What by:Larm does

by:Larm is a Nordic music industry showcase festival and conference held annually in Oslo, Norway, established in 1998 and organized as a registered non-profit foundation (Stiftelsen Bylarm, org.nr. 979377231). The three-day event combines live artist performances across multiple Oslo venues with a daytime industry conference covering topics such as AI in music, touring economics, sync licensing, and artist development. by:Larm 2026 is scheduled for 10-12 September and features 100+ artists across 10 venues, serving music industry professionals (record labels, booking agents, managers, promoters, media), emerging Nordic artists, and general music festival audiences. The festival positions itself as the primary annual meeting point for the Nordic music industry across Norway, Sweden, Denmark, and Iceland.

The business is financed through ticket sales (Festival Pass at 1,250 KR, Delegate/Bransjepass at 3,250 KR, Day Passes at 650 KR, and by:Larm Black heavy-music tickets at 380 KR), main-partner sponsorships from The Orchard, Norsk Tipping, Ticketmaster, Flytoget, and Vulkan, plus municipal and governmental support from Music Norway, Norsk Kulturråd, Oslo kommune, and Norwegian Embassies. Sub-brands include by:Larm Black (rock/metal sub-program, 10th anniversary in 2026), by:Larm Club (late-night electronic programming), by:Larm Ung (youth program, 20 spots for participants aged 19 and under, running since 2021), and by:Larm PHOTO (photography competition launched 2026 with Kunsthallen Street Art Norge). The organization owns the BRANSJEPRISEN industry awards, the Årets Stjerneskudd emerging-artist award, and the Årets by:Larmer Person of the Year award.

The operating model relies on third-party technology integrations rather than proprietary platforms: Ticketmaster Norway for festival and Black ticketing, Universe for delegate passes, the Broadcast Events festival app for scheduling, and Mailchimp for the newsletter. Distribution is concentrated in a single-country domestic market, with international reach mediated through partnerships with Iceland Airwaves, SPOT Festival, Music Export Denmark, Iceland Music, Music Norway, and ESNS (European Talent Exchange Programme). The 2026 launch of the Nordic Festival Talent Exchange, supported by the Nordic Culture Fund, formalizes cross-border artist mobility between Norway, Denmark, and Iceland. Past notable alumni include AURORA, Dagny, Ary, Undergrunn, HILLARI, Pumpegris, Randi Oline, and Swank Mami.

Name

by:Larm

Legal name

Stiftelsen Bylarm

Website

https://bylarm.no

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

by:Larm is a Norwegian non-profit foundation that organizes an annual three-day Nordic music showcase festival and industry conference in Oslo, serving music industry professionals, emerging artists, and music audiences across Norway and the wider Nordic region.

Ownership category

akta.pro rank

Product category

Music Festival & Conference

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Convention and Trade Show Organizers (56192)

SIC

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

akta.pro primary industry

Concerts & Music Festivals (THAJAFAA)

Keywords

• Music showcase festival
• Music industry conference
• Live music events
• Artist booking platform
• Nordic music industry

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales - Festival Passes: Revenue generated from selling festival passes to general public attendees. Day passes and full festival passes available for various days of the event.
2. Delegate Passes: Revenue from professional delegates (music industry professionals) purchasing conference access passes. Includes priority access to concerts and delegate lounge.
3. by:Larm Black Passes: Separate ticketing for the by:Larm Black heavy music sub-program featuring rock and metal artists at Kulturkirken Jakob.
4. Sponsorship and Partnership: Revenue support through partnerships with main sponsors including The Orchard, Norsk Tipping, Ticketmaster, Flytoget, and Vulkan, plus municipal partners like Music Norway and Norwegian embassies.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

by:Larm is an annual three-day music showcase festival and industry conference held in Oslo combining live performances by emerging Nordic artists across multiple Oslo venues with a daytime conference program for music industry professionals. Ticket products include Festival Pass (Livepass), Delegate Pass (Bransjepass), Day Passes, and by:Larm Black passes, while specialized sub-programs cover heavy music (by:Larm Black), late-night club/electronic (by:Larm Club), and youth education (by:Larm Ung).

Product overview

by:Larm is a Nordic music showcase festival and industry conference held annually in Oslo, combining live music performances with professional development events for the music industry. The core offering centers on the three-day festival featuring performances across multiple Oslo venues, complemented by a daytime conference program with sessions covering artist development, record labels, live music, media, and sync licensing. Ticket products include Festival Pass (full concert access), Delegate Pass (conference and priority concert access), and Day Passes for individual days. The organization operates specialized sub-brands including by:Larm Black (rock/metal programming celebrating its 10th anniversary in 2026), by:Larm Club (late-night electronic and DJ programming), and by:Larm Ung (youth education program for attendees 19 and under). The Nordic Festival Talent Exchange enables cross-border artist showcases with partner festivals in Denmark and Iceland. BRANSJEPRISEN recognizes outstanding contributions by industry professionals.

