If everything had been as usual, 30,000 rockers would have entered through the main entrance to Sweden Rock in Norje on Wednesday. Instead, the area is deserted and for festival management and the hard rock audience, nothing is alike.
- We had a great festival planned, it feels extremely strange not to be able to carry it out, says Mats Natvig, CEO of Sweden Rock.
However, the support for the festival is large and about three quarters of the audience who had bought tickets for this year's festival have chosen to keep them for next year.
- It will make our work easier next year, says Mats Natvig.
How has your finances been affected by the fact that you were forced to cancel the festival?
- We have historically good profitability at Sweden Rock, a large own cash register and a strong owner in the background. We can handle this.
See more in the clip above.