A market analysis of Finnish rhythm music festivals: The situation before, during and after the Covid-19 pandemic

Before the Covid-19 pandemic, there were three major trends in the Finnish festival market: international event management and private equity companies entered Finland; the multimedia group Sanoma started in the live music business via the acquisition of N.C.D. Production, the biggest music festival organiser in Finland, and the event organiser RH Entertainment focussed on domestic touring festivals. 

During the pandemic, the largest festivals and big concerts were cancelled; consequently, smaller festivals were organised, and several new, small ones were created. Finnish artists dominated the line-ups due to travel and quarantine regulations. 

In the summer of 2022, as the pandemic restrictions began to ease, the festival market overheated: more festivals were arranged than before, more new festivals were created – yet lots of festivals were cancelled. There was a lack of personnel, event infrastructure and performers, which caused pressure on prices. At the same time, the audience bought their tickets later than before. The result was fewer festival visits than before the pandemic even though the total number of festivals was substantially higher. By the end of the year 2022, the big festival organiser RH Entertainment announced bankruptcy. 

The post-covid era will witness the survival of established festival organisers. However, the predictability for the coming summer will remain low due to the Ukraine war, inflation and the energy crisis. Furthermore, the market concentration will continue, and international companies will expand their presence in Finland.