What All Things Live does

All Things Live is a privately held Nordic live entertainment company headquartered in Stockholm, Sweden, founded in 2006. The company represents approximately 150 of Sweden's most prominent artists, comedians, and personalities, and produces concerts, comedy shows, musicals, theatrical productions, dance performances, and festivals (including Öland Rock and Winterviken Live) across Scandinavia, with additional operational presence in Belgium, Italy, the Netherlands, and the Middle East. It operates through interconnected business lines including a Music Agency, a Comedy Agency, Festival Production, and a newly launched Brand Agency (January 2026) focused on personal brand development within comedy and entertainment.

The company generates revenue through two primary streams: ticket sales and event production revenue from live performances across its owned and partner venues; and professional services revenue from exclusive artist representation, booking fees, and corporate event representation. Distribution occurs through a network of country-specific e-commerce ticketing websites, venue box offices at premier Scandinavian venues (including Avicii Arena, Cirkus, Mosebacketerrassen, and Scalateatern), and a customer club providing priority ticket access. The technology stack is not publicly disclosed and the business operates with a lean team of 11-50 employees.

Strategic posture is defined by an acquisition-led Nordic consolidation strategy, demonstrated by the July 2022 acquisition of three Norwegian companies (Stageway Talent, Stageway Teater, and Komon-Stageway) that added 30+ artists and a Norwegian operational base. The company has recently executed a leadership refresh with CEO Magnus Widell appointed October 2024, accompanied by new hires across the Music Agency, Comedy/Brand Agency, and Marketing functions, alongside strategic partnerships with SJ (Swedish State Railways), SkiStar, and Chalmers Industriteknik/Rejlers for sustainability initiatives.

Name

All Things Live

Legal name

All Things Live

Website

https://blixten.se

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

All Things Live is a Stockholm-based Nordic live entertainment company representing approximately 150 Swedish artists and comedians, producing concerts, festivals, comedy shows, musicals, theater, and dance performances across Scandinavia and select international markets.

Ownership category

akta.pro rank

Product category

Live Entertainment Services

NAICS

Agents and Managers for Artists, Athletes, Entertainers, and Other Public Figures (7114), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Musical Groups and Artists (711130), Musical Groups and Artists (71113), Other Performing Arts Companies (71119)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Live Music Booking (Bands, Soloists, DJs) (HSACAHAA)

akta.pro secondary industries

Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Touring & Production Services (Staging, Lighting, Sound, Video) (MPAIAFAF), Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI), Live Music Clubs & Venues (MPAGAIAB)

Keywords

• Live entertainment
• Artist representation
• Concert production
• Festival organization
• Comedy booking

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Ticket Sales and Event Revenue: All Things Live generates revenue through producing and promoting live events including concerts, comedy shows, musicals, theater performances, and festivals. Revenue comes from ticket sales at venues across Scandinavia.
2. Artist Representation and Booking: The company represents approximately 150 artists and comedians in Sweden, providing booking and management services. This includes artist management, booking, and corporate events.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

All Things Live is a Nordic live entertainment company that represents approximately 150 of Sweden's most prominent artists, comedians, and personalities, and produces concerts, shows, musicals, stand-up comedy, theater, and dance performances across Scandinavia. The company also produces annual festivals and provides corporate event booking services through its wholly owned Norwegian subsidiaries Stageway Talent, Stageway Teater, and Komon-Stageway.

Product overview

All Things Live operates as a live entertainment company offering multiple interconnected services. The core offerings include Music Agency (representing ~150 artists), Comedy Agency (for comedians), and Festival Production. The company also produces concerts, shows, musicals, stand-up comedy, theater, and dance performances across Scandinavia. Brand Agency, launched in January 2026, represents a new modular addition focused on personal brand development within comedy and entertainment. The company operates across Sweden, Norway, Denmark, Finland, Belgium, Italy, the Netherlands, Middle East, and globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Music Agency Artist representation and booking services representing approximately 150 of Sweden's most prominent musicians and performers across Scandinavia.
• Comedy Agency Representation and booking services for comedians and humor artists within the Swedish and Scandinavian market, including production of stand-up comedy shows.
• Festival Production Annual production of several festivals across Sweden, including Öland Rock and other live entertainment festivals.
• Concert and Show Production Production of concerts, shows, musicals, stand-up comedy, theater, and dance performances at venues across Scandinavia including Avicii Arena, Cirkus, Mosebacketerrassen, Scalateatern, and others.
• Brand Agency Division focused on personal brands within comedy and entertainment, developing strategy, creativity, and commercial positioning for strong profiles through personal brand development.
• Winterviken Live Seasonal concert concept featuring performances at the Winterviken venue, including the Summer Stage (Sommarscenen) series.
• Corporate Event Booking Professional corporate entertainment booking services for business functions and company events, sourced from the represented artist roster.

