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20 years of Finland’s Fullsteam Agency

From humble beginnings come great things. That’s certainly how it has panned out for Finland’s Fullsteam, a group of music companies that now encompasses a record label, management services, a booking agency, event organising, and publishing.

Currently celebrating its 20th anniversary, it started out like many music industry endeavours – as a hobby for music lover Rauha Kyyrö. “I was still in high school, and I never thought it would become my profession,” she recalls. “My plan was to go and study law! But then music happened…”

Tobbe Lorentz of United Talent, one of the first agents she started to work with professionally, can certainly recall her passion. “My first memory is when Rauha turned up at my home, unannounced, and I opened the door to see this unknown kid with dreads and piercings asking to book my bands,” he says. “I believe my response was: ‘Of course you can. Now go away.’ But I booked Turbonegro with her the week after, and we’ve been working together ever since.”

Booking bands was something that, by then, Kyyrö was already adept at. She started out playing in a band but was, by her own admission, “never the best or most talented musician.” But she had smarts and determination – “I was great at getting things done,” she says.

Booking shows, promotion, logistics, and taking care of releases became her domain, and she came up with a novel way of getting her own band shows abroad.

“We did everything ourselves – book the shows, sell merch, release records, and do the PR”

“The easiest way to do that was to book shows in Finland for a Swedish or German band in exchange for getting to play with them in their home countries,” she recalls. “That’s how I first got into the business of booking shows internationally.” Her abilities earned her the nickname “Fixare” (The Fixer) – and she soon found herself dealing with agents who had got her contact details from their artists who had friends in bands she had promoted.

To do things officially and pay taxes, she started her first company Sitruunamaailma (which translates as ‘the world of lemons’) with two friends, and then things really took off. “I started promoting the first ‘bigger’ shows – those with a 900 capacity – and also my first outdoor summer festival,” she says. Bear in mind, this was all before she even left high school – “prodigious” doesn’t even come close.

Yet the financial realities of promoting and booking were somewhat harsh – in the early years, it remained very much a hobby. “I was doing all this while working in a record shop in Helsinki,” she says. Even after starting Fullsteam proper in 2002 – it began life as a record label, Fullsteam Records, and was a subsidiary of her previous company, Sitruunamaailma – her ambitions were modest.

“The idea was just to release music for great bands that couldn’t get their music out on the existing labels. And I guess it felt great to have a record label.”

Releasing music was just the start. Kyyrö soon realised there were many things she could do to help her own and friends’ bands, and so the other aspects of Fullsteam began to grow organically. “We did everything ourselves – book the shows, sell merch, release records, and do the PR. We also had a rehearsal room centre with 50 rooms, so we basically just did whatever we wanted […] for our own and our friends’ bands. It was always some kind of a 360 ̊ model, but as the business grew and things got more professional, it was necessary to have different companies for different parts of the business.”

James Rubin of WME recalls [Kyyrö] being “exceptional in problem-solving and career-building”

Kyyrö admits that it wasn’t until 2004 that she actually got paid for booking shows, when she went to work for Welldone – now Live Nation Finland – for two years. The other Fullsteam
companies continued during that time, and on leaving Welldone in 2006, she founded Fullsteam Agency. “That was the first time I started to get paid from my own company,” she says.

Those early years were characterised by a can-do work ethic and DIY spirit, traits that continue to this day and endeared Kyyrö to all those who worked with her in the beginning. Kalle Lundgren Smith of international booking agent Pitch and Smith recalls booking tours with her back in 2000, when she was still running Sitruunamaailma, and being “so impressed with her professionalism. My hardcore band was used to dealing with promoters on a very DIY level, so this was very different. We were even offered accommodation on top of the fees, which seemed like an absolute luxury to us.”

Before they met in real life, Lundgren Smith assumed she was a seasoned pro. “I was picturing someone far older in my mind. Then, when we finally met in Helsinki, it was this very young punk rock kid with long dreadlocks. We’ve been working closely together ever since.”

Many others express similar sentiments, and it’s a testament to Kyyrö and the company she’s built that so many peers remain friends and colleagues 20 years later. James Rubin of WME, who began working with her 15 years ago through Bad Taste, a Swedish management company and promoter, recalls her being “exceptional in problem-solving and career-building. She always helped with any issues my clients had.”

