Hultsfred, Rockparty, The Hultsfred Festival and Rockcity development of a creative meeting place fo

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Hultsfred, Rockparty, The Hultsfred Festival and
Rockcity development of a creative meeting
place for the music and experience industry
through networking
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Late 1970s rockn roll era started in
Hultsfred. Young people all over Sweden promote
concerts and start music- and culture
associations in the beginning of the 1980s
1981, the foundation of the non-profit voluntary
music association Rockparty
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Cooperation with different cultural associations
and organisations in the local community gave
Rockparty a position as a serious music- and
cultural association both locally and in the
region
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Rockparty and Hultsfred Conditions and factors
behind the development

• Hultsfred as community
• The composition/assembly of the association
• Different networks (Kontaktnätet, individuals,
  politicians,
• Political and cultural flexibility (DIY and
  rebellious attitude ideology and practice)
• The balance between cultural innovators and
  commercial entrepreneurs
• The balance between a local promoter and national
  player
• The unwillingness from the local
  community/authorities to support the activities
  had to do everything ourselves

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Rockparty and Hultsfred Conditions and factors
behind the development

• Geography
• Wide range variation Common
  ordinary/exclusive avantgarde at the same time
• Media skills and connections
• Political skills and connections
• Connections in the music- and event/festival
  industry
• Doing and combining new things in untraditional
  ways and with unexpected players
• The practice of doing instead of
  planning/thinking through
• Break with traditional patterns of culture
  activities
• First and foremost a concert and event promoter

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You need to be really bad to become really good

• Development of knowledge and competence through
  untraditional methods and leadership
• A stop and creative meeting place in the
  individual career for a lot of music industry
  people which has continued over time
• Start and promote tour and booking agency,
  recording studio, record label, parties,
  festivals and events

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How to market a festival The Hultsfred festival
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The real rocknroll festival!
During Hultsfred the visitors build a different
and specific community were they live together
for 3-6 days.
Hultsfred enable meetings between young people
that are earlybirds and trendsetters.
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The strategies and construction of the Hultfred
festival identity

• The real festival experience
• Home sweet home The pilgrimage
• The representation of the best in different
  subcultures and genres
• The superstars and the unknowns
• The ideology Music as Art vs. Commerce
• The City vs. Countryside
• For the ones that know about music AND the ones
  that want to know
• The unexpected

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Choose ROCKPARTY as partner to develop your
business and brand
We know the festival best! The audience are
our friends! We own the place and space!
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The minister of culture visits Hultsfred 1990 to
inaugurate the newly renovated The Club
Gudrun Schyman, party leader, at the Hultsfred
festival
The former minister of culture visits the
Hults- fred festival 2002
The former minister of culture smokes cigar with
Lou Reed!
Mona Sahlin, party leader for the Social
Democrats
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Historical background social and cultural policy
and governmental support for culture and popular
music

• The welfare state system
• Many political/governmental associations and
  organisations on different levels supporting
  culture, youth and popular music
• Many and strong social and cultural non-profit,
  voluntary associations and organisations on
  different levels
• A lot of strong networks of music organizations
  and culture associations
• The policy of local support of youth, culture and
  popular music

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CENTER FOR SWEDISH SOUND MIGRATION
Much more then just a festival
CONCERTS all year around REHEARSAL SPACES and
POPKOLLO.
MEETING PLACE for the experience industry
(KK-stiftelsen)
ROOKIE a concept for unestablished artists and
business
ROCKCITY a project together with Hultsfred
municipality for development in the experience
industry with focus on music
METROPOL restaurant, event, catering and rental
MUSICLINK education, research and IT development
EPU Event Production Education
IUC HULTSFRED for the music industry
UNIVERSITY EDUCATION Music- and Event
Management
THE SWEDISH ROCK ARCHIVES
UPS Political center for youth issues
BUSINESS LAB incubation for business development
RESEARCH different projects based on the
festival
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1992, Rockparty transforms car dealer building to
concert hall, offices and restaurant
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April 1997 European Union project Puzzel
Objective 5b
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PLAN FOR IMPLEMENTATION Meeting place Rock
CityHultsfred
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FUNK coordination of and/cooperation between...

• Research Development
• Education
• Business (music- and experience industry)
• Culture