The Live Nation-owned Swedish festival Summerburst has teamed up with influencer marketing platform Society Icon to turn ticket-holders and fans into brand ambassadors.

The electronic dance music (EDM) event is urging fans to become ‘Summerburst Icons’ using its partner’s technology to connect companies with customers, no matter what their social media following is like, to market brands via their individual channels.

The festival, which is scheduled for June 5-6, is aiming to “build a community of its own where everyone, regardless of their number of followers on social media, are welcome and can enjoy exclusive material and offers and apply for campaigns they want to work with – both with the festival directly [and] even with the festival’s partners.”

The event, which is usually held in two locations in Gothenburg and Stockholm, has announced today (Wednesday) that the events will be merging into one festival at the 75,000-capacity Ullevi Stadium in Gothenburg.

Mose Haregot, founder and CEO of Society Icon, said: “Developing the collaboration with Live Nation and Summerburst in this way is completely in line with our development and proves that it is in the meeting between person and brand we can together create completely new values and business.”

Live Nation, which organises Summerburst, claims it has already built up a community of over 4,000 ‘Icons’ through its one-and-a-half-year partnership with the influencer platform to give live music fans the opportunity to apply to work with the event.

Anders Boström, founder and festival general of Summerburst, added: “Summerburst is and always has been the same with our visitors, we are nothing without them. Now that we can start working with Society Icon technology and create Summerburst 2020 together with them, in their own social channels feels both quite right and super exciting!”