What Luger does

Luger is a Stockholm-based live entertainment company founded in 1991 (originally in Sandviken, relocated to Stockholm in 1998) that operates as both a Nordic artist booking agency and a concert/festival promoter. Its business comprises two main lines: an artist booking agency representing Swedish and international acts for touring in Scandinavia and worldwide, and owned festival operations — Way Out West in Gothenburg (launched 2007) and Åre Sessions in Åre (launched 2017). The company represents dozens of artists including Robyn, Men I Trust, Emmylou Harris, Miriam Bryant, and Swedish acts such as Terra and Nektar, and works with international artists from the UK, US, Australia, Ireland, Northern Ireland, Iceland, and France for Swedish tours.

Luger's operating model is relationship-driven rather than technology-driven: the core "platform" is its roster of agents and promoters who handle booking inquiries directly, supplemented by standard digital channels (website, newsletter, Instagram, Facebook, YouTube, Twitter/X) for promotion and third-party ticketing platforms (Billetto, Ticketmaster, Tickster) for ticket distribution. The company maintains visible affiliations with Live Nation (referenced in policy/footer of luger.se) and runs cultural programming around Way Out West such as the WOW Talks speaker series (partnered with Storytel in 2026) and Stay Out West club nights. Festival production follows an established annual cadence — Way Out West runs three days in Slottsskogen, Gothenburg and reportedly draws over 100,000 visitors with 100+ artists, while Åre Sessions is a smaller Nordic-focused event with skiing and freeride activities.

Revenue mechanics are split between booking commissions (a professional services model on artist representation) and festival ticketing/promotion (a transaction-fee model on ticket sales and sponsorships). Distribution is conducted through a team of named agents (e.g., Head of Sales Decireé Åkesson, agents Thobias Eidevald and Linn Hutchinson Berg) for the booking line, and through third-party ticketing partners for the consumer side. Pricing is not publicly disclosed. The company has no disclosed subsidiaries, no external funding rounds, and operates as a privately-held entity with a staff base that spans agency, production, marketing, partnerships, and finance functions (roughly 30+ named professionals in available data).

Name

Luger

Legal name

Luger

Website

https://luger.se

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

51–100 employees

Short description

Luger is a Stockholm-based Nordic live entertainment company founded in 1991 that operates an artist booking agency for Swedish and international acts and owns two music festivals, Way Out West in Gothenburg and Åre Sessions in Åre.

Ownership category

akta.pro rank

Product category

Live Music Promotion

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Musical Groups and Artists (71113), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900), Services-Management Services (8741)

akta.pro primary industry

Tour & Artist Management Services (HSACAHAN)

akta.pro secondary industries

Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL), Touring & Production Services (Staging, Lighting, Sound, Video) (MPAIAFAF), Live Music Booking (Bands, Soloists, DJs) (HSACAHAA)

Keywords

• Music booking agency
• Concert promotion
• Live music events
• Artist representation
• Music festival operations

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Artist Booking & Commission: Luger earns commissions as a booking agency representing Swedish and international artists for gigs in Sweden and Scandinavia, as well as placing Swedish acts worldwide. They also arrange concerts and festivals featuring both Swedish and international acts.
2. Festival Ticketing & Promotion: As a festival promoter for Way Out West and Åre Sessions, Luger generates revenue through ticket sales and festival programming, with Way Out West attracting over 100,000 visitors annually across three days.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Luger is a Nordic music booking agency and concert/festival promoter. It represents Swedish and international artists for touring engagements across Scandinavia and worldwide, while also promoting its own music festivals Way Out West (Gothenburg) and Åre Sessions (Åre). The company arranges concerts and produces live music events end-to-end, including production, marketing, and promotion services for artists and venues across the Nordic live music ecosystem.

Product overview

Luger operates as a Nordic booking agency and concert/festival promoter with two distinct business lines: (1) Artist Booking Agency representing Swedish and international artists for worldwide and Scandinavian touring, and (2) Festival Operations including Way Out West (Gothenburg) and Åre Sessions (Åre) festivals. The company also produces concerts and operates supplementary programs like Stay Out West club nights and WOW Talks speaker sessions.

Differentiator

Problem solved

Functional benefit

Brands

• Way Out West: Annual music festival held in Slottsskogen, Göteborg, Sweden.
• Åre Sessions

Products and services

• Artist Booking Agency Booking agency representing Swedish and international artists for touring and performances worldwide and in Scandinavia. Named agents handle direct booking inquiries for represented artists.
• Way Out West Festival Three-day music festival held in Slottsskogen, Gothenburg, Sweden, featuring world artists, newcomers, film screenings, and the Stay Out West club program. Attracts over 100,000 visitors and features 100+ artists annually.
• Åre Sessions Festival Music festival in Åre, Sweden, featuring Nordic artists across multiple venues including the Holiday Club arena, with activities like skiing, freeride sessions, and yoga. Organized by Luger since 2017.
• Concert & Festival Production Production services for concerts and festivals with Swedish and international acts across Sweden and the Nordic region, delivered through Luger's in-house production team.
• Stay Out West Club program running during Way Out West festival, featuring performances at intimate venues across central Gothenburg at night.
• WOW Talks Talk program at Way Out West featuring conversations on contemporary societal issues including human rights, environment, politics, and equality.

Named customers8 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core.

• StorytelcoreGTM or Marketing Partner · 1 January 2026Way Out West has partnered with Storytel to bring back the WOW Talks program for the 2026 festival. Storytel will also distribute the talk content through its app, extending the festival's reach beyond the live event. The partnership enables deeper audience engagement with the festival's cultural programming.
• Norrlands Guld Ljus AlkoholfricoreOthers · 1 January 2017Norrlands Guld Ljus Alkoholfri enables Åre Sessions through an inspiring collaboration that has deepened year after year. The partnership is described as essential to the festival's existence.
• LivenationcoreOthersLuger is part of the Live Nation network, as evidenced by references to livenation.se for privacy and cookie policies. Live Nation is a global leader in live entertainment.
• Way Out WestcoreOthersLocal partners and stakeholders in Åre, including ski resort operators, local venues, and production partners, collaborate with Luger to deliver the Åre Sessions festival experience.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/lugersweden
• YouTubeyoutube.com/channel/UCoaePRwMVBlW2fy4SYVW58A
• Facebookfacebook.com/lugersweden
• Instagraminstagram.com/lugersweden
• LinkedInlinkedin.com/company/luger

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

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 Luger