Roskilde Festival Appoints WPP Media as Strategic Agency Partner

The largest music and culture festival in the Nordics enters into a strategic partnership to strengthen relevance, engage new generations, and ensure long-term growth.

Roskilde Festival has chosen WPP Media as its new strategic agency partner. The partnership brings together the festival's media strategy, communication, and partnerships into a single, integrated approach with the aim of strengthening relevance, engaging new generations of audiences, and ensuring long-term, responsible growth in an increasingly competitive cultural landscape.

Roskilde Festival chose WPP Media based on the agency's ability to combine strategic thinking, media expertise, and creative execution – as well as a clear understanding of the festival's multi-dimensional purpose.

With responsibility for an integrated approach to strategy, media, and partnerships, WPP Media will translate this expertise into tangible value for the festival. The goal is not just to sell tickets and find sponsors, but to build a solid financial foundation that makes it possible to strengthen Roskilde Festival's non-profit purpose and ensure that the festival can continue its unique musical, cultural, and humanitarian work year after year, with both the public and partners.

WPP Media has already supported the launch of ticket sales and the first artist announcements for Roskilde Festival 2026. The collaboration is the result of a selection process in the summer of 2025 and came into effect on October 2025.

Strategic growth with respect for non-profit DNA

Michael Boie, Commercial Director, Roskilde Festival, states:

"Roskilde Festival works with four equal bottom lines: the economic, the artistic, the social, and the environmental. We were faced with the question of how we can best communicate our multi-dimensional message, reach new target groups, and at the same time remain true to Roskilde Festival's special DNA. WPP Media has shown a deep understanding of our values and a clear vision for how commercial strength and long-term sustainability in a broad sense can go hand in hand. We met a team with a huge passion for our mission, who were not afraid to challenge us and call a spade a spade. It was not a difficult choice."

Kristian Bæk-Mikkelsen, MD, WPP Media states:

"Roskilde Festival is an institution with a completely unique purpose – musical, cultural, and social. I have been to Roskilde Festival since 1995, where I experienced Oasis, Blur, and PJ Harvey – and I have been back every year since. This makes this collaboration particularly meaningful for me. Our task is to strengthen ticket sales and engagement without compromising the festival's non-profit DNA. It's about challenging conventions and thinking Roskilde's special DNA all the way into the media landscape – and thereby creating long-term, strategic growth that ensures the festival can continue to deliver groundbreaking experiences and give even more back to culture in the future. The campaign will be both musically and visually true to the festival's character, and we look forward to seeing the reaction from the public.”

A shared vision for engagement and experiences

The partnership is built on a shared ambition to leverage the growing interest in live events and cultural experiences by thinking about strategy, media, and partnerships more closely together – always with respect for Roskilde Festival's values and the unique non-profit purpose that is at the core of the festival's identity and appeal.