A CITY
Esben Danielsen Head of Development M: esben.danielsen@roskilde-festival.dk P: (+45) 40 59 20 04 Signe Brink Pedersen Head curator (More Than Music) M: signe.pedersen@roskilde-festival.dk P: (+45) 27 28 81 23 Anders Danielsen Project manager, Research & Development (Innovation) M: anders.danielsen@roskilde-festival.dk P: (+45) 22 47 96 43 Marie Ă Rogvi Project manager, Research & Development (Sustainability) M: marie.rogvi@roskilde-festival.dk P: (+45) 61 77 82 16
Roskilde Festival Havsteensvej 11 4000 Roskilde Denmark M: info@roskilde-festival.dk P: (+45) 46 36 66 13 www.roskilde-festival.dk www.back-stage.dk www.rethinkroskilde.dk
Text: Isabella Hundt Røhmann Design: Anders Cold Production: May 2012
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The hands that carry us Who lives in the festival city? Triple helix Your business can influence the future The urban simulator Co-creation
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We make sustainability fun What we put in our mouths Dealing with the mess People in motion Endless green possibilities Going green on many levels
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The festival creativity never dies The development spark The light frontrunner Revolutionary concrete Food lab Safety front Cash free hands Leading sound Digital world
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The urban development lab Motion and emotion Musicon: The creative neighbourhood Architecture can do anything The city of dreams Innovative furniture and the gizmos of the future Performance
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See what’s behind the façade Rethink Roskilde Contact
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130.000 inhabitants. 1.576.000 square metres, or 215 football fields, if you like. With a po pulation more dense than Shanghai’s Roskilde Festival creates the template for a new city every year. But Roskilde Festival is not like any other city. It is eight exuberant days where a culture of participation creates a socially and culturally formative community generated by a unique blend of music, art, architecture, games and community. Roskilde Festival is a curious and dynamic movement. With its creative and passionate base the festival is an exceptional platform for sharing knowledge, potentiality and first moves. Generally speaking festivals are no longer just social and cultural phenomena but an industry with an increasingly importance in regards to the economy, jobs and innovation. Our playful process works like a catalyst into the real world. Roskilde Festival is only temporary but
the aftermath is permanent. It is very simple. What you encounter in your surrounding society tomorrow you will experience at Roskilde Festival today.
Roskilde Festival is Denmark’s seventh largest workplace one week every year and the volunteers who lend the festival their brains, hands and skills keep its spine straight. This is unique and unlike how any other big compa nies function. Our 41 years of experience with volunteerism tells us that modern, busy and competent people will happily invest their energy in a project they feel part of. They have done it at Roskilde Festival and this makes us professional. As a result our audiences are dedicated and create value. Beyond the work of our 30.000 volunteers we always also actively involve our audiences in the creation of the festival. For that reason Roskilde Festival
the art of the impossible t 54 pct. women and 46 pct. men t The average age is just below 23 years of age t He/she is typically a student living in a larger city t He/she spends approx. 4.700 kroner, incl. admission, during the festival week t 92 pct. overnight at the festival and stay for approximately six days t They come for the music, the atmo sphere, and the sense of community
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Excerpt from Den danske ledelseskanon (“The Danish Leadership Canon”). Roskilde Festival is included alongside, among others, Lego and Maersk
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FOTO: KONTRAFRAME
FOTO: ANDREAS HOUMANN
is a non-profit organisation with many fingers on many different pulses. The key concept is co-creation. Together we can create involved, artistic, creative, social and ethical strength by ensuring that our core values are completely waterproof: Sustainability, safety and last but not least, social responsibility.
contribute with thorough knowledge about the market. Wise men say that ideally the future will be shaped by a handshake between the three above. Also it is an excellent way to test the newest collaboration within the internatio nal competition.
Roskilde Festival employs dialogue-based cooperation across lines of business, science and society. This trio – the so called triple helixcooperation – accelerates development and innovation in a world in which the issues are becoming increasingly complex. The political system contributes by pointing in one direction; scientific research institutions create platforms for development and contribute the newest thoughts on the subject while businesses
The cornerstone has been laid and the sky is the limit at Roskilde Festival. Within our orga nisation we like to say that we are denting the universe. We are an extreme laboratory and our yardsticks are our young, curious and probing audiences. They have lots of time to help us develop, test and think in a groundbreaking way. Based on the present need for close and solid cooperation between society, scientific re search and industry we want to work together
Co-creation as a concept works and experiments with citizens as active and participating stakeholders who want to share their ideas, resources and capabilities. A notion that chooses to believe that human beings do not wish to be passive recipients as suggested by more traditional perspectives. At Roskilde Festival we celebrate this notion because we know that our audiences want to contribute on several levels. For this reason the festival is an ideal testing ground for businesses eager to meet creative forces eye to eye. At Roskilde Festival it is possible to create personal, unique and communal experiences and to extract knowledge that can shake the world towards innovation.
and influence the future together with those businesses who wish to use the festival as a platform for development.
