‘I See The Nordics As One Unified Market’: Q’s With Ola Broquist, MD & Head Promoter, Luger

Ola Broquist is the managing director and head promoter of promoting and booking agency Luger, which was founded in 1991, and has been part of Live Nation since 2008. Broquist talked about the thriving business, the challenges posed by rising costs, and more.

Pollstar: How would you sum up the state of business at Luger at this point in time?
Ola Broquist: Business is thriving! Many of the Swedish acts we’ve worked with for years, such as Yung Lean, Viagra Boys and Kite, have grown into arena-level performers, and the same goes for our international promoting business. Acts that started with us in small clubs such as The 1975 and Hozier have now moved up to arenas, which is incredibly rewarding to see.

That said, touring has become more expensive over the past year. At Luger, we’re driven by passion and a commitment to bringing in emerging talent, so these challenges are something we navigate carefully on a daily basis. Despite this, we’re still promoting over 400 shows annually, with the majority performing well.

What past and upcoming business highlights would you like to point out both in terms of your promoting business as well as the agency side?
Looking back, one standout moment was Swedish electronic duo Kite’s sold-out show at Avicii Arena — on ice! The performance, featuring ice skaters, Zambonis, and special guests, pushed the boundaries of what a live music experience can be. Another highlight was Yung Lean’s recent show at Avicii Arena. Having worked with him for a decade, it was incredible to see him take the arena stage, proving he truly belongs there.

Looking ahead, we have shows with Billie Eilish, Romy, Aurora, Norah Jones, and Anohni and the Johnsons that I’m excited about, as well as a bunch of rising acts like Mustafa, Ethel Cain, Loyle Carner and Royel Otis. Luger’s flagship festival, Way Out West, taking place in Gothenburg from August 7–9, is also shaping up to be a fantastic edition. With artists like Charli XCX, Chappell Roan, Mk.gee, Queens of the Stone Age, Bicep and Iggy Pop already on the lineup, we’re expecting an incredible year.

Which are the most developed markets in the Nordics, in terms of infrastructure, economy, vs. the emerging ones?
I see the Nordics as one unified market really. We’ve had offices in Norway and Denmark for some time now, and the ability to collaborate across borders has become increasingly valuable. Luger aims to be a one-stop shop for artists touring the region, and this approach has been very attractive to both agents and artists.

That said, I’d love to see more international acts exploring beyond the biggest cities. Playing in major hubs is great but we love hosting shows at spaces like Dalhalla too — it’s an old quarry turned into a spectacular venue in the middle of nowhere. Shows there always feel special.

What makes the Nordics an attractive touring region?
Although the cities here aren’t as close together as in other regions, investing in the Nordics early on can pay off significantly down the road. Artists who build a strong fan base here often see lasting success in the market.

How important is domestic talent to your overall business? Has the importance/popularity of local talent increased over the years?
Domestic talent and the agency side of our business have become even more crucial in recent years. The demand for homegrown artists continues to rise, making them a key part of our overall strategy.

What’s your business outlook for the coming year, and beyond? Any plans you can reveal?
Our main goal is to keep developing the business and creating new opportunities for the artists we work with. While Luger has a long history dating back to 1991, we’ve never been about nostalgia. Instead, we’re always looking ahead, exploring what’s next—whether it’s new partnerships, new venues, or unexpected ventures. Who knows? Maybe one day, we’ll open a farm-turned-venue, growing organic vegetables while hosting incredible live shows!

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