Paulina Ahokas, managing director of Tampere Hall, remembers being so impressed by Kyyrö’s dogged determination that she badgered colleagues at Music Export Finland to bring her along on an export mission to Japan.

“All of the Fullsteam companies work together on some level, but we don’t work in the ‘traditional’ 360 ̊ way”

“Rauha was spot-on at every single panel discussion in Tokyo,” says Ahokas. “After the panels, I asked if she needed some help with meetings. She did not. She had a list of names and addresses, a map of Tokyo, and a bicycle – she cycled to the meetings she had sourced herself. I’d been to Japan at least three times, yet knew only half of the companies on her list. I told everyone at Music Export Finland that we would be hearing a lot more from this rasta-haired dynamo, and damn, I was right.”

And it’s not just in a professional capacity that Kyyrö won people overtaking the “work hard, play hard” mantra to heart, she’s had plenty of fun, too. “I first met Rauha at a showcase festival in Canada,” says Julia Gudzent, co-founder of Misc Berlin, an agency for cultural change. “We immediately got along really well, and together with Mikko Niemelä from Ruisrock and Nina Howden from Silver Circle Distillery, we founded a synchronised swimming group in the hotel pool. We had the time of our lives and all became best friends right away.”

Since 2006, Fullsteam has continued to grow organically, a slow and steady rise governed by one clear principle – serve the artist. Today, Fullsteam Agency – “by far the biggest company [in the group],” says Kyyrö – serves as a booking agency and event organiser, booking domestic performers into every venue in Finland and bringing international artists to the country (to date, Fullsteam has promoted over 2,000 international acts).

They also organise Seinäjoki’s Provinssi Festival and Helsinki’s own Sideways Festival. On top of this, they represent around 100 Finnish performers, both popular acts and rising talent, and Fullsteam group now includes management, publishing, and record label interests. But while the businesses are deeply integrated, Fullsteam is not your typical 360 ̊ company.

“All of the Fullsteam companies work together on some level, but we don’t work in the ‘traditional’ 360 ̊ way,” says Kyyrö. “We hope to work with all the music companies in Finland, so we do not push for 360 ̊ deals. They only make sense if it makes sense for the artist and everyone else involved, and to be honest, in most cases it actually doesn’t work that well to have ‘all your eggs in one basket’. But when it does work, it can be really fantastic – we have good examples of that.”

Fullsteam Agency is now co-owned by European promoter giant FKP Scorpio, following a merger in 2014

Fullsteam group’s smaller companies remain 100% owned by Kyyrö, and she’s involved in various other businesses, albeit in smaller roles. But Fullsteam Agency is now co-owned by European promoter giant FKP Scorpio, following a merger in 2014.

The deal, says Kyyrö, “Helped us to really enter the festival market and to become more professional in many different ways.” But it wasn’t driven by finances or a desire to wield more clout. “I just really liked the people at FKP Scorpio: simple as that,” she says. “I thought they would support our team in our ambitions to grow but also let us be who we are and work the way we do. They are good, kind people – I appreciate that a lot.”

That added professionalism has manifested itself in various ways. Fullsteam has, says Kyyrö, become a better employer and partner for artists and clients. Her colleagues agree. “The best part of working as a promoter at Fullsteam is probably the creative freedom that you have; we’re not tied to one or two or even three genres but work with everything that we believe has value – be it money or something else,” comments staffer Artemi Remes.

“I’m pretty sure that’s not the case with every big agency in the world. And for me, that’s really the greatest thing as it makes every workday and every concert special. Never a dull day!” Remes says it’s difficult to pick just one highlight from more than 1,000 shows he has promoted over the past 16 years. “But pressed, I’d probably choose the Ennio Morricone concert in Helsinki in 2016. That exceeded all levels of specialness and is one that I’ll probably remember for the rest of my life.”

Summing up the employee experience at Fullsteam, fellow promoter Aino-Maria Paasivirta says, “The great part of working at Fullsteam is that I get to work with so many different kinds of artists – I promote everything from small club shows to arenas and festivals and many different genres, which keeps the job interesting.” Asked to share her career highlights, to date, Paasivirta states, “Nick Cave’s sold-out shows on the Conversations tour was definitely an amazing experience.”

