Niklas Jonsson was born in Umeå in 1977. In 2001 – Stockholm, he started a festival called Popaganda, as well as that he booked bands for the Hultsfred festival. In 2007, he worked in Luger, now a part of Live Nation, as festival management and head of agency. He worked on issues of environmental sustainability and gender equality issues. He started his own agency, Sustainable Punk, to explore sustainability in the live music sector. Since, he has initiated climate projects and a university study.
