Sviby @ TMW 2026: Culture Belongs to People

As part of Tallinn Music Week, the session Estonian Companies in Spotlight introduced a selection of businesses shaping Estonia’s music industry today.

In one fast-paced hour, delegates received a practical snapshot of the market — from labels and agencies to festivals, venues, technology companies, and ticketing platforms.

The line-up included:

FAAR Music, Treski Fest, Sviby, UCE Agency, Fairmus, Kultuuriklubi Tempel, and kurvad uudised.

Sessions like this matter because they help international delegates understand how the Estonian market works, where collaboration opportunities exist, and which organisations are helping culture grow.

Jaan Naaber and Sviby’s Message on Stage

Sviby founder Jaan Naaber shared a simple but powerful message:

Culture belongs to people.

Culture does not belong to platforms, systems, or intermediaries. It belongs to audiences, artists, organisers, and communities who give it life.

Music is more than entertainment.

Music is identity.

Music creates belonging.

Music connects people who have never met before.

And the most powerful moment happens when an artist meets the audience live.

That is the moment our industry exists for.

What is Sviby?

Sviby is a culture and event technology company helping organisers bring more people into the room and build long-term audiences.

In practical terms, Sviby combines:

• ticketing

• audience data

• marketing tools

• repeat attendance growth

• event discovery

• seamless customer journeys

Today, leading festivals, theatres, and concert promoters use Sviby. The Sviby portal handles over 2 million actions per month, and the Sviby app is used by more than 65,000 people.

From Tickets to Audiences

Traditionally, success has been measured in tickets sold.

We believe the next stage of growth is measuring success in audiences.

Who came? Who wants to return? What do they care about? How do you build community instead of one-time sales?

This is the shift: From tickets to audiences.
From one transaction to a lasting relationship.

Why This Matters for Music

The future of music depends on how many people we can bring into the room.

More audiences mean:

• stronger artists

• more sustainable events

• fuller venues

• greater investment

• a healthier cultural ecosystem

When more people show up, everyone wins.

We Are Not Building Just a Ticketing Platform

Sviby is not building just a ticketing platform.

We are building access to feeling.

The moment a room comes alive.The moment artist and audience create something together.The moment people remember for years.

Culture Belongs to People

Tallinn Music Week once again showed how many strong players are building the future of Estonian music.

According to Jaan Naaber, the next wave of growth will come when technology helps more people reach culture.

Because in the end, culture belongs to people.

And our job is to bring people closer to it.