For the international contemporary live music industry

Fifteen per cent of population expected for Sheeran shows

World News
February 22, 2019


An estimated 15 per cent of the population will be in attendance at Ed Sheeran’s first live appearances in Iceland.

He will perform two shows on 10 and 11 August at 30,000-capacity national football stadium Laugardalsvöllur in Reykjavik.

The country population is made up of just 338,349 people so with the first night having sold out and the second well on its way, promoters Sena Live is predicting between 50,000 and 60,000 fans will attend.

“Even one full show would be the biggest ever, but that is sold-out and the second one is selling well,” says Sena’s Isleifur Thorhallsson.

“More than 50,000 is about 15 per cent of the population, and that must be some sort of a world record.”

Standing tickets start at 15,990 krona ($134), with seated tickets ranging between 19,990 and 29,990 krona ($167-$251)

But, despite his success with Sheeran, Thorhallsson admits that there are clouds on the horizon.

“The problem in our market is a constant over-supply of events and that has finally started to kick in,” he says. “Things are selling less tickets and more slowly than before, all over.

“The cold truth is that probably nothing will combat this over-supply, other than promoters having a hard time, learning their lesson and cutting down.

“I think everyone is pulling back now, doing less shows, and that includes us.”

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