The Solutionist: Anna Sjölund’s 25 years in live
Having made a name for herself as one of the industry's most reliable and quick-thinking promoters, Sjölund is embarking on a new era of her career...
Feature By Lisa Henderson | 30 May 2024
In November 2023, it was announced that Anna Sjölund was to leave Live Nation – where she’d spent her entire career until then – for ASM Global. In a move dubbed “seismic” by one exec, Sjölund swapped her widely regarded career as a promoter for a gig in the venue business.
And while the latter is new territory for her, it’s a kind of homecoming for the European director.
The 45-year-old Swede has returned to her old stomping ground of Avicii Arena, where she cut her teeth (and broke her foot) as a production assistant in the earliest throes of her career. It was in the carpark of the arena, then known as Stockholm Globe, where she first met ASM’s SVP Operations Marie Lindqvist…
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