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‘Nothing Short Of Seismic’: Anna Sjölund Joins ASM Global As European Programming Director
ASM Global today announced that Anna Sjölund will join the team in the new role of European Programming Director.
Sjölund will be based out of ASM Global’s Stockholm office, focusing on the growth of the business in the Nordics region, according to the press release announcing her appointment.
ASM Global moved into Finland this summer, and reports “continued success in Sweden,” where the venue giant has been operational for a long time. Sjölund will be responsible for developing and curating the calendar of events at ASM Global’s portfolio of stadiums, arenas, and theaters in these regions, including Friends Arena, Tele2 Arena, Avicii Arena, Södra Teatern, and Kulttuuritalo – as well as offering support in the rest of Europe.
Sjölund has over two decades of industry experience, including a 24-year tenure at Live Nation. She joined Thomas Johansson’s EMA Telstar (now Live Nation Sweden) as a production assistant in 2000, and rose through the ranks. She has served as VP operations, Live Nation Central and Eastern Europe 2010-2013, and led the touring and festival business at Live Nation Sweden for more than 10 years, and most recently also served in a global role as SVP touring international.
Through her career successes, Sjölund has established herself as one of Europe’s premier promoters with an unrivaled network in Sweden and the Nordics, promoting hundreds of arena and stadium shows in the region with world-class acts. She’s credited with bringing international festival brand Lollapalooza to Stockholm 2019, 2022, and 2023, and being a longstanding promoter of the NHL Global Series in Sweden, Finland, Czech Republic, and Germany.
See: ASM Global Makes Three Appointments In The Nordics
Marie Lindqvist, senior vice president of operations in Europe for ASM Global, said, “We are incredibly excited to welcome Anna to the ASM Global team. Anna is highly experienced, widely respected, and comes with a vast network within the industry, especially in the Nordics. I have worked with Anna in various capacities for more than 15 years, so I can confidently say she shares the same passion for growing the footprint of amazing live events in Sweden, and the rest of the Nordic region. Anna is a brilliant new addition to our best-in-class team and I look forward to working with her as we look to a bright future in Sweden and the Nordics.”
Brian Celler, senior vice president content and programming for UK & Europe at ASM Global, commented, “Let’s be entirely honest, Anna joining the ASM Global European programming team is nothing short of seismic. She is a world-class executive, held in the highest esteem by her colleagues, agents, managers, and artists globally. Knowing that Anna was the promoter of your show meant total confidence that every possible aspect of the event was fully covered. We are beyond thrilled to be part of Anna’s next progression in her career and her integral role in the expanding ASM Global venue portfolio in Europe.”
Anna Sjölund added, “During my 24 years with the great Thomas Johansson and the team at Live Nation Sweden I have worked incredibly close with the ASM Global venues here, and have had the fortune to be a part of hundreds of incredible events there – to now continue to develop and expand that business in the European region is something I’m really looking forward to. I joined forces with Marie Lindqvist to gather the Swedish event industry during the pandemic years, and have tremendous respect for her leadership and strategic work, and am excited to continue that partnership and our shared passion for live entertainment on a daily basis.”