We have already enjoyed cooperation and still do regarding the core fields of the festival but we are always looking for new ways to work together. The festival is not subject to a singular domineering culture and this leaves open spaces and possibilities in many corners. The dynamic brings us to new places. Roskilde Festival is a cultural event that seeks to break boundaries. A unique urban laboratory and simulator. But we can’t change the world on our own and that is why we would like to invite you and your business, organisation or city to join the creative dialogue.
Research
Industry
Society
The triple helix model
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mass movement
Esben Danielsen, head of development, Roskilde Festival
Estimated population density
Roskilde Festival app. 125.000/km2 Mumbai app. 20.000/km2
New York app. 10.000/km2
Shanghai app. 6.800/km2
Berlin app. 3.900/km2
FOTO: KLAUS ELMER
Global climate change has become a reality and made it imperative for environmental sustainability to be placed firmly on the international agenda. That’s why Roskilde Festival aims to be part of the sustainability movement. We coordinate environmentally-friendly audience-involving activities like never before. And this has made Roskilde Festival synonymous with environmental consciousness in the minds of the festivalgoers. We inform our audience of the consequences of their behavior and encourage them to act in environmentally-friendly ways. For example, many of them bike to the festival instead of taking the car. And when they see a car on the festival site, it is powered by electricity. During the festival, they generate their own electricity and live in carbon neutral areas. They eat vegetarian food with biodegradable cutlery. And not least, they recycle everything that can be recycled. In 2011, 1,000,000 styrofoam cups were recycled. This is the equivalent to the insulation used in a 3-bedroom detached family house.
We have created an enthusiastic audience aware of sustainability issues who are willing to try out green possibilities that can be transformed to their lives outside of the festival. This fervour must be utilized. Roskilde Festival is a laboratory for new green thinking. The festival audience started out as curious participants and have become active co-creators who take still greater part in the development of environmental innovation. We are an eight-day long interactive festival experience and Roskilde Festival’s brand helps turn caring for the environment into something positive and festive. The key to real change in regards to the climate, the environment and sustainability lies, in other words, with the interaction between Roskilde Festival and its audiences in the thousands. We need to reach them in the right way if we want to truly change attitudes and actions.
energy solutions for the future
Ole JĂśnsson, Managing Director, Vindby Aps.
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FOTO: MATHIAS BOJESEN
BatteriesWood 4% 1%
Compostable t 21% Glass 34% Cardboard 29%
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1,2 Jernskrot/ meta l 11%
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Breakdown of directly recyclable waste from Roskilde Festival 2011 from a quantum of 164,7 tonnes recyclable material or 9,1% of the total amount of waste.
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Collected waste batteries in tonnes from 2003 to 2010.
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Collected cardboard and paper waste in tonnes from 2007 to 2010.
Roskilde Festival is currently experimenting with three different green areas of action and working together with external partners who all actively include the audiences in co-creating a more sustainable future:
Vertical gardens. A new way of thinking about ecology and the local use of rainwater in the city and a good example of how nature can become an active part of an urban experience. Aside from this we also work with so called ordinary city gardens. Aquaponics. A sustainable water tank system where it is possible to produce your own meat (fish) and grow your own vegetables. Supermarket simulator. We will create a super market, scan items and see how much CO2 was used in the production. Vegetarian. The environment group aims to make the audiences eat more vegetarian food and thus enjoy a more sustainable diet. We also give talks on food, run workshops, communal dinners and collect information about young people’s eating habits.
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Clean lake. The bathing lake must be cleaned in a sensible way. Generally speaking we experiment with waste- and bacteria analysis during the festival. Dirty art. We encourage our audiences to create sculptures made from recycled materials in order to draw attention to waste issues. Compost toilets. We are testing compost toilets in yet another attempt to view garbage as a resource. After the festival the waste will be used as a fertilizer or biogas. Our end goal is to produce enough biogas in order to replace great parts of the festival’s total energy consumption. A technique that both excites and inspires the surrounding society. Swap, swap. Both the Roskilde Festival volunteers as well as the audiences collect things, making it possible to swap your own stuff with other people’s discarded belongings. A good way of highlighting recycling potential in a world where many still prefer to get rid of old stuff so they can buy new stuff.
