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Roskilde Festival books the right artists

  • Together with partner Roskilde Festival, SAS is set to create some unforgettable musical experiences during South by South West in Austin. Concerts featuring up and coming talents will be the order of the day on House of Scandinavia’s outdoor stage. 

    SAS’ meeting place House of Scandinavia (HOS) always endeavors to bring the best from Scandinavia and share it with the world, and this also extends to the field of music. In the HOS area in Austin, an outdoor stage will be set up and will play host to performances from a number of artists – many booked by Roskilde Festival.

    “They help us bring up and coming Scandinavian acts on stage. We want an arena from which we can deliver unique content and provide a good setting for people to meet each other. At the same time, we also want a place where people can relax and enjoy themselves, like a music festival in the evening,” says Frank Otterbeck, Senior Project Leader at SAS.

  • The music stage is open to all visitors and requires no badge to enter.


    “Having a truly Scandinavian meeting place at an immense festival such as SXSW feels very meaningful. That’s why we have decided to partner with House of Scandinavia this year. We’re particularly pleased to be able to contribute with our network and expertise in respect of sustainability and future cultural trends,” says Christine Byriel of Roskilde Festival.

    So far, the names of the artists slated to appear on the stage have been kept tightly under wraps, and the HOS line-up will only be announced during the festival.

    Meyer Sound will also be on hand to provide sound engineering services and deliver the perfect audio experience.

  • Background Roskilde Festival

    The first Roskilde Festival took place in 1971. Since then, it has grown into the largest festival in Northern Europe. The festival is 100 % non-profit. All profits are donated to social and cultural charities by the Roskilde Festival Charity Society. With more than 180 musical acts in the line-up performing on eight stages and over 130,000 passionate music lovers gathered for a full week, the Roskilde Festival is one of the most unique outdoor musical experiences in the world. A position the festival has held since the early 1970s.