The Show Must Go On
2021 Finalist

The Show Must Go On


Gothenburg, Sweden

Category Public Relations and Community Service

Media associated with this campaign

Overview of this campaign

We wanted to do our part to ensure that the city remain strong and united during the crises as well as when we’ve put it behind us. 

When people could not come together to enjoy music we decided to take the music to the people through our strong platforms. We wanted to give the citizens of Gothenburg an enjoyable experience, to put artists and other professionals to work and to support organisations with important missions. To support and shed some light we have initiated 15 digital concerts during the pandemic. Two of which we are particularly proud of.

In close cooperation with organisations in Gothenburg we succeeded in reaching and engaging many citizens, as demonstrated by increased subscriptions and page views. 


Results for this campaign

The Pustervik concert
On the 4:th of April the concert took place at Pustervik and it was live-streamed via Göteborgs-Postens digital channels to over 17 000 people. They enjoyed 3 hours of live music and after a week, nearly 80 000 had seen the concert.

We encouraged people to donate in order to support Pustervik and after a week we could announce over 1 million Swedish krona in donations. 

The Christmas show
40 000 people enjoyed the concert on

After a month we could announce 260 000 Swedish krona in donations to Stadsmissionen.





To contact a company representative about this campaign, click here for the INMA Member Directory

By continuing to browse or by clicking “ACCEPT,” you agree to the storing of cookies on your device to enhance your site experience. To learn more about how we use cookies, please see our privacy policy.