“We have a team that’s capable of anything”

She adds, “I’m very much looking forward to the business finally opening again and the festival summer 2022 and I’m, of course, especially looking forward to Provinssi. Our last editions have been great, and I’m very proud to be in the booking team. Everyone knows working with music is more than a job, it’s a lifestyle, and I can’t imagine a better community to do it with than Fullsteam.”

It hasn’t always been plain sailing, however, and Kyyrö admits to having struggled with “how competitive and mean this business can be sometimes.” Yet she has remained optimistic and never lost her passion. “I’ve always loved being part of this community and feel that I am actually really good at this thing they call the music business.”

Modestly, she feels the company has only recently properly “arrived” and achieved lasting success. “The first time I felt that wasn’t until the end of 2019, after we’d promoted three historic events in Finland within a year – Ed Sheeran in Helsinki in July 2019, Rammstein in Tampere in August 2019, and Cheek in Lahti in August 2018. We’d also succeeded in bringing Provinssi Festival back to the top. None of those things were on my bucket list, they just happened when the time was right – or when we were ready for it.”

That’s a view shared by Fullsteam Agency managing director Tuomo Tähtinen, who believes that the platform the company has built means the best is yet to come. “Fullsteam has already come incredibly far, yet there’s still so much potential,” Tähtinen tells IQ. “We have a team that’s capable of anything. And we all know that success shouldn’t be pursued at any cost, but we need to build for the future sustainably and with respect to everyone around us.”

Recently, Fullsteam’s formal successes have been numerous. They are now Finland’s biggest, most important concert promoter and booking agency, for both alternative music and global superstars. Fullsteam Records has won Independent Label of the Year a total of six times and remains a champion and supporter of new, exciting, and unique Finnish music. And, perhaps most impressively of all, Fullsteam scooped a total of seven awards at 2019’s Music & Media Industry Awards Gala, including Booking Agency of the Year, Concert of the Year, and numerous accolades for individual staff.

“I’ve always loved being part of this community and feel that I am actually really good at music business.”

So, what’s the secret, then? What has made Fullsteam such a successful company and given them – and Kyyrö – two decades of growth, excellence, and a stellar reputation? The accolades are numerous. “They are music fans first and foremost,” says Geoff Meall of Paradigm Talent Agency. “The first correspondence is always about them wanting to work with the band or act because they like them. In a world of expanding corporatisation, I’ll always have time for companies like Fullsteam.”

Kalle Lundgren Smith agrees. “Fullsteam has a very loyal and strong team. It’s like a nice big family of true music lovers with an open and welcoming mindset. I think Rauha’s single-mindedness and creative mind – combined with her amazing staff – brought them this far.”

Tobbe Lorentz says that it’s “hard work, a great team, having their finger on the pulse, and good timing,” that’s made them so successful; Julia Gudzent agrees. “What makes Fullsteam and Rauha so special is that they do their work with complete passion, but unlike a lot of other people in the industry, they also take care of themselves and don’t forget to live and celebrate their wins. And that makes them so much better at their job.”

James Rubin says their “dedication to personal attention, being artist-friendly, and sheer excellence in everything they do has been nothing short of exceptional,” while Xenia Grigat of Danish promoter Smash!Bang!Pow! adds that there’s a “special DNA that defines Fullsteam, and it seems like a workplace that is inclusive and sees the full potential in the team. That’s inspiring, and attracts talented staff and artists.”

For Paulina Ahokas, one of the many who’ve worked with Kyyrö since the very beginning, there are three main reasons behind Fullsteam’s continued rise. “Every single person in the company has the same attitude, the need and desire to excel. Every person is willing to work harder than anyone else. And every single person in the company knows how to party! I have no idea if this is the recruitment strategy, but I know it has worked.”

“And every single person in the company knows how to party!”

And the view internally, from new partner FKP Scorpio, is just as effusive. CEO Stephan Thanscheidt credits their “friendship, loyalty, creativity, attitude, professionality, and a great taste in arts and music,” qualities he says you feel at every single Fullsteam show or event. “Their team, in combination with their family values, is hard to beat. They have an extraordinary spirit; creative and professional entrepreneurship; a great social and political attitude; and good relations with loads of talented artists.”

