out West and Åre Sessions, is now making another investment with the aim of promoting music. With New Things Live SJ and All Things Live Sweden are teaming up to promote artists who are about to make their big breakthroughs.
– With New Things Live, we enable an important step for artists on their journey to the country's biggest stages. In the coming months, we will give a line-up of exciting live acts the chance to continue meeting and building their audience at gigs and festivals around the country., says Linus Bertholdsson, Creative Concept Developer at All Things Live Sweden.
By enabling sustainable travel for visitors, artists and crew, SJ is involved and continues to move music forward in Sweden.
– We are proud to make another contribution for both artists and live audiences. Music means so much to both people and society, it moves Sweden forward in a completely unique way, says Amanda Swenzén, responsible for collaborations, SJ.
New Things Live will make four stops during the fall and winter of 2024 with stops in Örebro, Stockholm, Gothenburg and Oslo. Each time, a unique line-up of artists will be presented. The first stop will be at the Live at Heart festival in Örebro where Oscar Zia, Emilia Pantic & Fabräk will take the stage, among others.
According to the press release.
