Nytorgsfesten – our festival since 1995

Nytorgsfesten on Södermalm was created and has been organised by Tommy Mattsson and Joakim Stenhammar through StreetPromotion since 1995. History, photos and film.

The festival we created

Nytorgsfesten on Södermalm in Stockholm was first held in 1995. The festival was created by Tommy Mattsson and Joakim Stenhammar through StreetPromotion, which has organised and marketed it ever since.

In its first three years, 1995–1997, Nytorgsfesten drew more than 45,000 visitors. In 1997 the line-up included Latin Kings, Lars Winnerbäck, Jack Vreeswijk, Stakka Bo, Oskar and Lina Nyberg – and the papers wrote about a music party on Söder and a party for the people of Söder.

The comeback and the festival today

In 2017 Nytorgsfesten made a grand comeback after a few years’ break, and the festival has been back on Södermalm ever since.

In 2026 Nytorgsfesten was held on 14–16 August. The festival opened with a carnival parade from the lawn on Nytorget and filled the blocks around the square with stages, market and flea market – from Greta Garbos torg and Katarina Bangata to Skolgården, Gotlandsgatan and its own circus corner.

What we do for the festival

As organiser we handle everything from permits and site planning to marketing: posters, flyers and street teams on Södermalm and across Stockholm ahead of every festival.

The experience from Nytorgsfesten – and from Riddarholmsfesten and Stockholm All Star Festival – is the foundation of what we do when we produce and market events for others.