Society Icon, the Scandinavian consumer marketing start-up, has lured Kristofer Åkesson, Live Nation Sweden’s head of communications, to become its new chief operating officer.

Society Icon, which has recently closed an investment round worth SEK81m (£6.9m/$8.6m), is developing technology which will allow brands and companies to connect with their fans and customers and let them do marketing for them within their own channels. One of its major clients is Live Nation.

Åkesson leaves Live Nation Sweden after nine years, having most recently held the post of marketing and communications director. In his new role he will lead Society Icon’s expansion inside and outside the Nordics.

“I leave one dream job for another,” Åkesson said. “Throughout the years at Live Nation I’ve met many companies that offered different solutions for influencer marketing, but never found a good and efficient alternative.

“When Mose Haregot (CEO and founder Society Icon) presented Society Icon 1.5 years ago, I immediately saw that the unique idea and technology behind it, where the ordinary man and its followers are central, not only is the future of influencer marketing, but ultimately also for marketing and consumer loyalty in general.”

Society Icon believes that the traditional influencer market is becoming less cost and time efficient, while consumer loyalty and clients engagement are more important than ever.

Society Icon currently has tens of thousands active influencers – who they call ‘icons’ – in the platform and has partnered with various companies from a wide range of sectors, including Live Nation, H&M and Warner Music.

“Kristofer is a dream recruitment,” said Haregot. “I have always been impressed by his ability to understand and foresee trends and behaviours, and as a client to us for 1.5 years, he has also made the product better.

“Since day one he has understood the long-term potential of Society Icon, and with his knowledge, experience and ideas, he will be invaluable in our continued expansion.”