The Challenge
Way Out West is one of the largest and most innovative festivals in the Nordics. The festival has always been progressive and championed social causes – serving veggie food only since 2012, 50/50 gender split line up and circular festival merch to name a few. Like all music festivals, their biggest challenge is to keep their audience, and perhaps above all, generate new fans. Because without fans, both festivals and artists fade away. When we discovered that new research shows that music enhances the fertility of sperm and eggs during an IVF process, we saw an opportunity to create something that would both increase interest in the festival and potentially generate new fans. Perhaps even literally.
The Solution
Research about how music boosts fertility during IVF became the starting point for a unique campaign. To bring the idea to life, a very small, fully functional stage was created. From this specially built stage, live music by artists from the Way Out West festival was played for sperm and eggs at a certified IVF-clinic in Stockholm. The Future Fan Stage was carried out in collaboration with the certified IVF clinic, Eliva, and one of the world’s top designers of syntheseizers. Live music was played in the IVF-lab for an audience of sperm and eggs. This unique event was then documented and released as a short film on social media and YouTube.
