Sweden’s Way Out West music festival is set to broadcast performances from its headline acts to an IVF lab of unfertilized human eggs and sperm in the hope of increasing the fertilization rate. The test is a collaboration between Way Out West and Stockholm-based IVF clinic Eliva, providing an additional stage, called “The Future Fan Stage,” to the clinic. The festival aims to present a new generation of fans to artists and music festivals to keep them thriving. According to a study by Barcelona-based fertility clinic Institut Marquès, musical vibrations increase the fertility rate of IVF cycles by 5%. Each headline set will be broadcast throughout the festival to the IVF lab to improve the fertilization process.
The headline acts for the festival are Fred again.., Peggy Gou, Pulp, Queens Of The Stone Age, PJ Harvey, Chase & Status, and others. Project Manager Kimmie Winroth hopes that this initiative will introduce future fans to the festival’s music through great live performances, even before they come into existence. She said that if they are lucky, the festival might even contribute to welcoming the new generation into existence.
The initiative is set up with tech designer Love Hultén, who will also create “The Future Fan Stage.” Hultén said that he aims to create an environment “where emotions and feelings are central, not just technology.” The experimental initiative aims to support the Swedish pop scene and the potential for pop music to contribute to medical science and wellness.
According to the festival’s website, Way Out West is committed to sustainable development and is a single-use plastic-free festival. The eight-stage festival takes place from August 8-10 and hopes to provide music that attracts music lovers
Read the full article from Mixmag here: Read More