Differentiator

Problem solved

Functional benefit

Brands

• by:Larm Black: A sub-program focused on rock, metal, black metal, thrash, hardcore, and alternative music featuring two nights at Kulturkirken Jakob.
• by:Larm Ung
• by:Larm PHOTO

Products and services

• by:Larm Festival & Conference Annual three-day music showcase festival and industry conference held in Oslo, featuring live performances by 100+ emerging Nordic artists across multiple venues combined with a daytime conference program for music industry professionals covering AI in music, touring economics, sync licensing, and artist management.
• by:Larm Black

Quantifiable outcome

• Platform for launching careers of artists including Ary, Undergrunn, HILLARI, Anakin Justin, Swank Mami

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Partnerships

31 partnerships are on record, tiered main partner, partner, municipal partner and core partner.

• The Orchardmain partnerGTM or Marketing PartnerLeading independent distributor and label services company operating in more than 40 countries. Partnership supports by:Larm as the unmissable meeting point between Nordic and International Music Industry and Media.
• Norsk Tippingmain partnerGTM or Marketing PartnerNorwegian gambling company with objectives to raise the profile of young talents and Norwegian music nationally and globally through long-term strategic collaboration.
• Ticketmaster Norwaymain partnerChannel Partner/ Reseller/ DistributorLeading Norwegian ticket sales agency providing ticketing platform for by:Larm festival passes and day passes.
• Flytoget (Oslo Airport Express)main partnerGTM or Marketing PartnerOslo's Airport Express train service, preferred transportation for travelers to/from Gardermoen Airport. Transport partner for festival attendees.
• Vulkanmain partnerGTM or Marketing PartnerUrban area in Oslo with restaurants and food shops. Close collaboration before, during, and after the festival. by:Larm believes music and food have close ties.
• GramArtpartnerGTM or Marketing PartnerNorway's largest artist advocacy NGO working to ensure artists have the best possible conditions. Presents three conference sessions at by:Larm.
• NOPA (Norwegian Society of Composers and Lyricists)partnerGTM or Marketing PartnerSociety dedicated to interests of composers and lyricists in Norway. Presents conference sessions and NOPA-stipendet scholarship at by:Larm.
• VGpartnerGTM or Marketing PartnerNorway's primary news destination and largest media house providing news, sports, and entertainment coverage. VG sets agenda for official and popular news.
• TONOpartnerGTM or Marketing PartnerNorwegian performing rights organization. Main sponsor for many years, supporting by:Larm's unique combination of music festival and industry conference.
• Music Norwaymunicipal partnerGTM or Marketing PartnerFacilitates export initiatives and international profiling of Norwegian music. Collaborates with by:Larm to create international success stories.
• Norsk Kulturråd (Arts Council Norway)municipal partnerGTM or Marketing PartnerMain governmental operator for implementation of Norwegian cultural policy. Advisory body to central government on cultural affairs.
• Oslo kommune (Oslo Municipality)municipal partnerGTM or Marketing PartnerGrant scheme contributes to quality and diversity in Oslo's art and cultural services, supporting cultural heritage and stimulating innovation.
• Norwegian Embassiesmunicipal partnerGTM or Marketing PartnerNorwegian embassies promote relations between Norway and host countries, supporting international visibility for Nordic music.
• ESNS Exchangemunicipal partnerGTM or Marketing PartnerEuropean Talent Exchange Programme facilitating bookings of European acts on festivals outside their home countries to boost international careers.
• Iceland Airwavescore partnerStrategic or Co-development PartnerIceland's premier music festival participating in Nordic Festival Talent Exchange. Selected artists perform at by:Larm (September 2026), Iceland Airwaves (November 2026), and SPOT Festival (May 2027).
• SPOT Festival (Denmark)core partnerStrategic or Co-development PartnerDenmark's leading showcase festival participating in Nordic Festival Talent Exchange. Pilot project supported by The Nordic Culture Fund.
• Music Export Denmarkcore partnerStrategic or Co-development PartnerDanish music export organization collaborating on Nordic Festival Talent Exchange to strengthen Nordic music scene internationally.
• Iceland Musiccore partnerStrategic or Co-development PartnerIcelandic music export organization participating in Nordic Festival Talent Exchange initiative.
• Comfort HotelpartnerGTM or Marketing PartnerHotel chain as preferred accommodation partner for festival attendees and industry professionals.
