Copenhagen Business School in Denmark has been partnering with Roskilde Festival since 2013. For two weeks in June and July, Roskilde Festival, the second largest music festival in Europe, becomes a temporary city with 130,000 residents. It represents a perfect laboratory for combining research with the development of business models related not only to the festival’s challenges, but also to sustainability challenges at large. Each year the team focuses on a different theme. In 2016 the theme was the power of collecting, analysing, sharing and using data, the right to privacy and freedom of speech. This is one of a wide range of research projects that faculty across the Business School have been doing around the topic of sustainability through the Sustainability Research Platform (33% of all research is related to sustainability/responsible management).