Bike ride. Still more festival participants bike to and from the festival, in this way drawing attention to biking. Wheels at your disposal. Newly invented Amsterdam bicycles with a prop shaft instead of a chain securing a safer, more clean and easily maintained bike for the festival audiences to ride. Green movement. We experiment with, explore and report about the options and possibilities with renewable energy, wind, movement, bio fuels and sun cells. Winner mentality. Informative competitions aimed at giving the audiences an awareness of how they move about.
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Collected refund bottles and cans from 2008 to 2011.
It is also possible to be a green filmmaker. All green activities at Roskilde Festival are filmed and turned into inspirational documentaries. The films can be uploaded and watched during the festival or enjoyed in edited versions once the festival dust has settled. We want to develop more sustainable solutions for cooling. Cooling demands the most power during the festival and for that reason there is great potential for creating new solutions and designs in this field. The possibilities are endless and green thoughts can spring from many sources.
great potential great potential
Martin Virenfeldt, area coordinator in the Sustainable Zone and partly responsible for the cooperation between Roskilde Festival and DTU (Technical University of Denmark)
The Roskilde Festival-metropolis is an outstanding chance to test a good idea. It is already a place where people experience and explore new challenges. And where else would you find one hundred thousand people gathered temporarily, vigorous commerce, a rich cultural life and engaged and organised volunteers at your disposal? It is all about preserving and strengthening the festival while it moves forward and towards new thoughts, experiments and challenges. We would like to invite the future on board and contribute our ideas regarding the cities of the future. Cooperation results in new resources and new knowledge and together we can showcase real and realistic versions as to where we are going. With the festival as our base we can become a big living laboratory and create actual innovative concepts and products, which match the challenges that we are faced with in our society.
The grass glows with ideas during the eight days the festival lasts in Roskilde. The rest of the year the festival platform lives on in social media. The festival’s Facebook-page has more than 100.000 likes and is dominated by active debates and discussions. Roskilde-festival.dk is alive with keen audiences who discuss and think out loud while the new development blog is a forum where new ideas and progress are co-created with the festivalgoers. The wildness, creativity and social interaction that characterises the festival can and must be exploited and fertilised. For this reason we host development seminars throughout the year with our partners. On these occasions we bring people from the festival organisation together with professionals in order to challenge and teach us. It is about challenging conventional thinking and articulating wild ideas for new projects and initiatives. The result comes to life every year in new ways of thinking that all push the world ahead.
you start on top with roskilde festival
Flemming Madsen, facilitator and international manager, Dansk Lydteknologi (Danish Light Technology) and Dansk Lys (Danish Light)
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FOTO: KLAUS ELMER
We want to nourish collective experiences with our external partners as they can generate knowledge and make decisions regarding a greater effort in society at large. This happens – among other places – at the development seminars that we host outside of the festival season. We want to expand and repeat our method of experimentation and studies, which allows us to collect information via an impulse that points in the direction of a specific effort. Educational institutions with their fresh and questioning brains are also an interesting part of the project. There are endless possibilities and areas for developing new ideas. Coupons, mobile ordering, self-service, wallet solutions, behavioural data and other kinds of technolo gical progress are just a few of the areas we are studying through our monocle.
LED-lys er strømbesparende og LEDlighting is power-saving and yet gives a great light output with a small effect. The life span is typically ten times longer than halogen and the light does not emit infrared or ultraviolet light and therefore does not harm illuminated objects. LED does not emit heat either. In a festival context it also weighs heav ily on the plus side that LED saves en ergy, CO2 and maintenance – without compromising the light quality. The festival now saves more than 50.000 kWh power. But more impor tant is what happens outside of the festival: LED-lighting was basically unknown on the Danish event scene before Roskilde Festival started using it on the festival stages. Today LED is the standard and we are already approaching the next step: We are at the moment using the festival as a test framework for new solutions, which can be used in open spaces in the city.
FOTO: KLAUS ELMER
cooperationensuresahighlevelofinnovation
400.000 kW h
350.000 kW h 325.000 kW h
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Roskilde Festival’s consumption of electricity from 2009 to 2011.
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H.C. Smed, contract manager, Roskilde Festival
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future money
great potential
Mikkel Freltoft Krogsholm, business consultant, Copenhagen Finance IT Region
FOTO: ANDREAS HOUMANN
Roskilde Research and Development is our joint organised effort with external partners. We value user involvement and first moves. At the moment we are innovating in the following fields:
We are working on creating fibre concrete that can be used to showcase both information and art. Like big screens, for instance, that are wear and weather-resistant. Imagine moving images on floors, sidewalks, walls and benches! Or something else that can give real cities a new pulse.
