Where's the Music? is both a festival and a conference. About 100 bands and artists perform on 10 different stages in venues in and around Norrköping, while delegates from both the Swedish and international music business can attend lectures and seminars during the conference. But the 3-day-festival is not only for professionals, it’s also all about music itself. It’s a public event that enables festivalgoers and industry alike to discover new acts from Sweden and abroad. The idea behind Where’s the Music has always been to get the chance to discover new music and falling in love with artists you might never heard of before.