Patrick Fredriksson has been appointed as Partnership & Creative Director for both Live Nation Sweden and Luger.
The role sees Fredriksson take a key role in a management team led by the joint CEOs of Live Nation Sweden, Therése Liljedahl and Anna Sjölund.
Fredriksson is the co-founder of live promoter Luger, which runs festivals such as Way Out West and Åre Sessions, and has been owned by Live Nation since 2007.
In his new role, he becomes responsible for all partnerships across Live Nation and Luger festivals, events and artists in Sweden.
His main focus will be business development and new creative partnership initiatives.
Therése Liljedahl, CEO of Live Nation Sweden, said: “There are few with as long experience of our industry as Patrick. With Way Out West, he has also shown the way and set a whole new standard for how we should work with commercial collaborations at events in a modern and creative manner.
“With Way Out West, Patrick has also shown the way and set a whole new standard for how we should work with commercial collaborations at events in a modern and creative manner.”
Therése Liljedahl, Live Nation Sweden
“I am also very happy and proud that with Patrick’s new role we finally have a joint Partnership department for all our operations at Luger & Live Nation.”
Patrick Fredriksson said: “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. Creative & conscious partnerships are hugely important for us, our partners and very much so for our visitors.”
Patrick Fredriksson’s fellow co-founder of Luger is Ola Broquist, the company’s Head Promoter and MD.
[Main picture credit: Jenny Ingemarsson]Music Business Worldwide