The co-founder of agency, promoter and festival organiser Luger, Patrick Fredriksson is to become partnership and creative director for both Luger and Live Nation Sweden, which has owned the company since 2007.
Fredriksson will be responsible for all partnerships involving the companies events, artistes and festivals, which include Way Out West (cap. 30,000) and Are Sessions (10,000).
“How we create and develop partnerships and events is something I’m passionate about, and to now be more involved in all projects will be very exciting,” says Fredriksson.
At the beginning of this year Luger opened a Danish office in Copenhagen, headed by Sarah Sølvsteen, formerly of Birdseye Agency (see Audience issue 216).