Sofia Hagberg, End of the Road – Interview – September 2009
By: Thomas Hannan
Day two of our End of the Road week sees us further build up anticipation with the following chat with festival organiser Sofia Hagberg, one of the brains behind one of the most unique and rewarding musical events of the festival calendar.
Rockfeedback: How did End of the Road start?
Sofia Hagberg: Three friends (Simon, Sofia & Jason) went to Green Man festival in 2005 and loved it - it was small and intimate and magical. There were about 2,500 people there that weekend and Simon got thinking that maybe it's actually doable, to put on your own festival... he then let the idea brew for a month, then he told me about it, and here we are!
RFB: How has the festival changed over the years?
SH: Well, we thought it would be easy to get 5,000 people into a field... but it wasn't... and hence the biggest change is the number of people, as the first year we only had about 2,000 people and in the second year about 4,000... and now we're sold out. The capacity is actually 7,000 but you have to allow so many 'bodies on site' for the staff, artists, guests etc... there's about 800 band members passing through over the course of the weekend!
It's always been important for us to keep the intimate vibe and magic, and hence each year we try to think of new quirky details and surprise elements... so the festival is pretty much the same as the first year, just a few more people, and some new fresh ideas and additions.
We also added the Local in the second year, and it was such a great addition that we've asked the back since! They run their own stage and book the bands for that stage, which gives a slightly different flavour to the totality of the line up.
RFB: What makes End of the Road different from other festivals?
SH: I suppose the site being such a special and wonderful place in Larmer Tree Gardens is something that sets us apart, as well as the fact that we are a small festival, and we also put a lot of care and attention into every detail of the festival, whether it's choosing the bands to play or the caterers that provide the food stalls.
RFB: If you were forced to pick one, what would you say was your favourite End of the Road performance and why?
SH: So hard to say - there's been so many! Both Simon and I have been moved to tears quite a few times over the course of each festival!
RFB: What should we expect from the festival this year?
SH: I think that anyone coming along can expect to have a good time away from the daily grind, being around great people and great music in a beautiful place... I think that says it all, and it's up to each person to make it their own individual experience!
RFB: There are some big names on the bill this year – but could you tell us a little bit about one or two of the perhaps lesser known artists we should make sure we check out?
The Low Anthem - we fell in love with them some time before Christmas last year, and tried to sign them to our tiny label... we were privileged to put out a 7" single with them, and then they signed to the brilliant Bella Union! The Low Anthem really, definitely, absolutely should not be missed - their music is very diverse and some songs are in the vein of Bon Iver, while others are more in the vein of Tom Waits.
It's hard to just pick one more... I would equally recommend Dent May, Charlie Parr, Soy Un Caballo and First Aid Kit.
RFB: Do you actually get to enjoy the festival yourself, or are you too busy working?
SH: Despite working and running around like a crazy hen - you still enjoy every single second of it! The ups as well as the downs - it's just the most incredible experience to be there and realise that we've created this, we've brought all these lovely people together... it's almost a bit surreal! And over the past 3 years... each year has meant a little bit less crazy busy and a little bit more of a chance to watch some bands and enjoy the company of friends and family!
RFB: In a dream world, who would be your ideal headliner (dead or alive)?
SH: Tom Waits
The Dodos play End of the Road Festival in Dorset this weekend. Watch our exclusive Rockfeedback Session with them below.