Scientists, private companies and entrepreneurs who are all interested in testing new products, strategies as well as researching food culture continuously contact Roskilde Festival. Again the festival delivers the perfect framework for quick tests. Besides the festival is part of a bigger EU-supported project in Region Sjælland (Region Zealand), which encourages local food producers to think in new crosscutting and innovative ways. We have developed a food-app for smart phones that makes it easier for the audience to find a meal close to them, that they feel like and can afford. Afterwards the app makes it possible to rate the meal. We also have a food lab where we test and focus on the exotic and adventurous meal experience. At the same time we ask the audience about their habits so we can become acquainted with their demands. This all makes for unique and quickly gathered information worth its weight in gold.
Roskilde Festival wants to be a first mover when it comes to feeling safe and works with several crowd management and security specialists. Video cameras in the ceilings of the different stages, test persons in pressure-sensitive vests that also measure pulse and heat as well as fences that measure the crowd pressure are all part in creating an electronic security simulator, which ensures that we are virtually at the forefront of security and safety. In the actual festival space we experiment with cameras, GPS-tracking of key people and interactive 3D-models that cover the whole area. This is not about surveillance but about people feeling safe and sound. The lessons are shared with the world so that real cities can learn from the festival’s experience.
The festival has been working with its partners on an innovative attempt to optimise cash free solutions that save the audience the trouble and risk of having to carry cash. This also ensures a stricter handling of money and less waste of resources in the festival community. More payment terminals and cash free zones are being erected and created in order for the most central services to always be available with a credit card. We are also looking at creating a special Roskilde Festival-cash card. This joint
effort is a great example of economic growth in the industries connected to the event business. Roskilde Festival is a mini society-laboratory and the perfect place for focused work on this type of solutions.
Roskilde Festival is working with a string of partners in the ‘Better live-sound’ project. The festival is a huge workshop for optimising live sound, the process ongoing and in tune with the latest technical knowledge in the area. We measure both the objective and the experienced sound and collect an extensive data catalogue. Sound policy is debated daily and limits constantly tried. The festival city is an optimal space for trying the sound of the future.
Roskilde Labs are a playground for ITdevelopers who want to play with a curious audience. A tool and a forum that creates solutions that helps develop both the festival and our society in digital ways – to everyone’s benefit. A unique laboratory where – among other things – mobile apps are created by and for the audience in cooperation with us, based on open source thinking.
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Roskilde Festival is a festival of experiences that brings its audiences outside of the white museum cube. The ‘More Than Music’- department ensures that the art, architecture, design and entertainment at the festival all meet a quality standard. This makes Roskilde Festival an international hot spot for temporary and location specific installations and events. We are enjoying a rapid development and are more ambitious than ever before. Our absolute goal is to tease the audiences as well as the professionals into participation and cocreation. The standards keep going up when it comes to the staging of the audience experience as well as the other cultural offers during the festival as we no longer just want to give our guests an amazing experience – we also want to create social awareness, tell a new
story and create communities in a playful way. Art, architecture and design are excellent tools for this. Especially among the empowered Roskilde Festival audience.
Inspiration is gathered at the greatest biennales across the world and visits to novel festivals like Coachella and Burning Man as well as with the Danish leading partners in the creative field. Roskilde Festival is a source of inspiration for engaging art, event industries and urban development. An exhibition of over one hundred thousand boundary-seeking young people who can all tell you what they are capable of and what they want to do. User driven innovation in the space of one week. We want to nudge the audience and inspire them to take a stand regarding the world
alaboratoryforfutureurbandevelopment
Kent Martinussen, managing director, Dansk Arkitektur Center (Danish Architecture Centre)
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FOTO: KLAUS ELMER
around them and this is something that you – the external partners – can benefit from because you are aware that the familiar notions in regard to urban planning, citizen involvement and political processes are now challenged by co-creation, interaction and different political spaces. We are creative and free space where nothing is right and nothing is wrong. Roskilde Festival strives to be the home of architecture and art that challenges socially, creates communities, and involves the guests while at the same time serving a functional purpose for the festival. These are all qualities that define
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successful temporality in an urban space. The urban planning process is only made sharper by creating a communal and multidisciplinary reflection in the festival laboratory.
Art and installations at Roskilde Festival are both a little something extra as well as something practical and they engage with the young and critical participants. The festival divides its art and entertainment activities into two levels: motion and emotion. Motion is the active involvement and something one can feel. In this case the audience and their
participation are crucial in ensuring that the art or the activity actually works. Emotion is the overwhelming and spectacular cultural experience that offers an intense experience. The festivalgoers in Roskilde are not crazy about standing still and immersing themselves in a work of art. It takes something completely different and this challenges those cultural institutions that work together as well as the event makers into thinking new and grand thoughts. If one wants to explore these possibilities then Roskilde Festival is the place to do it.