Certainly, their legacy seems assured. They’ve brought a lot of live music to Finland that the country might not have been able to enjoy otherwise, from the likes of Disco Ensemble, early emo bands, many Nordic artists, and numerous international superstars. They have blazed a trail for diversity and inclusivity and redefined what a group of music companies – both working together and in separate fields – can achieve on behalf of their artists.

Ultimately, that might be the single biggest factor behind Fullsteam’s success – it really is all about the music and the people who make it happen. One anecdote in particular, from Julia Gudzent, encapsulates this attitude perfectly. “I went to the Finnish music awards show once, and Fullsteam won all the prizes. Rauha took her whole team up on stage because she knew that it was not only her prize, but the whole team that won it. That impressed me so much because I’d never seen this kind of leadership before. I’ve not met a lot of people in the industry who do their job with so much modesty, kindness, and team spirit.”

What then of the future? What focus, hopes, and dreams does Kyyrö have for Fullsteam for the years ahead? “I really would like us to be the best place to work at and best partner for the people we work with,” she says. “If we succeed in that we will always be successful. We have truly amazing people working for Fullsteam and close to us, and I truly hope they will stick around, keep up with the shit in the business and shape the company and the music industry to become a better and more inclusive place for everyone.”

So we’ll be back here in another 20 years, with Fullsteam continuing to go from strength to strength? “I am sure we’ll continue to have many victories, but there are also challenging times ahead of us. I think that at the end of the day, a business like ours is just a bunch of people working together, and I hope there is room for life to happen and for people to grow and pursue their dreams at Fullsteam.”

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LGBTIQ+ List 2021: Remembering this year’s queer pioneers

This year, IQ Magazine launched the LGBTIQ+ List 2021 – the first annual celebration of queer professionals who make an immense impact in the international live music business.

The landmark list was the jewel in the crown of IQs first-ever Pride edition, which was published on Monday (28 June) and followed our Loud and Proud agency-curated playlist.

The 20 individuals comprising the LGBTIQ+ List 2021, as nominated by our readers and verified by our esteemed steering committee, are individuals that have gone above and beyond to wave the flag for an industry that we can all be proud of.

The inaugural cohort comprised agents, promoters, COOs, CEOs, event producers, wellness specialists, tour managers and more, all of whom identify as LGBTIQ+ and, in the face of adversity, have made enormous contributions to their respective sectors.

“IQ received an unbelievable amount of heartwarming testimonials”

In no particular order, the LGBTIQ+ List 2021 is:

Steven Braines, co-founder, He.She.They (UK). Full profile here.
Sean Hill, director of tour marketing, UTA (UK). Full profile here.
Zoe Williamson, agent, UTA (US). Full profile here.
Will Larnach-Jones, managing director/head of bookings, Iceland Airwaves (IE). Full profile here.
Raven Twigg, promoter assistant, Metropolis Music/founder, Women Connect (UK). Full profile here.
Nadu Placca, global event & experience architect, The Zoo XYZ (UK). Full profile here.
Maxie Gedge, Keychange project manager, PRS Foundation (UK). Full profile here.
Mark Fletcher, CEO, Manchester Pride (UK). Full profile here.
Maddie Arnold, associate promoter, Live Nation (UK). Full profile here.
Lauren Kirkpatrick, promoter assistant, DF Concerts (UK). Full profile here.
Laura Nagtegaal, guitar technician and tour manager, MsGyver (NL). Full profile here.
Joanne Croxford, wellness + diversity specialist/ live touring/ tour assistant (UK)
James Murphy, chief operating officer North America, See Tickets (US). Full profile here.
Guy Howes, music partnerships executive, CAA (UK). Full profile here.
Doug Smith, SVP field operations UK & Ireland, Ticketmaster (UK). Full profile here.
Chris Ibbs, agent, CAA (UK). Full profile here.
Leigh Millhauser, coordinator, Wasserman Music (US). Full profile here.
Austin Sarich, director of touring, Live Nation (US). Full profile here.
Daniel Brown, event producer/programmer, Birmingham Pride (UK). Full profile here.
Rauha Kyyrö, head promoter, Fullsteam Agency (FI). Full profile here.

