VIVA SOUNDS 2025 - SELLING OUT (OR MAYBE NOT) - Making Brand Partnerships Work Without Losing Authenticity

Where brands and festivals meet Brand deals don’t have to kill the vibe. When done right, partnerships can amplify the experience — not just bankroll it. This talk digs into how festivals and brands can work together without selling out the soul of the scene. From meaningful collaborations to shared values and creative integration, learn how to turn sponsorships into real relationships that work for everyone involved, and how bridges between the two can be made smoother. Megan Deveraux - Marshall, UK Per Lundbergh GB - Gabba Gabba Hey, SE Oscar Kriek - TicketSwap, NL Chair: Ellinor Andersson - Electric Hydra, SE