Tour the Nordics for Great Infrastructure, Minimal Travel, and More
The live music industry in the Nordic region is experiencing a period of thriving success, according to professionals working across Sweden, Denmark, Norway, and Finland. Ola Broquist, the MD of promoting and booking agency Luger, pointed out that both international superstars and domestic acts are flourishing, with Swedish performers like Yung Lean, Viagra Boys, and Kite achieving arena-level status. Broquist noted that international acts like The 1975 and Hozier have also progressed from small club shows to arenas with Luger’s support.
Jon Bergsjö, the managing director of Live Nation Sweden, highlighted the growth in ticket sales across various genres and event types, from international tours to local performances. Concert-goers are increasingly investing in live experiences, leading to early ticket sales for festivals and high demand for arena and stadium events. Live Nation’s acquisition and renovation of the 1,100-capacity venue Göta Lejon in Stockholm further exemplify the industry’s positive momentum.
The entry of AEG Presents into the Norwegian market, led by industry veteran Peer Osmundsvaag, indicates the region’s recovery after the pandemic. Osmundsvaag emphasized the sector’s growth in festivals, agencies, and international players, driving the industry forward. He explained that each Nordic country has unique market characteristics, with Sweden and Denmark standing out for their infrastructure, population size, and economic strength. Norway and Finland also contribute significantly to the live entertainment scene with engaged audiences and growing reputations for hosting large-scale events.
Sweden’s historical involvement in popular culture, exemplified by global stars like ABBA and Roxette, positions the country as a key player in the Nordic live music scene. Bergsjö noted that Sweden leads in terms of ticket sales and events, driven by a population that actively consumes music across various genres. Additionally, regional markets like Bergen, Trondheim, and Stavanger in Norway play essential roles in hosting major artists and facilitating arena shows, contributing to the industry’s vibrancy.
While the industry is thriving, challenges persist, particularly regarding the rising costs of touring. Broquist acknowledged the strain on promoters’ ability to nurture new talent but expressed resilience in promoting over 400 shows annually. Osmundsvaag highlighted the impact of currency fluctuations and rising interest rates on audience spending, leading to delayed ticket purchases and increased walk-up sales for club concerts.
Overall, despite economic challenges, the live music industry in the Nordic region continues to evolve and expand, driven by a combination of international and domestic talent, engaged audiences, and robust infrastructure across various markets.