Quantifiable outcome

• 30+ artists acquired through Norwegian expansion

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and minor.

• SJ (Swedish State Railways)coreStrategic or Co-development Partner · 29 August 2024All Things Live Sweden and SJ partnered in a joint initiative called 'New Things Live' to promote and 'break' emerging live acts. The initiative aims to bridge the gap between record contracts and live performance success.
• Stageway TalentcoreStrategic or Co-development Partner · 29 July 2022Norwegian live entertainment company acquired by All Things Live. The acquisition strengthened All Things Live's presence in the Norwegian market, involving artist management, booking, and corporate events.
• Stageway TeatercoreStrategic or Co-development Partner · 29 July 2022Norwegian live entertainment company acquired by All Things Live as part of the Norwegian market expansion strategy.
• Komon-StagewaycoreStrategic or Co-development Partner · 29 July 2022Norwegian live entertainment company acquired by All Things Live, contributing to the expansion of operations in Norway.
• Chalmers IndustriteknikminorStrategic or Co-development PartnerCollaborated with All Things Live and Rejlers on the Cirkulär Live project - a research, development, and communication project focused on long-term sustainable live entertainment.
• RejlersminorStrategic or Co-development PartnerPartnership in the Cirkulär Live sustainability project alongside All Things Live and Chalmers Industriteknik, focused on sustainable practices in live entertainment.
• SkiStarminorStrategic or Co-development PartnerSkiStar expanded their collaboration with All Things Live to launch Hemsedal Snowfest (April 25-28), combining skiing and music festival experiences in Hemsedal.

Scale indicators3 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Luger: Luger is one of Sweden's largest concert promoters and artist bookers, directly competing with All Things Live in artist representation, concert promotion, and venue bookings across the Nordic market. Both companies pursue overlapping rosters of Swedish and international acts.
• Moment Group: Moment Group is a Swedish live entertainment and experience company operating venues, shows, and artist-driven concepts. It competes with All Things Live in the Swedish live entertainment market, including musicals, theater, and comedy, often in the same venues (e.g., China Teatern, Södra Teatern).
• Bazooka (Bands / Comedians): Bazooka is a Swedish booking and management agency for bands and comedians, directly comparable to All Things Live's Music Agency and Comedy Agency divisions. Both companies compete for talent representation and live performance bookings within the Swedish and Scandinavian markets.

Broad incumbents

• Live Nation Sweden: Live Nation is the world's largest live entertainment company, with a Swedish operation that promotes concerts, festivals, and tours. It competes with All Things Live on booking, touring economics, and venue partnerships across the Nordics, but at significantly greater scale and global reach.
• AEG Presents: AEG Presents is a global concert promoter and venue operator with European operations. It competes with All Things Live for headline Nordic touring acts and offers the bundled venue + promotion model that ATL must match to retain top-tier roster and venue access.
• United Talent Agency (UTA): UTA is a global talent and entertainment agency representing artists, comedians, and other performers. It is comparable to All Things Live's Music Agency and Comedy Agency businesses at a global scale, representing the kind of competition and partnership opportunities that arise for cross-border Nordic acts.
• Creative Artists Agency (CAA): CAA is one of the world's largest talent and entertainment agencies, representing musicians, comedians, and broader entertainment figures. It competes globally for the same artist pool that All Things Live represents in the Nordics, and shapes deal terms that Nordic promoters must match.

Regional players

• FKP Scorpio: FKP Scorpio is a major European concert promoter and festival operator (e.g., Hurricane, Southside, Roskilde-adjacent festivals). It overlaps with All Things Live on festival production and touring artist representation, with a primary footprint in Germany and broader European reach.
• Primary Talent International: Primary Talent International is a UK-based artist booking agency specializing in comedy, music, and entertainment. It is comparable to All Things Live's comedy and music booking operations, with a complementary European footprint and similar roster size and profile.
• Way Out West Festival / Roxy / Sticky Fingers promoters (Swedish indie promoters cluster): Way Out West and the broader Swedish indie festival/promoter cluster (Roxy, Sticky Fingers, etc.) compete with All Things Live for festival production mandates and artist bookings in Sweden. They represent a meaningful peer set in the same Nordic geography with overlapping artist rosters.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AllThingsLiveNO
• Facebookfacebook.com/allthingslivedenmark

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about All Things Live