JELLING MUSIKFESTIVAL

What JELLING MUSIKFESTIVAL does

Jelling Musikfestival is a 100% non-profit Danish music festival founded in 1989 and held annually in late May in Jelling, Vejle Municipality, Southern Denmark. The organization operates a four-day event across 50 hectares with five main stages (Store Scene capacity 25,000; Teltscenen 6,000; Alfreds and Tribunen 1,500 each; Søpavillonen 500) and served approximately 41,000 attendees at its 36th edition in 2026 (JMF26), with all surplus revenue distributed to charitable and public-benefit causes rather than retained. Over 60 million DKK has been distributed since inception, including a 2023 record of 8,003,120 DKK and 4 million DKK in 2024 across more than 65 community projects focused on children, youth, sports, and culture.

The festival's operating model rests on a contracted core team of 29 employees and an annual volunteer base of 6,500-7,500 people (per the 2026 figure; earlier years cite 6,500-7,000), coordinated through the selfcare.jellingmusikfestival.dk portal and supported by ~750 middle managers and ~300 year-round warehouse volunteers. Revenue streams consist of ticket sales (80% partout 4-day, 5% two-day, 15% single-day), merchandise, artist merchandise commissions, and sponsorships, with all transactions processed through third-party platforms Billetten (ticketing), SurfBoard (cashless card payments for Visa/MasterCard), and MobilePay. Production infrastructure is supplied by Nordic Rentals A/S, and the festival pursues sustainability practices such as reusable cup systems (pioneered in 2014), ReFood certification for food-waste management, and venue rentals across three camping areas (Haven, Nabolaget, Fælleden) accommodating ~12,000 campers.

Distribution is direct-to-consumer through the festival website and Billetten, with marketing driven by community word-of-mouth, organic social channels (Instagram, Facebook), an official Spotify playlist ("Lyden af fællesskab"), and email newsletters. The festival's sub-brands include the Anlæg14 talent development program (formerly Quasar) for young musicians in the Region Syddanmark, run in partnership with Bygningen Vejle and supported by six regional institutional backers, and the Ravage educational initiative for future cultural talent. Leadership transitioned in 2022 from long-time director Lars 'Charlie' Mortensen (34 years of service) to current director Line Mosfelt, under whom the 2026 edition introduced ~3,500 sqm of new festival grounds, rebuilt stages, and atmospheric art installations.

Name

JELLING MUSIKFESTIVAL

Legal name

Jelling Musikfestival

Website

https://jellingmusikfestival.dk

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Jelling Musikfestival is a 100% non-profit Danish music festival held annually in late May since 1989, serving ~41,000 attendees across five stages in Jelling, Denmark, operated by a 29-person core team and 6,500-7,500 volunteers, with all surplus distributed to charitable causes.

Ownership category

akta.pro rank

Product category

Live Music Festival Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)

SIC

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

akta.pro primary industry

Music Festival Organizers & Promoters (MPAGAAAB)

Keywords

• Music festival events
• Live event management
• Festival ticketing services
• Volunteer event operations
• Outdoor concert hosting

Headquarters

HQ city

Jelling

HQ country

Denmark

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Festival generates revenue through sales of partout (4-day), 2-day, and single-day tickets. Partout tickets were record-early sellout in 2026 on February 27th.
2. Merchandise Sales: Festival sells merchandise including apparel and accessories with festival branding. Merchandise shop is located on the northern part of the festival grounds.
3. Artist Merchandise Sales: Artists may sell their own merchandise through the festival's Merchandise Shop. Festival provides 3x3m space for artist merchandise sales.
4. Catering and Hospitality Services: Festival provides artist hospitality including catering, dressing rooms, and backstage facilities for performing artists.
5. Non-Profit Distribution Model: As a 100% non-profit festival, all revenue is distributed to charitable and public benefit causes. Over 60 million DKK has been distributed over the years. 2023 saw record surplus of 8,003,120 DKK distributed to public benefit.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Jelling Musikfestival operates an annual 4-day community music festival held in late May in Jelling, Denmark, offering festival tickets (partout/4-day, 2-day, single-day), on-site tent camping across three areas, and stage facilities across five venues with capacities ranging from 500 to 25,000. The festival also operates Anlæg14, a year-round talent development program for young musicians in Southern Denmark, and runs volunteer, artist hospitality, press accreditation, and merchandising services to support the annual event.

Product overview

Jelling Musikfestival is a 100% non-profit Danish music festival held annually in late May since 1989. The festival operates as a unified 4-day community celebration offering festival tickets (partout, 2-day, and single-day), on-site tent camping across three areas (Haven, Nabolaget, Fælleden), and stage facilities across five venues: Store Scene (main stage, 25,000 capacity), Teltscenen (6,000), Alfreds (1,500), Tribunen (1,500), and Søpavillonen (500). Supporting services include artist hospitality with backstage facilities and catering, artist merchandise sales, and press accreditation. The festival also operates Anlæg14 (formerly Quasar), a talent development program for young musicians in Southern Denmark. Approximately 6,500 volunteers support the annual event. Ticket sales are handled through Billetten integration, and merchandise payments accept MobilePay.

