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Fred again.. and Peggy Gou’s headline festival performances to be used as IVF treatment

Their sets at Sweden’s Way Out West will be played to a test lab of sperm and human eggs next month

  • 11 July 2024
Fred again.. and Peggy Gou’s headline festival performances to be used as IVF treatment

If you thought 2024 couldn’t get any stranger, think again.

A Swedish festival has announced that its headline sets from Fred again.., Peggy Gou, Chase & Status, and more are due to be used as IVF treatment.

Their performances at Sweden’s largest music festival, Way Out West, will be broadcast to a test lab of sperm and unfertilised human eggs next month in an experiment that hopes to “improve fertilisation rate”.

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The project is set up in collaboration with tech designer Love Hultén, creating an additional stage named ‘The Future Fan Stage’ hosted at the Swedish IVF clinic Eliva in Stockholm. Check out a photo below.

IVF - otherwise known as in vitro fertilisation - is the medical process of joining unfertilised sperm and human eggs in a laboratory. A study by Barcelona-based fertility clinic Institut Marquès claims that musical vibrations increase the fertility rate of IVF cycles by 5%.

“With this cheeky and wonderful idea, we will get future fans hooked on our festival with great live music, even before they've come into being,” says Way Out West’s Project Manager, Kimmie Winroth.

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“If we’re lucky, [we might] even contribute to welcoming them into existence. While doing so, we shine a light on the importance of great music. New generations of fans are vital to keeping both artists and music festivals thriving.”

Way Out West is set to take place next month from August 8 - 10, with headline performances from Fred again.., Peggy Gou, Pulp, Queens Of The Stone Age, PJ Harvey, Chase & Status, and more.

Each headline set will be broadcast to the IVF lab over the course of the festival in the hopes that it successfully aids the fertilisation process.

Watch a video on Way Out West’s ‘Future Fan Stage’ below.

Gemma Ross is Mixmag's Assistant Editor, follow her on Twitter

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