Nöjet

What Nöjet does

Nöjet Konsert AB is a privately held Swedish concert and event promoter founded in 1995 by Birger Hult, Björn Nohlgren, and Patrik Svensson. The company operates a unified ticketing and event-discovery platform at nojet.se that covers more than eleven Swedish cities (Borgholm, Göteborg, Halmstad, Helsingborg, Luleå, Skövde, Stenungsund, Umeå, Varberg, Ystad, and Östersund) and is integrated with three ticket partners — Ticketmaster, Tickster, and Nortic — plus the VIP Monkey mobile ticketing app. The product surface is event-driven: a website ticket portal supplemented by branded concert series at three iconic Swedish venues (Hotel Tylösand in Halmstad, Stenungsbaden Yacht Club in Stenungsund, and Borgholms Slottsruin on Öland), a two-artist "En kväll – Två konserter" double-bill format, and the Backstage Kundklubb loyalty club launched in 2024/January 2025.

Nöjet generates revenue primarily through ticket sales and service/transaction fees across its own platform and through partner ticketing channels; pricing is set per event rather than via published tiers. The company self-describes as "one of Sweden's largest independent concert arrangörs" and in 2024 acquired Stella Event, one of Norrland's largest independent event operators, with Stella Event's prior head Markus Westberg installed as CEO and co-owner. The current ownership structure comprises the four individuals named above, with no disclosed institutional or PE/VC capital.

The technology footprint is conventional live-entertainment infrastructure: a WordPress/Tribe Events-based website, calendar subscription integrations (Google, iCalendar, Outlook), and QR-code mobile ticketing via the VIP Monkey app. The headcount of approximately 23 employees is highly leveraged relative to the geographic and event volume, reflecting the asset-light nature of the promotion model — venue capacity, artist fees, and marketing are the primary cost drivers rather than a large internal technology organization.

Name

Nöjet

Legal name

Nöjet Konsert AB

Website

https://nojet.se

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Nöjet Konsert AB is a privately held Swedish concert and event promoter founded in 1995, operating across 11+ Swedish cities with its nojet.se ticketing platform, branded venue series at iconic sites, and partnerships with Ticketmaster, Tickster, Nortic, and VIP Monkey, serving B2C concertgoers nationwide.

Ownership category

akta.pro rank

Product category

Live Concert and Event Promotion

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Concert & Tour Promoters (MPAIAFAA)

akta.pro secondary industries

Touring Concert Promoters & Presenters (MPAGAAAA), Concerts & Music Festivals (THAJAFAA)

Keywords

• Concert promotion services
• Live event ticketing
• Music event organization
• Concert tour arranging
• Live entertainment booking

Headquarters

HQ city

Sweden

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales and Event Arrangements: Nöjet generates revenue through organizing and selling tickets to concerts and events across Sweden. They act as a primary concert promoter and ticketing intermediary, working with ticket partners including VIP Monkey, Ticketmaster, Tickster, and Nortic. Revenue comes from transaction fees and service charges on ticket sales.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Nöjet Konsert AB organizes, promotes, and sells tickets to concerts, live music performances, and cultural events across Sweden. It curates a calendar of concerts at multiple venues in roughly 11 Swedish cities, books artists, and distributes tickets via its own website and through ticket partner platforms. Branded concert series at venues such as Hotel Tylösand, Stenungsbaden Yacht Club, and Borgholms Slottsruin form the core of its offering.

Product overview

Nöjet Konsert AB operates as one of Sweden's largest independent concert and event promoters, running a unified ticket sales and event discovery platform (nojet.se) supplemented by branded concert series at iconic Swedish venues. The core product is the nojet.se ticket platform offering event discovery, search, filtering, and ticket purchasing across 11 Swedish cities. This is complemented by venue-specific concert concepts: Hotel Tylösand Konsertserie (summer outdoor concerts in Halmstad), Stenungsbaden Yacht Club Konserter (coastal concerts in Stenungsund), and Borgholms Slottsruin Konserter (concerts at the historic Öland castle ruins). Additional branded offerings include the 'En kväll – Två konserter' format (two-artist double-bill concerts) and the Backstage customer loyalty club launched in January 2025. Tickets are distributed via multiple channels including the company's own platform, VIP Monkey (mobile app), and third-party partners Ticketmaster, Tickster, and Nortic.

