Sofie Haag is a London-based promoter, producer and entrepreneur with more than 18+ years experience in producing and promoting large-scale, and high profile cultural concerts, productions, festivals and events of the highest quality.
Prior to moving to the UK in 2007 with her family, Sofie worked at the Royal Swedish Opera, The Royal Dramatic Theatre and the Drottningholm Court Theatre as a producer. Productions included corporate sponsorship events with Jean Paul Gaultier, culture festivals, outdoor performances, Pride and international guest plays and tours, including the 13 800+ seat Globe Arena in Stockholm with symphony orchestra and the World Festival Choir. Many of the productions were broadcast live on national radio and TV.
In the UK, Sofie served as president for the London-chapter, and later regional president (Western Europe, Middle East and Africa), for the global non-profit organisation SWEA International (headquarters in America). Under Sofie´s leadership, the organisation increased its member base, strengthened its profile internationally, built and secured strong partnerships with large international corporations and organisations in the UK and abroad. In 2009 Sofie founded From Sweden Ltd (trading name: From Sweden Productions), with the aim to promote and support Swedish performing arts, media and entertainment abroad. She made a name for herself with her sold out Wigmore Hall debut, reaching more than 5 million people via live broadcast leading up to the concert, and later added several sold out performances and events at top London venues to that list. As part of this, Sofie has since presented world renowned artists and productions side by side with up and coming rising stars and newly written commissions – bridging the gap and furthering the relations between Anglo-Swedish arts and business.
In 2015 Sofie founded Sofie Haag Productions (SHP), specialising in production management and promotion of world-class live international productions and events. Services include music and entertainment for diplomatic, corporate and luxury events, where quality and excellence is of utmost importance.
Sofie is frequently hired to provide bespoke live music and entertainment to diplomats, embassies, luxury brands and top venues on the one hand and to support clients within classical music and the performing arts with their promotion and production management on the other.
With a BA in tourism and business administration as well as another BA in Musicology, Sofie is passionate about arts and business, creating experiences that leave a positive mark on the audiences and the people involved long after they have left. She also feels strongly about supporting artistic entrepreneurs and organisations in the creative industries (which are suffering from cuts in public funding and government grants, and thus are in strong need of new strategies to raise finance to survive). As part of this, she has just launched a free online DIY Artist Promotion blog to empower artists and creatives with tools and inside tips to get the word out there about themselves and their upcoming events, incl attracting large audiences and generate great buzz, off and online.
When Sofie isn´t busy juggling work and family, she has been chairing a business network for Swedish business women in the UK, SveaBritt (2013-15), writing articles for business magazines and has also on several occasions been hired as a speaker, with the focus on entrepreneurship, women in leadership and gender equality.