Differentiator

Problem solved

Functional benefit

Brands

• Quasar: Talent development platform for young musicians from Southern Denmark (now renamed to Anlæg14)
• Anlæg14
• Ravage

Products and services

• Festival Tickets Festival admission tickets available in three types: partout (4-day), 2-day, and single-day. Sold to individual festival-goers through the festival website and the Billetten ticketing platform.
• Camping (Camp) Free tent camping on the festival grounds across three areas (Haven, Nabolaget, and Fælleden) with capacity for approximately 12,000 campers. Included free with festival ticket; premium accommodation options available for separate purchase.
• Anlæg14 Talent Development Program A year-round talent development program for young musicians in Southern Denmark (Region Syddanmark) selecting 8-16 bands/artists for showcase performances at regional venues with a finale at Jelling Musikfestival. Located at Ved Anlægget 14 in Vejle in collaboration with Bygningen Vejle.
• Artist Hospitality Services Backstage facilities including catering, dressing rooms, artist check-in, accreditation, and transportation coordination for performing artists. Includes backstage areas, covered terrace, complimentary food, beverages, and the option for artists to sell merchandise.
• Artist Merchandise Sales Permits artists to sell their own merchandise at the festival's dedicated Merchandise Shop with allocated 3x3m space. Artists must provide their own staff and equipment; MobilePay and card terminals are accepted as payment.
• Stage Facilities Five main stages with technical production for performing artists: Store Scene (25,000 capacity), Teltscenen (6,000), Alfreds (1,500), Tribunen (1,500), and Søpavillonen (500). Full audio, lighting, video, and pyrotechnic specifications provided by Nordic Rentals A/S.
• Press Accreditation Press accreditation service for media professionals covering the festival, with access to the press tent near the main stage with WiFi and power. Application deadline is April 15 each year.

Quantifiable outcome

• Over 60 million DKK distributed to charitable causes since 1989
• +4 more outcomes

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

Integration2 records

Feature3 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• RefshaleøenminorStrategic or Co-development Partner · 4 September 2021Partner in 'Tilbage Til Live' concert event bringing together nine major Danish festivals for live music experience.
• Nordic Rentals A/ScoreTechnology or IntegrationProvides all sound, lighting, and stage equipment for the festival. Nordic Rentals delivers production equipment and technical infrastructure for all festival stages.
• BillettencoreTechnology or IntegrationTicket sales platform provider. Festival website integrates with Billetten for online ticket purchasing functionality.
• SurfBoardcoreTechnology or IntegrationPayment processor for Visa and MasterCard transactions at the festival. Festival operates as cashless with wallet apps and card terminals.
• Bygningen VejlecoreStrategic or Co-development PartnerPartner in Anlæg14 talent development platform. Provides physical facilities at Ved Anlægget 14 in Vejle for year-round music talent development.
• Albani FondenminorGTM or Marketing PartnerFunding partner for Anlæg14 talent development program supporting emerging musicians in Southern Denmark.
• KODA KulturminorGTM or Marketing PartnerFunding partner for Anlæg14 talent development program supporting emerging musicians.
• Vejle KommuneminorGTM or Marketing PartnerLocal government partner supporting Anlæg14 talent development and Vejle Alive cultural initiatives.
• Royal UnibrewminorGTM or Marketing PartnerBeverage partner supporting Anlæg14 talent program and festival operations (Pepsi Max Campscenen collaboration).
• Vejle MusikteaterminorStrategic or Co-development PartnerPartner in Vejle Alive cultural initiative bringing together Vejle Musikteater, Bygningen, and Jelling Musikfestival.
• Jelling Forenede SportsklubberminorStrategic or Co-development PartnerOriginal founding organization of Jelling Musikfestival. Festival maintains close ties with the sports club federation.

Scale indicators27 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Flow Festival: Helsinki-based music and arts festival with comparable multi-stage programming and emphasis on community experience. Operates in a different Nordic geography but offers similar event-format and audience comparison points.
• Way Out West: Swedish summer music festival with a similar community, multi-stage, and sustainability-focused positioning. Comparable operating model but serves a different Nordic geography.
• Øya Festival: Norwegian summer music festival with a strong sustainability profile (similar to Jelling's ReFood certification and reusable cup leadership). Comparable in audience profile and event format, but in a different Nordic market.

Direct peers

• Smukfest: Major Danish summer music festival (Skanderborg) operating under a non-profit/community model with a large volunteer base. Closest comparable in scale, geography, and non-profit community-driven operating philosophy to Jelling.
• Heartland Festival: Danish boutique music and culture festival focused on curated experiences. Comparable in target demographic and intimate festival atmosphere, positioned as a peer in the mid-sized Danish festival tier.
• Syd For Solen: Smaller Southern Denmark festival positioned in a similar geographic and demographic band to Jelling. Comparable in scale and community-driven positioning, and a regional competitor for Southern Denmark audiences.
• Tinderbox (Odense): Odense-based Danish music festival with a main-stage capacity profile similar to Jelling's Store Scene. Competes for the same national Danish headliner talent and mid-sized festival audience.
• SPOT Festival: Aarhus-based Danish music showcase festival focused on emerging artists. Directly comparable in its talent-development mission to Jelling's Anlæg14 program and serves a similar regional audience.
• NorthSide: Aarhus-based Danish music festival with multi-stage programming in a similar capacity band to Jelling. Direct competitor for Danish festival audiences and headliners, with comparable urban/regional positioning.

Broad incumbents

• Roskilde Festival: Denmark's largest and most iconic non-profit music festival (~130,000 attendees), also charity-funded and volunteer-driven. Operates the same non-profit/event-promoter model as Jelling at substantially larger scale.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/JellingMusikfestival
• Instagraminstagram.com/jellingmusikfestival
• LinkedInlinkedin.com/company/jelling-musikfestival

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 JELLING MUSIKFESTIVAL