Event also provided valuable lessons about Youtube influencer content
Sign up for IQ Index
The latest industry news to your inbox.
The rapper's 30 June performance at Atomic Soul's Oslo Sommertid festival broke records, with all 55,000 tickets sold out in just six minutes
By Gordon Masson on 04 Sep 2018
Hip-hop superstar Eminem smashed Norway’s record books with the biggest concert the country has ever hosted, when Atomic Soul sold out all 55,000 tickets in just six minutes for his 30 June Oslo Sommertid festival show, alongside Pusha T, Royce da 5’9”, OnkiP and Klovner I Kamp.
The promoter used the opportunity to carry out a ‘consequence analysis’ of the event, the results of which should help them, and other event organisers, with licensing applications in the years ahead.
“As part of our daily chores, we have to navigate the political landscape for licensing, park rental and other council-based activities, so we wanted to get an independent analysis done on what a concert actually generates for the city in tourism income,” explains Atomic Soul founder, Peer Osmundsvaag.
“We are extremely proud to have put on the largest event in Norwegian history”
That report, carried out by renowned economist Samfundsøkonomisk analyse, reveals that Eminem’s visit to the capital city generated additional tourism income of 80million kr (€8.2m), through the likes of hotel-room bookings, restaurant business and local transportation, and supported the equivalent of 100 full-time annual jobs.
“We were really surprised by the results of the analysis, but hopefully we can use this report as a tool when it comes to convincing the local authorities about the benefits that live music events can have to the economy and local businesses,” continues Osmundsvaag.
“We are extremely proud to have put on the largest event in Norwegian history and we’re looking forward to doing an even better job in 2019.”
Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.