A conversation in collaboration with Avicii Experience about passion, pressure, and what it takes to build a more sustainable music life.

Ten years after Avicii’s final performances, Avicii Experience brings together voices from the music industry, cultural heritage sector, academia, and civil society for a conversation about the power of music, the conditions for creativity, and the future of cultural life.

Music can create meaning, community, and strength — but behind every song, stage performance, and creative process are people who need to thrive and endure over time.

At a time when music is created, shared, and consumed faster than ever before, we want to talk about passion, performance, and sustainability. How are today’s artists and creators affected by expectations, success, and constant connectivity? How can we nurture creativity without exhausting the people behind it? And how can music itself serve as a source of well-being, connection, and recovery?

The conversation will explore cultural heritage, inspiration, the health-promoting power of music, and practical efforts to create meaningful change. The participants are: 

Hanna Kimblad Einarsson, Museum Director of Avicii Experience and ABBA The Museum, will share perspectives on how a musical legacy can be preserved with respect, kept alive for new generations, and inspire more people to create music themselves.

Henrik Szabo, CEO of the Tim Bergling Foundation, will contribute insights into preventive work, mental health, and how the music industry, cultural organizations, and society can create stronger support structures for young people and creators.

Ann-Sofie Paulander, researcher and program director for music therapy at the Royal College of Music in Stockholm will share her expertise on the role of music in well-being, recovery, and human development — and on how music can be a resource, not just a performance.

Oscar Zia & Molly Hammar – Music artists

Johannes Cakar – Music and tech journalist who will moderate this Talk.

Together with Avicii Experience, we will look both backward and forward in a conversation about the importance of music, the role of care and support, and how we can create better conditions for those shaping the music of tomorrow.

Following the conversation, the documentary film Avicii – My Last Show will be screened, portraying Avicii’s final performance at Ushuaïa Ibiza.

A conversation for everyone who loves music — and wants the people who create it to be able to keep creating it for years to come.

WOW Talks is presented by Storytel and the talks will also be available afterwards in the Storytel app.

Listen to Passion, Pressure and Beats in Slottsskogen on Saturday August 15th.