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a space for realisation
Signe Brink Pedersen, head curator, Roskilde Festival
Musicon is the site of a closed down concrete factory measuring 250.000 square meters that the city of Roskilde bought in 2003. Roskilde Festival is currently working alongside a group of stakeholders to create a unique neighbourhood that aims to strengthen the town’s options within the event economy. Musicon is a motor, helping the town of Roskilde to develop and create an even greater focus on culture, cultural industries, education, events and housing. At the moment a rock museum is being planned, a folk high school, an incubator, innovative businesses, artists’ studios, cafÊs, venues and approximately 650 interesting homes. Even the building process is creative with several cultural events and temporary creative workshops in the grounds and halls. In 10-15 years, once the area has been completed, the hope and vision is that the 15.000 square metres of industrial halls will be home to approximately 2000 cultural industry jobs. A cultural hot spot created thanks to innovative cooperation between leading cultural stakeholders.
high levels of ambition
Torben Smidt Hansen, director, Vallekilde Folk High School
At the moment ‘More than Music’ is experimenting within the following current thought patterns and with partners with different creative skills:
Roskilde Festival and Dansk Arkitektur Center (Danish Architecture Centre) are once again behind the competition for ideas BUILD WHAT HERE that draws attention to temporary architecture. This year the task was to design and plan an area for Roskilde Festival that focuses on how the potential of temporary architecture in terms flexibility and innovation can communicate knowledge and create debate. The vision is to use the work to create experiences and involve the people who use the area. In other words we are calling for temporary architecture that includes, activates, involves and engages the users and that also can be transferred on to real urban spaces.
A new initiative now allows the audiences to co-create the festival in their own creative city, the city of dreams, within Roskilde Festival. The area will be created twice: First ideas will be developed virtually before they are brought to life in a designated camping area with the support of and in dialogue with the festival. Dream City is for those who want to participate in change within the core areas and values of the festival. An obvious chance to explore and judge the possibilities of co-creation at close range.
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Roskilde Festival is centred around the concerts and for that reason it is important to take the breaks between the music into account. Our audiences stand up and therefore multifunctional platforms for residing are a focus area. The material must be recyclable and preferably of some artistic quality. Partners have created a special wood construction with the festival – CROSSBOX – that the audience can put together themselves and in this way create arty seating furniture that can be folded after the festival and used again next year. A sustainable gift for events everywhere… And all the possibilities in this area are still yet to be explored.
Cultural activities in urban spaces have been heralded by many as an area with great potential and especially performative expression is a hot issue in this context. Roskilde Festival works with leading international artists who know how to create an inclusive, socially engaging and communal experience. Flash mobs and other pop-performative art forms are seen in cities across the world and at Roskilde Festival you can test this creativity on a playful audience.
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Thank you for visiting the festival city. We hope that it is now clear that the temporary city known as Roskilde Festival promises much more than the ordinary festival variables: rock’n’roll, mud and partying. The festival is also a mini society that reflects urban spaces and possibilities at many different levels.
Backstage www.back-stage.dk M: info@back-stage.dk P: (+45) 46 34 03 90 Roskilde Festival www.roskilde-festival.dk M: info@roskilde-festival.dk P: (+45) 46 36 66 13
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Backstage is the festival forum for mutual inspiration and a network where knowledge and experiences are communicated via seminars, workshops and talks. We also meet up during the festival where guided tours are conducted to show off our unique city. It is the meeting place for a large and diverse group of fellow players in the event business. Product developers, event agencies, industry, researchers, PR- and advertising executives, urban developers, city councils, designers and many many more have already joined us. Through dialogue, openness and new technology we use our audience together as a resource in the festival’s urban laboratory. We are working together to reach the common goal of mutual value, innovation and solutions for the future.
Oversættelse: We want to involve the surrounding world in Roskilde Festival’s development and progress. For that reason we have created the blog ‘Rethink Roskilde’ – a virtual community for the exchange of ideas and cocreation of the festival with the world around us. The blog is our way of inviting the world into our laboratory. We present our dreams and ambitions and invite you to take part in the discussion about how we can develop and rethink Roskilde Festival in the future. We have created the blog because we strongly feel that we cannot develop Roskilde Festival on our own. We depend on inspiration and input, critical questions, new ideas and challenges. Find the blog here: www.rethinkroskilde.com We look forward to working on the future together. Best regards
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FOTO: KLAUS ELMER
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