The latest industry news to your inbox.

I'd like to hear about marketing opportunities


I accept IQ Magazine's Terms and Conditions and Privacy Policy


Ville Koivisto named festival director of Provinssi

The ranks of Provinssi and parent agency Fullsteam will also be strengthened by partnership manager Tuomas Kallio

By Lisa Henderson on 08 Jun 2023

Finland’s Fullsteam Agency has appointed Ville Koivisto festival director of Provinssi, effective 1 September.

In addition, the Fullsteam and Provinssi ranks will be strengthened by partnership manager Tuomas Kallio from 4 September.

Koivisto started selling tickets for Provinssi as a volunteer in 2009, before being appointed production manager in 2017.

Awarded event producer of the year at the 2018 Industry Awards, Koivisto has worked at numerous other festivals besides Provinssi, such as Sideways, Ilosaarirock and Rockfestari Naamoi.

Koivisto has also influenced numerous large-scale productions, such as Cheek’s Valot sammuu concerts (2018), Ed Sheeran’s Malmi Airport concerts (2019) and last summer’s Helsinki Olympiastadion gigs (Haloo Helsinki!, Apulanta, Ed Sheeran, Antti Tuisku).

In addition to this summer’s Provinssi, Koivisto works with Finnish rap duo JVG, who are due to perform at the Olympic Stadium in August.

“I am really grateful to Provinssi for the opportunity and trust to learn and grow in the management of the production of the event,” says Koivisto.

“It’s time to focus on making the best festival in the world from a slightly different angle”

“Starting in the fall, it’s time to focus on making the best festival in the world from a slightly different angle, and I’m looking forward to the challenges ahead!”

Kallio boasts a 15-year career in B2B sales, marketing and business development in various media houses – most recently Radio Helsinki – and also as an entrepreneur.

“It is wonderful to return to the fascinating and multidimensional world of events,” says Kallio. “What makes all of this wonderfully special is that I get to work every day with many top professionals I already know.”

Tuomo Tähtinen, CEO of Fullsteam Agency, adds: “Even when viewed internationally, Ville is one of the most competent event industry professionals I know, so I am extremely happy that we will be able to build the future of the Provinssi together with him.

“I believe that the transition to the position of festival director will be very natural for Ville, as he already enjoys the trust of the staff and the industry. We have successfully collaborated with Tuomaks on partnerships in the past. He brings a lot of new know-how and energy to the house, as well as tools for us to be able to build even more successful partnerships around Fullsteam’s entire operation.”

The two appointments come a few weeks after the agency announced a reshuffle. Marko Kivelä will swap his position as CEO of Fullsteam’s Provinssi festival for an agent/promoter role within the company from 1 September, it was announced.

Meanwhile, Aino-Maria Paasivirta, former assistant to Fullsteam founder Rauha Kyyrö, will take responsibility for Provinssi’s programming and booking.

Provinssi festival returns to Seinäjoki in Southern Ostrobothnia, western Finland, between 29 June to 1 July.


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.