Saga Ludvigsson – SM-festen: A Sparkly Country-Pop Homecoming at Chilly SM-veckan Opening in Borås

Saga Ludvigsson live at SM-festen during SM-veckan in Borås in February 2025

Clad in shimmering lilac sequins with temperatures barely above freezing, Saga Ludvigsson brought country-pop warmth to a chilly February evening in Borås. The Swedish Idol finalist’s homecoming performance at SM-veckan’s opening night proved that star quality doesn’t need a warm climate to shine.

Photos and Words by Jonas Gustafsson

From Talang to Melodifestivalen: A Rising Country-Pop Voice

When Saga Ludvigsson reached the final of Swedish Idol 2023 and placed second, Sweden’s country-pop landscape gained one of its most promising young voices. The 19-year-old singer from Örby, who first charmed television audiences as a twelve-year-old finalist on Talang 2019 (Swedish adaptation of America’s Got Talent), has since carved out a distinctive niche in modern country-pop.

With her powerful voice and infectious energy, she’s become a fixture on Sweden’s summer tour circuit, including the popular Diggiloo tour, whilst building a catalogue of singles that showcase her talent for blending contemporary pop sensibilities with country storytelling.

A firework of colour: Saga matched her fiery orange and blonde hair with a bright purple sequinned outfit.

A Homecoming Performance in Freezing Conditions

This Wednesday evening performance at SM-festen marked a homecoming of sorts for Ludvigsson. Born and raised in nearby Kinna, she holds a special place in the hearts of the Borås community, having been a recurring presence at the city’s Sommartorsdagarna events since childhood. It was fitting, then, that she was chosen to open the premiere evening of SM-veckan, the week-long sports championship event taking place across Borås in February 2025. SM-veckan featured not only sporting competitions but also cultural events throughout the city, with the main stage positioned outdoors at PA Halls terrace by Kulturhuset.

With temperatures hovering just above freezing, the audience huddled in thick jackets, hats, and gloves against the bitter February cold. Yet Ludvigsson took to the stage in a striking ensemble of matching lilac sequinned trousers and crop top with fringed shoulder pads, her midriff bare to the elements. That she managed to deliver a polished vocal performance without her teeth chattering was a feat in itself.

Wide stage shot of Saga Ludvigsson live at SM-festen during SM-veckan in Borås in February 2025

The freezing conditions were evident: notice the visible condensation of her breath.

Camera-Ready Professionalism and Commanding Stage Presence

What proved even more impressive was her stage presence. Ludvigsson commanded the platform with the assurance of a seasoned professional, working the cameras with practiced ease. Her experience across multiple television platforms, from Talang to Idol, has clearly honed her ability to perform for both live and broadcast audiences.

From a photographer’s perspective, she was an absolute joy to capture, instinctively finding her angles and delivering the kind of dynamic energy that translates beautifully through the lens.

Close-up of Saga Ludvigsson live at SM-festen in Borås, February 2025. Fire orange lights in the background.

The fiery orange stage lighting matched Ludvigsson’s hair colour perfectly, and brought visual warmth to the chilly evening.

Eclectic Covers and the Challenge of Building a Repertoire

The brief fifteen-minute set leaned heavily on cover versions, drawing from a surprisingly eclectic range of artists. Madonna’s “Like A Prayer” rubbed shoulders with Dolly Parton’s “Jolene” and an Avicii track, possibly “Wake Me Up”. Whilst Ludvigsson’s country-pop aesthetic would seem naturally suited to material from artists like Shania Twain or Sweden’s own First Aid Kit, her choices reflected the breadth of her influences. Cover versions have long been part of her repertoire, evident both on her YouTube channel and throughout her Idol journey, suggesting a comfort with interpretation alongside original material.

This reliance on covers speaks to the reality facing many emerging Swedish pop artists today. Like her contemporaries, Ludvigsson has focused primarily on releasing singles rather than building a deep catalogue of original work. It’s a strategic approach in the streaming age, but it means that shorter live performances must be supplemented with well-chosen interpretations. To her credit, Ludvigsson’s vocal delivery and stage charisma ensured that even familiar material felt engaging.

Saga Ludvigsson energetic live performance at SM-festen / SM-veckan in Borås, February 2025

Saga powered through the cold with high-energy performance.

A Pivotal Moment in a Rapidly Rising Career

The SM-veckan appearance came at a pivotal moment in Ludvigsson’s rapidly developing career. Within weeks of this SM-festen performance, she would take a significant step forward with her Melodifestivalen 2025 entry “Hate You So Much”. The country-tinged track, which recalls the narrative-driven pop of artists like Smith & Thell and Tennesee Tears, would become her breakthrough beyond the television talent show circuit. Melodifestivalen, Sweden’s annual Eurovision Song Contest selection process, would see the song become her biggest hit to date and demonstrate her ability to craft emotionally resonant material within the country-pop framework. She returns to the competition in 2026 with “Ain’t Today”.

For the shivering but appreciative Borås crowd on this February evening, the performance showcased an artist who has clearly mastered the technical and performative aspects of her craft. As she continues to develop her original material and refine her artistic identity within the country-pop sphere, Ludvigsson’s vocal talent and steadfast professionalism (even in the most challenging conditions), combined with her genuine stage presence, suggest a bright future ahead.