Business News Deals Live Business

Sena Live acquires Iceland Airwaves

By | Published on Wednesday 28 February 2018

Iceland

Icelandic live music firm Sena Live has confirmed it has acquired Iceland Airwaves, the popular Reykjavík-based music festival. The new owner says that it will renew the event’s focus on showcasing domestic talent, therefore reducing the focus on international acts to an extent.

Iceland Airwaves always had a showcase festival element to it, putting the spotlight on new acts that got to play for an international industry and media audience. Though the event, sponsored by airline Icelandair, was also about encouraging music fans from North America and Europe to visit the country, possibly extending their trip beyond the festival itself.

According to IQ, Sena Live CEO Ísleifur Þórhaldsson told Icelandic media that he thought the festival should “go back to basics. We don’t think Airwaves should be chasing the big acts, but should be a festival for up-and-coming and indie bands”. He added that long-term sponsor Icelandair backed these plans.

Seeking to reassure the festival’s fans that the event was safe in his hands, even if some changes are made, Þórhaldsson added: “Airwaves is a deep-rooted cultural institution which we know and feel immediately that everyone cares about. We will not be the people who destroy Airwaves”.

Coinciding with the change in ownership, long-time Festival Director at the event, Grímur Atlason, has confirmed he has decided to step down from that role, adding: “It’s been a privilege and pleasure working for this great festival with all my marvellous co-workers over the years”.



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