• O.B.WiikpartnerOthersNorway's leading business supplying tents and equipment to the nation's festivals with innovative solutions.
• Broadcast EventspartnerTechnology or IntegrationPlatform built to make live events easier to share and discover. by:Larm's official festival app for event information distribution.
• Solberg & HansenpartnerGTM or Marketing PartnerNorway's leading specialty coffee roastery serving exceptional coffee to match the energy of by:Larm.
• Inferno FestivalpartnerGTM or Marketing PartnerNorwegian metal festival collaborating on by:Larm Black programming, presenting acts on the heavy music sub-program.
• Radio RockpartnerGTM or Marketing PartnerNorwegian rock radio station presenting acts at by:Larm Black heavy music program.
• Mystic Festival (Poland)partnerGTM or Marketing PartnerPolish metal festival presenting Blindead 23 at by:Larm Black.
• BuktafestivalenpartnerGTM or Marketing PartnerNorwegian festival presenting LÜT at by:Larm Black.
• The Spanish WavepartnerGTM or Marketing PartnerSpanish music promotion initiative presenting JØL at by:Larm Black.
• Rock & Metal AlliancepartnerGTM or Marketing PartnerInternational rock and metal industry alliance presenting Lo Rays at by:Larm Black.
• HøstsabbatpartnerGTM or Marketing PartnerNorwegian metal festival presenting Arachno at by:Larm Black.
• MidgardsblotpartnerGTM or Marketing PartnerNorwegian metal festival presenting Svartilaagen at by:Larm Black.
• CopenhellpartnerGTM or Marketing PartnerDanish metal festival presenting Guttural Disgorge at by:Larm Black.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Iceland Airwaves: Iceland's flagship new music showcase festival held annually in Reykjavik, with the same industry showcase + conference positioning as by:Larm. They are direct partners in the Nordic Festival Talent Exchange, making them the closest comparable peer in business model and scale.
• SPOT Festival: Denmark's leading music showcase festival held annually in Aarhus, with a near-identical emerging-artist-discovery + industry-conference model. Partner alongside by:Larm in the Nordic Festival Talent Exchange, making it the most directly comparable Nordic peer.
• Reeperbahn Festival: Hamburg's leading music industry festival combining live showcases with a conference program, with a strong focus on European music industry professionals. Closely aligned with by:Larm's showcase + conference hybrid model and similar delegate-driven value proposition.
• The Great Escape: UK-based new music showcase festival held annually in Brighton featuring emerging artists across multiple venues. Closely comparable in concept (multi-venue showcase + industry programming) and target audience (A&R, labels, booking agents) to by:Larm.
• Tallinn Music Week: Baltic-region music industry conference and showcase festival combining artist showcases with professional conference programming. Similar scale and hybrid format to by:Larm, and a natural candidate for cross-Nordic collaboration alongside the existing Nordic Festival Talent Exchange partners.
• Eurosonic Noorderslag (ESNS): The European showcase festival and conference held annually in Groningen, Netherlands, combining artist showcases with an industry conference and operating the European Talent Exchange Programme (which by:Larm also participates in via ESNS Exchange). Same business model and customer base as by:Larm.

Broad incumbents

• SXSW: Massive Austin-based festival and conference combining music, film, and technology with extensive showcase programming. A much larger incumbent in the same 'festival + conference' category, demonstrating the upper end of the model that by:Larm operates at Nordic scale.
• Roskilde Festival: One of Europe's largest music festivals held annually in Denmark, serving as a major Nordic live music institution. Far larger scale than by:Larm but represents the broader Nordic festival ecosystem in which by:Larm's industry delegates operate.

Regional players

• Way Out West: Major Swedish music festival held annually in Gothenburg with a focus on sustainability and broad music programming. Operates in the same Nordic market but focuses on a full-scale consumer festival model rather than by:Larm's industry-showcase positioning.

Emerging players

• Midgardsblot Metal Festival: Norwegian metal festival that partners with by:Larm to present metal acts at the by:Larm Black sub-program. Focused exclusively on the heavy music sub-segment where by:Larm Black operates.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/byLarmfestivalen
• Facebookfacebook.com/bylarm
• Instagraminstagram.com/bylarmfestivalen
• TikToktiktok.com/@bylarmfestivalen
• Xx.com/bylarm
• LinkedInlinkedin.com/company/by-larm

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 by:Larm