Nordic Focus 2025 Index Page
Welcome to Pollstar’s 2025 Nordic Focus. For this inaugural edition, we spoke to some of the regions most prolific promoters to get a sense of where the business is at. Turns out, just like in most of the rest of Europe, Business is thriving – in many cases spectacularly.
That’s not to say that there weren’t any challenges, as the risen costs of touring are felt across Norway, Sweden, Denmark and Finland, as well.
Aside from a market overview, Pollstar spoke with the architects behind the renovation of Avicii Arena in the Swedish capital of Stockholm. It’s a fascinating example of breathing new life into a building, without having to tear it down and/or start from scratch.
Scroll through the main features, and interviews below, to get the lowdown on the state of play in the Nordics, courtesy of some of the country’s best and brightest in live.
Main Story:
Needle Points North: Great Infrastructure, Minimal Travel & Other Reasons To Tour The Nordics
VenuesNow Feature:
Understanding What A Building Needs – How HOK Reimagined Sweden’s Avicii Arena
Interviews:
AEG Presents opened an office in Norway, and hired live entertainment veteran Peer Osmundsvaag, who brings with him an extensive 35 years of experience in the biz, to run it. Osmundsvaag’s vast experience in the markets showed, as he answered our questions on the state of business, opportunities and challenges, the importance of local talent, and promising touring destinations outside the main capital hubs.
‘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.
‘Strong Ticket Sales Across All Genres & Event Formats’: Q’s With Live Nation Sweden MD Jon Bergsjö
For our inaugural Nordic Focus, Pollstar reached out to Jon Bergsjö, managing director of Live Nation Sweden, who had nothing but good news to share both about the current state of business as well as its future outlook.
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