Damn, can't we have a festival?
- Liverpoolfestivalen
- Jul 5
- 5 min read
The Liverpool Festival was an idea that had been in the back of a local supporter's mind for a few years. We caught up with the man who is the main reason the Liverpool Festival saw the light of day!
We've had a chat with Jaran Pedersen, who one late night at the local pub a few years ago blurted out, "Damn, can't we have a festival?"
Jaran is the leader of Liverpool supporters Gjøvik and has been a fan since 1975! For several years he had a dream of creating something very special for Liverpool supporters, in Gjøvik! He is one of the owners of Aldri Alene AS, the company behind the Liverpool Festival
Was it really the case that you had been thinking about this for several years?
Yes, that's true. Initially, I was thinking of any festival. Eventually, the idea turned into a festival for Liverpool fans, because no one had done that before, at least not in the format we're doing it.
That the festival originated late one night at Hematt (the staple pub for local Reds supporters until March 2020, editor's note) is partly true. We were in the throes of victory after 3-1 against United and were reasonably high on ourselves. It had been a packed barrack and we talked about the commitment we experienced among local Liverpool supporters and that we were about to become one of the country's largest Liverbirds clubs. What were we going to do now to top that experience?
And the answer was to create the Liverpool Festival?
It was one of several things, but it was the one we woke up with the next day and that we kept talking about when we were together, either at the pub or in board meetings. Gradually, we realized that it could be realized if we attached the expertise and experience we needed. We already had most of the expertise within our own ranks and determined work to bring good people to the board made us even better equipped. We actually had plans to realize the festival already in 2020, but fortunately we shelved those plans, not because of Covid 19 but because we saw that the format we wanted to present took longer to plan, develop and set up than the time we would have had if we had done it then.
One of the best things about being part of this is that I learn an incredible amount about what a puzzle such a large festival is and how many pieces need to be placed correctly, and at the right time.
What is your role in the work surrounding the festival?
We are all a bit of a noob but have defined areas of responsibility. I am responsible for marketing and communication in addition to booking, and you could probably call it a kind of communications manager. I really enjoy that. We have such talented people in the steering group, people who together have a lot of expertise in developing and arranging festivals, concerts and events. It is almost too good to be true that we have managed to gather such a group of local supporters, but it is absolutely true!
One of the best things about being part of this is that I learn an incredible amount about what a puzzle such a large festival is and how many pieces need to be placed correctly, and at the right time.
What's the best thing about being part of this?
Since I have the area of responsibility I have, I am the one who is responsible for most of the communication with the supporters and the press, and who is on the other end when someone is wondering about something or has tips about small and big things, or just wants to give feedback. It's incredibly fun, I have actually gotten to know a lot of supporters all over the country since we launched the festival. I have also been able to travel around a bit, both nationally and in Sweden and Denmark. Every day I get emails, messages and comments on social media that I have to answer, and there are also the occasional phone call.
Fortunately, there are many who share my dream of bringing Kevin Keegan to Gjøvik.
But this must take a lot of time, right?
There's a bit of work every day with various tasks related to the festival. But it's fun, it's the Liverpool Festival we're talking about! But of course it's good to disconnect a bit every now and then, but I catch myself checking my phone to see if there have been any more messages, comments, checking festival pass sales or visitor numbers on the website. OK, I'm a festival enthusiast!
Who are you dreaming of booking for the Liverpool Festival?
Oh, there is so much about the festival that I dream about and the most important thing for me is that the Liverpool family comes together. When we work with booking and program, we actually have to put aside our own dreams of Liverpool legends and artists, and listen to what those who come to the festival want. Fortunately, there are many who share my dream of getting Kevin Keegan to Gjøvik, but we have many good legends to choose from. In addition, I am very proud of the bookings we made ahead of 2022 and 2023, and the booking I am perhaps most proud of is The Ragamuffins last year. They entered as a wild card in 2023 and won everyone's hearts. Of course, they will be back this year!
What do you do when the festival finally kicks off?
Right now I have perhaps the most enjoyable job of all of us in the steering group. Then I am the stage manager (Google it) and responsible for the program going as planned. I am also the short, fat guy with a microphone who keeps appearing on one of our two stages, in addition to having to have close contact with artists and legends along the way.
Since I become very visible during the festival, most of the festival participants are on a first-name basis with me and I can barely walk across the festival area without hearing my name being called and then being invited to a conversation (read beer etc.). It's very nice and I have gotten to know an incredible number of nice supporters over the years of the festival.
Why should people buy festival passes?
The short answer is, because you get to experience something you've never experienced before. The slightly more comprehensive answer is that this is actually a festival that is organized for supporters, by supporters, with supporters as the main attraction. We who create the festival are supporters and know what supporters want, we are in a way creating a festival that we ourselves have dreamed of attending. Those who have been to the Liverpool Festival in the past are our best references that this is a very special experience.
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