Needle Points North: Great Infrastructure, Minimal Travel & Other Reasons To Tour The Nordics

Business in the Nordics is thriving. That’s the unequivocal response one gets when questioning live professionals working across Sweden, Denmark, Norway and Finland.

According to Ola Broquist, MD and head promoter of promoting and booking agency Luger, success is not limited to international superstars, but includes domestic acts: “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,” he said, adding, “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.”

Jon Bergsjö, managing director of Live Nation Sweden, confirmed the positive trajectory. “We see strong ticket sales across all genres and event formats,” he said, “from international tours and artists to domestic acts, fans are investing more and more in live experiences. 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.”

Live Nation acquired the Stockholm-based venue Göta Lejon in 2023, which it renovated and reopened in 2024. According to Bergsjö, the 1,100-cap venue is fully booked throughout the year.

AEG Presents recently opened an office in Norway, run by industry veteran Peer Osmundsvaag, who told Pollstar, “the live entertainment business in the Nordic region is thriving, after a strong recovery following the pandemic. The presence of strong international players keeps the business sharp and focused, and we see both domestic and international business continuing to develop, with growth in festivals and agencies, driving the industry forward.”

He broke down the different markets in the region: “Sweden and Denmark are often considered the most developed markets in the Nordics due to their robust infrastructure, larger populations, and strong economies. Cities like Stockholm and Copenhagen host world-class venues and attract major international tours and are closer to Europe. Norway, while slightly smaller in population, has a highly engaged audience and a growing reputation for hosting large-scale events, particularly in Oslo. Finland also has a vibrant live entertainment scene, with Helsinki as a key hub.”

Bergsjö said, Sweden led the Nordics when it came to ticket sales and number of events. Part of that is history: “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. Fans are highly engaged with international acts, even before they make their first local gig.”

Aside from the capital cities, there are also strong regional markets: “Bergen has long been an established stop for major artists, with a vibrant music scene, a strong student culture, and a well-developed industry network that consistently produces prominent Norwegian headliners such as Sigrid, Aurora, and Kygo. Trondheim and Stavanger also play key roles, hosting larger festivals and facilitating more and more arena shows. Trondheim has grown significantly in recent years, with its student houses and expanding festival scene contributing to its prominence,” Osmundsvaag explained.

There’s reason to remain cautious, as the costs of touring have gone through the roof. It puts a strain on any promoter’s ability to develop new talent. “These challenges are something we navigate carefully on a daily basis,” said Broquist, “despite this, we’re still promoting over 400 shows annually, with the majority performing well.”

Osmundsvaag said, “the weaker currency when compared to previous years has had an impact, and rising interest rates and general price increases mean that audiences have less disposable income. While larger international events remain largely unaffected, the Norwegian mid-tier market is feeling the strain. Audiences are waiting longer to purchase tickets, and there is an increasing trend of walk-up sales for club concerts. These factors are shaping the dynamics of the industry in significant ways.”

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