Swedish Music Moments

This toolkit, Swedish Music Moments, comprises an exhibition of reasons behind the Swedish music success story, as well as iconic moments from the Swedish music history. The material also showcases Swedish innovations that have transformed the way we listen to, distribute and produce music.  Music makes our hearts sing and a lot of people share a musical experience with Swedish songwriters, producers or artists! This is an opportunity to celebrate those relationships! 

Swedish music is an incredible success story. How on earth could a small country of 10 million people partly located inside the Arctic Circle, and with a language unintelligible to non-Scandinavians, become a world leader in pop?  


Sweden is the world’s third largest music exporter. Swedish songwriters and producers are immensely popular. The Weeknd, Ariana Grande, Coldplay, Adele, Ed Sheeran, Justin Timberlake, Katy Perry, Taylor Swift, Selena Gomez, One Direction, Maroon 5, Pink, Britney Spears, Madonna, Ellie Goulding, Jonas Brothers – these are just some of the international pop acts who have collaborated with Swedes. 

Since the mid-1990s, Swedish songwriters and producers have at times been behind up to half of all top tens on the US Billboard chart. Stockholm and Los Angeles are two of the capitals in international pop today. Lots of hits are written and produced there. Check out the global pop songwriter elite and you’ll find that around 50 or so are Swedes. 

Building blocks


The exhibition can be used as standalone modules or printed as posters and displayed in various locations, such as in subways, at music festivals, or trade shows. The exhibition includes both the “Join the Band” table and a listening station. The listening station” provides a space for the audience to listen to music.  

The “Join the Band” table highlights Swedish music innovations and allows audiences to engage and learn through interactive elements. The embassies can bring these innovations to life by renting or borrowing the equipment displayed on the table. Get creative and immerse yourself in the musical world of Sweden. 

Exhibition overview both for wall-mounted and in exhibition modules (English, PDF)

Exhibition texts for translation  introduction and captions (English, Word)

Video for loop on Join the Band table – not for social media (1 min 25 sec)

Exhibition playlist for “Listening station” – the playlist “#swedishmusicmoments can be used as part of the physical exhibition

Exhibition trailer and invitation – for social media and screening (mp4 files and captions) 

To obtain high resolution print files and exhibition video – email the Swedish Institute contact person Oskar Röhlander.


Embassies around the world are invited to bring the Swedish Music Moments exhibition to life through a variety of events. 

  • Expert Seminars: Invite Swedish music experts to speak about various aspects of the music scene, such as history, industry, innovation, and production. 
  • Workshops using the “Join the Band” table: Organize interactive workshops where attendees can learn about Swedish music innovations and participate in hands-on activities. 
  • Listening Lounge: Host a listening party where a local musician plays their favorite Swedish music and is interviewed about their musical influences and inspirations. 
  • Music Classes: Offer music classes, led by Swedish music experts, that focus on different aspects of the music industry and production. 
  • Networking Events: Organize networking events for local music industry professionals and Swedish music industry representatives to connect and exchange ideas. 
  • Pop-up Concerts: Host pop-up concerts featuring local artists who perform their own music as well as cover versions of Swedish songs. 
  • Karaoke Party: Invite friends and sing along to your favorite Swedish songs. Open the “Sing-Along Favorites” playlist on your phone or screen and sing-along to the lyrics. 

An image of ten posters in the exhibition depicting famous swedish artists

Playing music at the event 

To play music at the event, please visit https://www.soundtrackyourbrand.com/ to register an account. 

You will also need to seek a licence for the music from the local collecting organisation. 

Here is a useful link to STIM, where you can find your local organisation. 

Social media 

Highlight iconic moments and let your followers test their music knowledge in a music quiz! The social media posts and quizzes can be published as a campaign when activating the toolkit or throughout the whole year. Along with the copy are suggested publishing dates. You are free to edit the copy if needed. Use the Canva links in the Word documents to translate the posts to your local language.  

Don’t forget to tag your posts with:

Posts, captions and instructions for social media (mp4 files and Word files in English for translation)

Quizzes and captions (mp4 and Word files in English for translation)

Quiz and captions, Max Martin hits (mp4 and Word files in English for translation)

Sweden on Spotify 

The Sweden Spotify profile offers about 30 playlists on various themes. From “Swedish Eurovision winners” to “Swedish summer classics” and “Mega hits produced by Swedes”. The “Sing-Along Favorites” playlist is perfect for the karaoke party! Open the Spotify app on your phone or screen and sing-along to the lyrics. Spread the word and enjoy!  

Find the Sweden Spotify profile here.


Invite the press or guests to your event or exhibition! 

Press release (Word file) 

To obtain high resolution print files for press images – email the Swedish Institute contact person Oskar Röhlander. 

Inspirational stories

Man on stage with a mic in his hand in front of a crowd.

Graham Lake performing at Sweden Makes Music event at Baby’s All Right in Brooklyn, New York, 12 April 2023 Photo: Annie Forrest

Swedish Music Moments in Abu Dhabi, United Arab Emirates.

Swedish Music Moments in Lyon, France.

Financial support

Applications for projects in April to December 2023

Due to the extraordinarily high number of toolkit applications, and a limited budget, we are unable to grant any further financial support for toolkits in 2023 with the exception of toolkit applications with following purposes:

– Higher education promotion
– Sweden alumni relations
– Sweden 500 celebrations (maximum of 5 000 SEK)
– The Nobel Prize (a limited numer of applications)
You can of course also use all material on sharingsweden.se but without funding from us.

Swedish embassies and consulates may apply for financial support of maximum SEK 40,000 for production of the printed material, language translation and travel costs and remuneration for Swedish guest speaker(s). Part of the sum applied for should be used for inviting Swedish guest speaker(s).

For projects aiming to strengthen cooperation in the Baltic Sea Region the level of financial support is limited to a maximum of SEK 100,000. Up to 30 per cent of the granted sum may be used for external project management.

Initiatives that include the exhibition in combination with lectures and/or workshop will be prioritised.

How to apply

To apply, please fill out the application form.

The application must be sent in at least two months before the event. Resources are limited and financial support may not be available at the end of the year. Limits may apply.

How to report

After completed event, fill out the project report for toolkits.

If more than 10 per cent of the total grant has not been used, then the full amount of unused funds must be repaid to SI. Repayment shall be via UD EKO. When repaying, enter the project’s registration number (available in the agreement) and the name of your organisation in the notification field and notify the project manager in question.

Contact at the Swedish Institute

For more information, please contact Oskar Röhlander.