Way Out West is the music festival that has transformed the city park Slottsskogen to a weekend-long bustling mini society for the last ten years. Ingrid Lundberg is Way Out West's partner marketing manager:
– It means that I am involved in curating the whole festival experience, except for the music acts. I work together with our fantastic partners and what the area should look like, what food is served and how we work with sustainability. But, we are so few people working with the festival, so I do everything from carrying fences to taking part in big decisions.
Ingrid is most proud of Way Out West's constant development and sustainability work, and the teamwork with her peers.
– I love that we are all so passionate about Way Out West. The team takes democratic decisions about everything, but there's still room for everyone to have control over his or her small part.
– I am also very proud that we take social sustainability into account in all aspects of the festival – from the artists we book to how we work with our new area 'Höjden'.
This year the festival will open up a whole new area focusing on social sustainability and creativity:
– We want our visitors to experience something new every year, they should feel that there is a wholeness in what we do.
"I am also very proud that we take social sustainability into account in all aspects of the festival – from the artists we book to how we work with our new area 'Höjden'."
This year marks ten years since the first Way Out West in Slottsskogen. The beautiful location was the main reason why the founders Ola Broqvist and Patrick Fredriksson chose Gothenburg: they where looking for a place to have an alternative to the traditional tent festival and felt that Slottsskogen was the perfect place.
Through the years, Way Out West's visitors have experienced many memorable concerts – from Kraftwerk's 3D show to Prince's celebrated concert in 2011. In 2012, they made the whole festival vegetarian and in 2013 WWF appointed them "Environmental hero of the year".
What is Way Out West's impact on the music scene in Gothenburg?
– I hope that it has helped to put Gothenburg even more on the international music map, and that it has inspired people to get involved in music. But above all, Way Out West has been inspired by the music scene in Gothenburg, which of course was one of the reasons that the festival ended up here.
If you can predict the future, what do you see for Way Out West?
– I love when you get to be a part of the creative process, so I hope to see more interactive art experiences where people help each other to produce things together. And that we will continue to be a festival in constant development and offer new exciting events.
Name: Ingrid Lundberg
Age: 31 år
Lives in: Södermalm in Stockholm, has previously lived in Majorna in Gothenburg.
Occupation: Partner Marketing Manager at Luger/Live Nation.
Favourite neighbourhood: Majorna
Favourite tram line: Number elever. It bumps and bounces its way through Majorna to the archipelago – two of my favourite places.