The brief
Bolaget came to us with a two-year arena tour and a single question: how do we make this feel like more than a concert? The band's sound was pop-shaped but built for raw live energy, and the team at Bolaget Records and Volume Music Agency knew the music would carry the show. What they needed was the world around it. Something that would make people travel for the show, talk about it after, and want a piece of it to keep. The mandate was simple: build the universe.
The thinking
An arena tour is usually content for one night and a t-shirt the next morning. We wanted RODEO to be a place.
The starting point was Tarantinoesque Americana, a brand language that could carry both the band's wildness and a clear narrative thread across two years and dozens of stops. From there we made one decision that defined everything: build the stage as a constructed venue, not a platform. We called it Bolagio, modeled on the Bellagio in Las Vegas, and treated every show as a night inside it. The scenography was designed by production designer AlexLive, and the creative concept around it was developed together.
That decision changed what the rest of the work could do. Film became a way to set tone before the show. Merch became artifacts from a world, and a band's tour became a brand that could hold a product line of its own.
Live experience
The live show was designed as a fully integrated environment, with scenography, lighting, visuals, and performance engineered so that walking into a RODEO show felt like walking into a constructed world rather than approaching a stage.
Content
Extending the world beyond the stage was a key part of the concept, and film was how we did it. Intro sequences were developed with a cinematic approach, drawing from Tarantino-style storytelling and Americana aesthetics. Filming took place in Las Vegas, Tenerife, Stockholm, and Gothenburg. The content set tone before the live experience, created narrative continuity, and expanded the universe outside the physical performance.
Merch
Merchandise was treated as an extension of the concept. Instead of traditional band merch, pieces were designed to feel like artifacts from the RODEO universe, inspired by Americana and vintage motel culture.
Rodeo Vodka
The most ambitious extension was Rodeo Vodka, led by Live Brands Factory. Not a band's promotional object but a serious spirits product, positioned and designed to slot into Sweden's most rigorously curated retail environment. It now sits on Systembolaget shelves in the same cities the tour passed through, giving the RODEO universe a permanent retail presence long after the lights went down.
The outcome
The tour sold out across Sweden in 2025 and across most stops in 2024. Across both summers, RODEO drew 160,000 people across 16 cities. At the Bananpiren show in Gothenburg in 2025, Göteborgs-Posten gave the show 4 out of 5 and estimated 25,000 people in the audience. The review's headline put it more bluntly than most case studies allow themselves to be quoted as: “Bolagets spelning är helt idiotisk – och fantastisk.”
RODEO isn't a thing Bolaget did. It's a thing Bolaget has.