Q&A with Riot’s new Campaign Executive, Hedvig Lindström

4 Oct 2022 -

Last month, we welcomed Hedvig Lindström to Team Riot as Campaigns Executive. Hedvig previously worked in a digital marketing role, writing copy and expanding social media reach for a variety of clients, following her work in the Swedish Embassy’s Cultural Affairs team. She has a BA in Communication and Media Studies and an MA in Linguistics from Södertörn University in Stockholm. Hedvig brings a broad range of experience to Riot, with her marketing knowledge and her deep passion for culture, which we know will be an asset to the team. Want to get to know her a bit better? We’ve asked Hedvig to share some of her passions and what she is most looking forward to working at Riot.

What are you most excited about when it comes to joining Riot?

I’m excited to work on a variety of interesting projects that I feel genuinely invested in. I’m also looking forward to having the opportunity to use and explore my creativity more in my day-to-day work.

With no limitations in place, who would be your dream client?

That’s such a hard question – either an interesting contemporary London theatre like the Almeida or my favourite Swedish author Jonas Hassen Khemiri. I loved working with the Swedish Embassy trying to help Swedish authors reach new audiences internationally as there are so many that don’t get read outside of Sweden. Jonas Hassen Khemiri has a very unique voice that explores identity and alienation with perfectly considered language that he uses to play with the framework of a novel in new and interesting ways. I’ve stopped counting the number of times I’ve recommended his novel Everything I Don’t Remember, the translation into English is also excellent.

What was the first book that you fell in love with?

I would have to say the Nancy Drew books because I can remember just being completely caught up in them and reading for hours and hours as a child. As I got older, I remember reading everything on my parents’ bookshelves, and I think The Horse Whisperer by Nicholas Evans was probably the first adult book I read as a young teenager, which was a very special feeling at that age. Unfortunately, I probably wouldn’t enjoy these titles as much as I to pick them up today.


What are some of your other passions?

Besides all things culture, I absolutely love knitting and food. One of my favourite things about London is that you can literally get any type of food you want on any day. There are also some really good knitting shops where I spend too much money and too little time. I’ve also always been interested in people and psychology. I wanted to be a therapist when I was younger but now I just indulge in easily digestible reads related to the subject.