Country Profile: Sweden
Despite being a relatively small market, Sweden’s appetite for live music shows little sign of slowing, though like the rest of the Nordics, it’s not immune to economic pressures – the krona remains weak – and shifting audience habits.
After a quieter 2024, the country is surging again, with recordbreaking stadium shows, revitalised festivals, and a grassroots scene that continues to punch above its weight internationally.
“The market for international touring is in great shape, with the majority of arena and stadium tours doing great business,” says Thomas Johansson, chairman of Live Nation Nordic. “We’ve seen sold-out shows, from AC/DC and Bruce Springsteen to Kendrick Lamar and SZA, and both Sweden Rock and Way Out West enjoyed record attendance this year.”
Despite healthy demand, promoters point to challenges with timing, pricing, and geography. “We’ve seen that a lot of artists want to tour our region during Q4, which means many shows are fighting for the same ticket-buyers,” explains Chris Rotenius, head of booking…
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