In order to develop Gothenburg as a music city, Göteborg & Co has for the second year invested in the club festival Viva Sounds, which took place 28–30 November in eleven different places from Pustervik to Musikens Hus, along Andra Långgatan and Masthugget. 

“The unique thing about Viva Sounds is that it is both a good festival for indie genres and a very important meeting place for the industry. We see a development every year, and that participants come from all over the world to listen to panel debates about the music industry and about stories from passionate people who have succeeded in their dream project”, says Fredrik Sandsten, Key Account Manager for music, culture and E-sports events at Göteborg & Co. 

A meeting place for the music industry 

The festival was inaugurated with the panel “Stubborn, determined and into it!” where Peter Dijkstra from the Vera festival in Groningen (NL), Maja Sofic from the rock bar The Abyss in Gothenburg and Lars Wallin from the cultural association Uddevallakassetten in Uddevalla shared their experiences. The conversation was led by Alexi Front from Scorched Tundra Festival in Chicago (US). 

The conferences continued over two days, for example a focus on the Nordic music market, the work on releasing an album and the future of the industry from three different perspectives. The festival also offered a YouTube masterclass and various workshops.

There were participants from different countries, such as Lena Ingwersen and Sabrina Dehati from the German organization Music Cities Network, which Gothenburg is a part of along with 13 other cities in Europe and Australia. The purpose of the network is to create relationships and platforms to create a sustainable music industry for all actors involved. 

Alexander Andersson is a musician and interested in the music industry. To get more than just concerts during the festival, he also attended some of the conferences to gain new insights into the industry. 

“It is very important that this is happening in Gothenburg, a real music city. The fun thing about this type of festival is that you get to listen to many bands from different genres and countries but also learn about something you didn’t know. It’s a bit like going outside your comfort zone”, says Alexander Andersson.   

Over 80 concerts in 11 venues 

In the evening, conference chairs were put away to make room for live experiences with everything from indierock to metal and R&B. With bands such as Los Bitchos, Elin Wiigh, Motorpsycho, Maria Jane Smith, Hilning and Obstruktion, Viva Sounds offered a wide and quality program. 

Next year, Viva Sounds will be held on November 27, 28, 29, 2025.