Livelöpet was launched August 17, 2010 by Rockbjörnen Live, Aftonbladet's music prize since 1979, which that year went through a change and became a prize with focus on live performances. The investment was a strategic move to reposition Rockbjörnen from a traditional music prize to one that rewards the live scene in Sweden. The repositioning had its roots in the changing music industry underwent a technological paradigm shift (from about 1998 onwards) where music is increasingly consumed through digital media and the live scene grew stronger.