‘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.

Pollstar: How would you sum up the state of business for Live Nation Sweden?
Jon Bergsjö: We’ve had a great start to the year. We see strong ticket sales across all genres and event formats. From international tours and artists to domestic acts, fans are investing more and more in live experiences.

Together with our partners, we’re extending the live experience before and after the show. In addition, we’ve acquired the historic venue Göta Lejon in Stockholm, which is fully booked throughout the year.

Our festivals are selling more tickets earlier than ever before, and we’re seeing demand for new formats too. The arena and stadium business are doing really well and we see this continuing into 2026.

What past and upcoming event highlights would you like to point out?
There’s a lot to highlight from last year: We achieved a ground-breaking arena tour with Benjamin Ingrosso in Sweden and leveraging our international Live Nation network, we successfully brought the talent to Europe and the U.S.

Additionally, we’ve launched the concert series Sthlm Fields, which is already seeing good ticket sales. This year, we’re curating standout days featuring Green Day, Muse, and local superstar Antwan.

Our festivals have been sold out with record-breaking numbers of attendees, we’ve built solid foundations and had a fantastic festival year.

We also sold out two Springsteen shows, Pink concerts, as well as TOOL and Swedish metal giants In Flames.

So far this year, we’ve had tremendous success with Les Misérables: The Arena Spectacular, featuring local talent. We’ve already more than doubled the number of sold out stadium shows, including two AC/DC shows at one of the biggest arenas, Ullevi in Gothenburg.

International pop is thriving, with sold-out shows for Sabrina Carpenter and Tate McRae. This summer, we’re welcoming Sting, while Roxette is on a sold-out tour in South Africa.
Melodifestivalen, the national tour and selection for the Eurovision Song Contest, are also performing very well in terms of ticket sales and sponsors.

Are there regional markets in the Nordics that stand out compared to others?
Sweden holds an impressive track record of strong attendance for both international and domestic artists. We lead the Nordics when it comes to ticket sales and number of events. Brands and businesses in Sweden understand the power of live music and actively seek association with our events and brand portfolio.

What make the Nordics an attractive touring region?
Sweden has always been at the forefront when it comes to popular culture. Our own Thomas Johansson was an early pioneer in exporting local talent that became global stars, such as ABBA and Roxette. Our musical heritage covers multiple genres, and we have a population that actively consumes music—both live and via streaming. This rich music scene is reflected on all levels, and fans are highly engaged with international acts – even before they make their first local gig.

From the artist’s perspective, the Nordics provide great infrastructure for a tour with minimal travel between shows which is pretty attractive. And our local team is excellent.

How’s Live Nation’s festival business in the Nordics doing?
All our festivals in the Nordics are doing extremely well and we’re looking forward to a record-breaking summer.

What’s your business outlook for the coming year, and beyond?
The pipeline for 2026 looks very exciting, with a solid lineup of stadium and arena shows already in place. We’ve now got a great foundation of Live Nation arenas in the Nordic area with Royal Arena in Copenhagen and recently announced Helsinki Halli in Finland, creating real touring potential.

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