On Saturday, Stockholm hosts the final of the Eurovision song contest: a camp, televised event that draws nearly 200 million viewers.
Bands competing for votes and fame relish exposure; the city gets to promote itself for tourists and businesses. And a big selling point for the Swedish capital is its status as home to a string of successful digital firms, exemplified by a large music-streaming business, Spotify.
Tech and Stockholm have long thrived together. "Programming is the single most common occupation in Stockholm today," said Mikael Damberg, Sweden's minister of enterprise. An estimate, by the city itself, suggests the tech sector employs 18 percent of workers.
A digital boom is one reason the Swedish capital region has one of Europe's fastest-growing populations (2.3 million people, up by 10 percent since 2010). It also explains why the city's economy as a whole is rattling along about 5 percent annualized growth. .
Since 2003, Stockholm ranks as the fifth city, globally, in nurturing unicorns, private firms valued over $1 billion. It got one-fifth of all European investments in "fin tech" firms between 2010 and 2014, said a member of Stockholm's business-development council.
Games firms do well, too. Microsoft bought Mojang (creator of Minecraft) for $2.5 billion, two years ago. In February, Activision Blizzard, a California firm, snaffled up King Digital (maker of Candy Crush and other games) for $5.9 billion. Communication is another strength. Microsoft bought Skype for $8.5 billion, five years ago.
Then there is Spotify, which streams music, sells advertising and has persuaded 30 million users — at the latest count — to pay for tracks. Last year it was valued at $8.4 billion. In March it raised $1 billion, in consolidated debt, from a single round of financing.
Spotify is in "a hyper growth stage," said an employee. It has 1,000 staff at its operational headquarters in central Stockholm, though the firm is legally incorporated in Luxembourg. A team of 53 exists to recruit "super talent" globally; the firm expects to double the number of employees at its main offices by, or soon after, the turn of the decade. By then, it might count as Europe's first real example of a new tech giant. (SAP, an older software goliath in Germany, is worth some $83 billion.)