OLING and Jägermeister team up for initiative ‘Roots’ in Falun
The event, which was organized by OLING and his management BC DGTL in association with Jägermeiser and Vivrant, transforms an ancient industrial structure in the former mining district of Falun, Sweden, into a potent underground club that can accommodate 250 people.
The five-hour set included OLING and Alex Tomb [Maeve], a native of Cyprus.
For a unique OLING experience, the event included a creative stage production and lighting design.
OLING started Roots as a way to support Dalarna, the Swedish region where he was born. A club effort that takes place once a quarter and allows attendees to witness the full OLING production. A 5-hour open-to-close adventure was hosted by OLING B2B MOL for the grand debut in November 2022. The crowd was shouting for additional attendees at the 2 am curfew because the concert had sold out in advance.
It’s important to me to continue to have a presence where I have my roots. Dalarna will always be my home, and all these people deserve a proper underground club to go to if they like the sound. I think every artist’s dream is to have a custom-made lighting design and a handpicked sound system to play with their music, and I’m no exception. ‘Roots’ is the only place where the full-on OLING product is exhibited at the moment, and I’m proud that the place is where I have my roots. – OLING
Having taken place in a commercial structure attached to the Falun mine with a stunning 11-meter floor-to-ceiling height. Black steel canisters and spiritual canvases surround the interior space to give it the appearance of being outdoors.
I’m so happy that we manage to create parties like this outside of the bigger cities in Sweden and still attract international talent like Alex Tomb to join us. Last weeks event was a success, Tomb killed it with a phenomenal set and the crowd here is truly something else, can’t wait to go back to Falun for the next one later this year – OLING
Jägermeister and “Roots” have teamed together for 2023 to maximize the event. On March 25, they welcomed Alex Tomb to make his Swedish debut. Tomb just released the highly regarded “Paludose Canter” EP on Mano Le Tough’s Maeve imprint. Artists including Adriatique, Dixon, Jeremy Olander, and The Drifter have supported the release.
Jägermeister supports the rural club concept ‘Roots’ with Dj and producer OLING, to make clubbing more available in rural environments like Falun. We believe that OLING is at the forefront of this new movement, creating high-quality club experiences outside of the larger cities with a deeper connection to the persona behind the brand. – Jägermeisters Swedish brand manager Daniel Bengtsdahl