UK club nights and festivals may be on the brink of extinction, but a Swedish music festival is officially broadcasting music to an audience that doesn't exist yet…. Next month, Gothenburg-based event Way Out West has announced an “IVF” stage, which will broadcast music from the likes of Fred Again and Peggy Goo to an audience of unfertilized sperm and eggs off-site at Stockholm's Eliva IVF clinic. “New fans are essential to staying relevant,” Way Out West said in a statement.[They’re] It's essential to the survival of both artists and music festivals.”
These early fans can now enjoy the experience on the world's smallest stage, designed to look like a microwave.”[We wanted to] “By 'injecting' the featured artists' live recordings into their DNA as early as possible, we want to help create future fans of great music,” they continue. Inspired by research showing that music may increase the success rate of IVF, the stage hopes to cultivate a “new generation of fans.” Kimmy Winroth, project manager for Way Out West, said: “With this bold and brilliant idea, we can get future fans hooked on the festival with great live music, even before they're born. And with a bit of luck, we might even contribute to their birth. In doing so, we can highlight the importance of great music. A new generation of fans is essential for both artists and music festivals to thrive. Without them, memorable concerts would never see the light of day.”
In collaboration with designer Love Hulten, the stage is fully functional and features live recordings of Way Out West's featured artists. “Infertility rates are rising around the world,” says fertility specialist Karen Ahn of Eriba IVF Clinic. “That's why we need to constantly find new techniques to improve success rates.” Sadly, the unborn babies won't get the chance to hear the other featured artists, which include Thames, Serpentwithfeet, and Young Sin. Maybe they'll need wristbands for that.
For more information on the festival's IVF stage, check out the video below, or visit the Way Out West website