By OLAF FURNISS
A LONDON bar on the hottest day of 2003 might seem like an unusual place to conceive a unique music festival on the north west tip of Iceland, six hours by car from the capital Reykjavik. But Icelandic singer-songwriter Mugison has an endearingly unorthodox approach to much of what he does.
Back then he had just performed at a festival hosted by the Institute Of Contemporary Arts and was enjoying a few pints with his father, commonly known as Papa Mugi. The older man had recently returned to the small fishing town of Ísafjörður ("ice fjord", population circa 4,000] to become its harbourmaster.

Curated by Mugison. And his Dad.

Review Written
Date Posted: 25.03.2008 - 15:01
Event Date: 21.03.2008 Location: Ísafjörður

Thanks Goodness for that then. When a festival calls itself ‘I Never Went South’ the implications of northern travel are patently obvious.
Nestling under a blanket of near permanent snow amongst the northern Fjords of Iceland, This event is now in its fifth low-key year and manifests itself as a two day, free music showcase of indigenous talent curated by one of the God-Fathers of the industry – Mugison. And his Dad.

Bands, fans and ex Sugarcubes come together for I Never Went South festival

Guardian Unlimited
Thursday April 19 2007


Helen Pidd discovers Iceland's coolest music festival - it's free, family-friendly, and it even features an underwater gig.

Watch our

audio slideshow

of the festival

Artists: Blonde Redhead, Mínus, Ampop

“I know,” said Mugison to his dad, Papamugs, over a beer in London one day. “Let’s start a grand music festival in our tiny 4,000-person town, set in a remote corner of northwest Iceland, where we bring up some of our pop star pals from Reykjavik, maybe one or two international bands, and have them support the local acts, who happen to be rather good.”

Words: Paul Sullivan
Pictures: Paul Sullivan