Differentiator

Problem solved

Functional benefit

Products and services

• Nöjet Konsert Biljettplattform (Ticket Platform) Primary ticket sales and event discovery platform at nojet.se, offering concert and event tickets across Sweden with real-time availability, multiple event categories, artist search, and venue-based filtering for individual consumers seeking live music experiences.
• En kväll – Två konserter (One Evening – Two Concerts) Concert concept featuring two full live performances by different popular Swedish artists on the same evening at a single venue, combining two complete shows in one ticket for concertgoers seeking a value-packed live music evening.
• Backstage Kundklubb (Customer Loyalty Club) Customer loyalty club launched in 2024, offering members exclusive benefits and closer access to live entertainment experiences organized by Nöjet Konsert.
• Hotel Tylösand Konsertserie (Concert Series) Summer concert series at Hotel Tylösand in Halmstad featuring regular Wednesday evening performances by Swedish artists at the Solgården outdoor stage, targeting Swedish live music fans visiting or residing in the Halmstad area.
• Stenungsbaden Yacht Club Konserter (Concert Series) Summer concert series at Stenungsbaden Yacht Club featuring concerts along the Bohuskusten coast, including the 'En kväll – Två konserter' double-bill format, for coastal Swedish audiences seeking live music.
• Borgholms Slottsruin Konserter (Concert Series) Concert series at the historic Borgholms Slottsruin castle ruins on Öland, featuring major Swedish artists in an iconic outdoor venue, for audiences seeking unique heritage-venue live music experiences.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Stella EventcoreStrategic or Co-development Partner · 1 January 2024In 2024, Nöjet Konsert acquired Stella Event, one of Norrland's largest independent event operators, to strengthen geographically and commercially. This acquisition expanded Nöjet's presence in northern Sweden and made them a stronger nationwide concert organizer.
• LifelineminorStrategic or Co-development PartnerCollaboration partner for specific events. Nöjet Konsert presented, in cooperation with Lifeline, the Pernilla Wahlgren concert at Hotel Tylösand in Halmstad on July 19.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• EMA Telstar: Swedish concert and event promoter focused on live music tours across Scandinavia. Direct peer competing for the same Swedish artist rosters and venue partnerships as Nöjet.
• Atomic Soul Entertainment: Sweden-based concert and event promoter with a similar artist mix and venue footprint. Competes for ticket-buying Swedish audiences on comparable touring acts.
• FKP Scorpio: Germany-headquartered independent concert and festival promoter with strong Scandinavian operations. Competes directly with Nöjet for artist routing in the Nordics and operates similar summer festival and concert series formats.
• Luger Concerts: Swedish independent concert promoter and long-standing direct competitor to Nöjet. Operates a similar event-driven promotion model booking Swedish and international artists across Swedish venues, with comparable artist rosters and ticketing partnerships.
• Blixten & Co: Swedish concert promoter booking Swedish and international artists in similar mid-sized venues. Comparable independent promoter profile with overlapping target artists and venue types.
• Krall Entertainment: Swedish live entertainment company producing concerts, tours, and branded events. Closely comparable promoter model with similar event-driven GTM and venue-based concert formats.

Broad incumbents

• Live Nation Entertainment: Global concert promotion and venue operations giant that competes for the same Swedish touring artists and audiences as Nöjet. Operates a much broader international portfolio but overlaps directly on ticket sales and artist routing in Sweden.
• AEG Presents: Major global concert promoter with European operations. Competes for touring acts visiting Sweden and represents the same sponsor/artist counterparties as Nöjet, though at much larger scale and broader geographic scope.

Others

• Ticketmaster Sweden: Largest ticketing platform in Sweden and a channel partner for Nöjet. Relevant because Ticketmaster also competes in promotion via parent Live Nation, making it both a distribution partner and indirect competitive force.

Emerging players

• Way Out West (Festival): Major Swedish music festival with overlapping artist programming and live music consumer base. Adjacent rather than direct competitor, but competes for the same concert-going Swedish audience and similar artist booking windows.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/nojettv
• Facebookfacebook.com/NojetKonsert
• Instagraminstagram.com/nojetkonsert
• LinkedInlinkedin.com/company/nojet

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries1 record

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 Nöjet