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Live Nation & Luger launch ‘The Shuffle Ticket’

Live Nation and its Luger subsidiary have launched The Shuffle Ticket, a scratchcard-style promotion offering fans tickets to a randomly selected concert in Sweden.

For 300 SEK (€27), fans will receive two tickets to an event in Stockholm, Gothenburg or Malmö between February and September 2023, but will not discover what show they will be seeing until scratching off their ticket post-purchase.

“When you buy the ticket at, a physical ticket is sent to your home,” fans are advised. “Scratch it, and you’ll find a link to your digital tickets.”

The promotion features more than 100 shows of all sizes, including gigs by artists such as Bruce Springsteen, The Weeknd, Arctic Monkeys, Coldplay, First Aid Kit, Louis Tomlinson and The Chats, as well as festivals including Lollapalooza Stockholm, Way Out West, Summerburst and Melodifestivalen.

Designed in collaboration with creative collective Forsman & Bodenfors, the initiative is mainly aimed at younger music fans.

“We hope The Shuffle Ticket will give young people the chance to discover new music in an exciting way”

“We hope The Shuffle Ticket will give young people the chance to discover new music in an exciting way,” says Luger project manager Christa Murley, as per Little Black Book.

“During 2022, ticket sales went up again after two years of a negative trend caused by the pandemic,” notes Live Nation Sweden CEO Mattias Behrer. “People are eager to hear live music again. Our new ticket encourages young people to be a part of a new concert experience.”

The first ticket drop took place yesterday (25 January) and sold out in minutes, with further sales to take place on 1 February and 8 February.

Emilie Olsson Lignell, project and campaign manager at Live Nation Sweden, adds: “Putting a playlist on shuffle is a great way to discover new favourites, so why not do the same with live shows? We hope many young people will find their new favourite artists.”


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