Peace & Love

What Peace & Love does

Peace & Love was a Swedish music festival founded in 1999 by a Borlänge association with the stated mission of combating violence, racism, and xenophobia in Dalarna. The festival grew rapidly, hosting major international acts including Bob Dylan, Jay-Z, Rihanna, Roxette, and Patti Smith, and reached its commercial peak in 2012 when approximately 50,000 tickets were sold, making it Sweden's largest festival that year. It briefly expanded internationally with editions in Chile (2008), Austin, Texas (2009), and Havana, Cuba (2011). Peace and Love AB was declared bankrupt in 2013; the non-profit Peace and Love Foundation relaunched the event in 2014 with roughly 5,000 attendees, and the final edition was held in 2019 in Folkets Park, Borlänge, drawing about 15,000 visitors. The 2020 edition was cancelled due to COVID-19 restrictions and the organization went bankrupt a second time.

The current operating entity is the peaceandlove.nu website, a WordPress CMS-based editorial blog that publishes articles on Swedish and international music festivals, artist profiles, ticket-buying guidance, packing and budget tips, and broader music-industry news. The site's content is freely accessible without registration, and it includes affiliate-style outbound links to adjacent consumer categories such as keyboards, mobile plans, no-license casinos, and short-term loans. There is no disclosed pricing model, no proprietary platform beyond standard WordPress, no mobile app, no API or SDK surface, and no active monetization product.

The business model during the operational festival years relied on ticket sales and likely sponsorship revenues (not disclosed), serving Swedish music-festival enthusiasts. The post-bankruptcy entity serves the same audience persona but as a content publication rather than an event operator; it generates no disclosed revenue and has no named commercial customers, partnerships, or advertising clients in the data. Ownership remained community- and foundation-based throughout, with no institutional investors, venture capital, or public-market involvement at any stage.

Name

Peace & Love

Legal name

Peace & Love – Festivalen

Website

https://peaceandlove.nu

Company type

Private

Founded year

1999

Operating status

Closed

Headcount range

51–100 employees

Short description

Peace & Love was a Swedish music festival (1999–2019) founded in Borlänge that at its 2012 peak sold 50,000 tickets, making it Sweden's largest. After two bankruptcies, the entity now operates as a non-commercial WordPress editorial blog covering Swedish music festivals and artists.

Ownership category

akta.pro rank

Product category

Music Festival Media

NAICS

Performing Arts Companies (7111), Religious, Grantmaking, Civic, Professional, and Similar Organizations (813), Arts, Entertainment, and Recreation (71)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Organizations (8600)

akta.pro primary industry

Cultural Festivals & Events Organizations (BPAGAHAG)

akta.pro secondary industry

Virtual Concerts & Music Festivals (Livestreamed Performances) (MPAGAOAD)

Keywords

• Music festival blog
• Festival editorial content
• Artist news coverage
• Concert event guides
• Swedish music festivals

Headquarters

HQ city

Borlänge

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Distribution channels1 record

Marketing channels2 records

Core offering

Peace & Love operates a Swedish-language editorial blog and informational website (peaceandlove.nu) covering Swedish and international music festivals, artist profiles, festival lifestyle guides, and music event news. The company historically ran a music festival in Borlange, Sweden from 1999 to 2019 but currently functions solely as a content portal after the festival ceased operations following the COVID-19-related cancellation of the 2020 edition.

Product overview

Peace & Love is a Swedish music festival information portal that operated the Peace & Love music festival (1999-2019) in Borlänge and now functions as a blog covering Swedish and international music festivals, artist news, and festival lifestyle content. The website provides articles about festival coverage, artist profiles, music news, and practical guides for concert and festival attendees.

Differentiator

Problem solved

Functional benefit

Products and services

• Peace & Love Festival News Website A Swedish-language music festival blog and news portal built on WordPress CMS that publishes articles covering Swedish and international music festivals, artist profiles, festival guides, and music-related editorial content. Targeted at Swedish music festival enthusiasts seeking information about events, artists, ticketing, and festival planning.
• Peace & Love Festival (historical) A major Swedish music festival held in Borlange from 1999 to 2019, known for hosting international artists including Bob Dylan, Jay-Z, Rihanna, Roxette, and Patti Smith. The festival was discontinued after declaring bankruptcy in 2013 (later revived by the Peace and Love Foundation in 2014), and went bankrupt again after the 2020 edition was cancelled due to COVID-19. The 2019 edition with approximately 15,000 attendees in Folkets Park was the final festival held.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights3 records

Direct peers

• Way Out West: Major Swedish music festival held annually in Gothenburg since 2007, covering multiple genres. Peace & Love's own content explicitly compares its history to Way Out West, and the two competed for the same Swedish festival-goer audience during the same period.
• Sweden Rock Festival: Long-running annual rock-oriented music festival in Sölvesborg, Sweden, attracting tens of thousands of attendees and international headliners. Directly comparable as a large Swedish summer music festival targeting similar demographics.
• Bråvalla Festival: Former Swedish rock festival in Norrköping that drew tens of thousands of attendees and was ultimately discontinued after the 2017 edition. Closely comparable trajectory: a large Swedish festival that scaled and then ceased operations due to commercial and reputational pressures.
• Hultsfred Festival: Historic Swedish music festival founded in 1986 that drew 30,000+ attendees before folding in 2009 due to financial difficulties. Highly analogous to Peace & Love as a defunct Swedish summer festival with a strong legacy brand.
• Summerburst: Swedish electronic dance music festival that ran in Stockholm and Gothenburg from 2011 and is referenced in Peace & Love's editorial coverage. Directly comparable as a Sweden-based summer festival competing for the same seasonal audience window.
• Lollapalooza Stockholm: Stockholm edition of the global Lollapalooza festival brand, explicitly covered on peaceandlove.nu. Comparable as a Swedish summer festival with international brand ties targeting the same mainstream Swedish music audience.
• Roskilde Festival: One of Europe's largest non-profit music festivals, run by a foundation since 1971 and drawing roughly 130,000 attendees annually. Closely comparable as a non-profit/foundation-driven European summer music festival with social-mission framing.

Regional players

• Flow Festival: Major non-profit music festival held in Helsinki, Finland, known for its strong curatorial positioning and sustainable-event ethos. Comparable as a Nordic festival with cultural-policy and foundation-style operations similar to Peace & Love's mission-driven model.
• Øya Festivalen: Long-running Norwegian summer music festival in Oslo attracting tens of thousands of attendees with a strong environmental and cultural focus. Comparable as a neighboring Nordic festival with similar artistic programming and audience profile.

Emerging players

• Musikens Makt: Swedish non-profit organization supporting music-based social initiatives, including former ties to the Peace & Love festival's anti-violence and anti-racism mission. Directly comparable as a Swedish non-profit cultural/music organization with overlapping social mandate.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Peace & Love