“I never imagined I’d be so thrilled to see my inbox soar into triple digits – that is until we opened nominations for the LGBTIQ+ List 2021,” says IQ staff writer Lisa Henderson, who guest-edited the Pride issue. “We received an unbelievable amount of heartwarming testimonials from across the business but, thanks to the help of our revered steering committee, we’ve ended up with 20 exemplary individuals who continually prove that diversity is the industry’s greatest strength.”

Subscribers can read the entire Pride edition (issue 101) of IQ Magazine now.

Click here to subscribe to IQ for just £5.99 a month – or check out what you’re missing out on with the limited preview below:


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150,000 buy tickets for virtual Nightwish show

Finnish metal band Nightwish were joined by more than 150,000 fans from 108 countries for their recent virtual concert experience, An Evening With Nightwish in a Virtual World, which streamed on Friday 28 and Saturday 29 May.

Six months in the making, the show – a co-production of promoter Fullsteam Agency, VR studio Zoan and the band’s management company, Till Dawn They Count – follows Fullsteam and Zoan’s previous collaboration with the city of Helsinki, which attracted 1.4 million fans to a free virtual show by rap group JVG last May.

An Evening with Nightwish welcomed fans of Nightwish, Finland’s most successful musical export, to a 3D virtual world designed in partnership with the band, where they could watch the concert while also moving around and interacting with other concertgoers. Tickets for the show were priced between €25 and €109.

According to Fullsteam, that translates to ticket income in the seven figures (more than €1m), equivalent to a “large stadium-sized concert”.

“The key is to understand that we are not trying to replicate a live show here – it is a completely different thing”

“We all knew that there would be a lot of demand for this show, but honestly I was blown away by how great it turned out and how many tickets we sold,” says Fullsteam’s Rauha Kyyrö. “I think there is a huge potential for virtual shows that can be very unique experiences for fans.

“I think the key is to understand that we are not trying to replicate a live show here – it is a completely different thing and has to be designed to be enjoyed at home and on your portable devices. And I personally don’t think anything will ever replace the live experience anyway.”

A 30-person team – half of them Nightwish fans –  from technical producer Zoan was responsible for creating the virtual world, which included a virtual tavern, The Islanders’ Arms. Zoan used a combination of high-end technology, such as photorealistic scans, and the latest Unreal game engine to produce the experience.

“It feels amazing to have cracked the code on how to provide virtual live entertainment directly to the fans,” says Zoan CEO Miikka Rosendahl. “This is the beginning of an entire new segment in the music industry.”


This article forms part of IQ’s Covid-19 resource centre – a knowledge hub of essential guidance and updating resources for uncertain times.

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Finland’s live events sector ‘on brink of collapse’

Up to 2,300 companies in Finland’s live sector expect to permanently close in the next six months if financial support isn’t quickly provided, according to a survey conducted last week by Event Industries Finland.

The association – which incorporates all major Finnish concert businesses, including Fullsteam Agency, Live Nation Finland, Warner Music Live and CTS Eventim’s Lippupiste – also found that almost 300 events are under immediate threat.

According to the association, there are around 3,200 companies involved in organising live events in Finland, with the total value of the industry estimated at €2.35 billion. The sector employs 20,000 full-time, and 175,000 temporary, workers.

The study found these have received approximately €85m in financial support, which counts for around 4.5% of the estimated €1.9bn financial loss the sector suffered during 2020.

According to Event Industries Finland (Tapahtumateollisuus), the latest event closure in the industry, which lasted more than two months, and the lack of an exit strategy “threaten the realisation of several major events this year and the future of the entire industry in Finland”.

“We are no longer talking about whether the companies in our industry will collapse, but about how large the damage is”

The association is now calling for a roadmap for Finland’s return to live music, as well as financial security for the event industry – namely a government-backed guarantee fund which would give organisers the ability to plan for the future.

“We understand that a timetable for lifting restrictions cannot be promised, but defining and publishing criteria is essential. The industry will not be able to function without a future perspective. We are no longer talking about whether the companies in our industry will collapse, but about how large and long-lasting damage we will have to repair,” says Kati Kuusisto, director of Event Industry Association.

“Event guarantee services would strengthen the courage and ability of companies in our industry to plan for the future. The decision on support must be obtained quickly and effective support must take into account the entire business network in the sector. Several European countries have already announced similar subsidies.

“Audiences are also waiting for the return of events, and the return of tickets already sold for events carried over from last summer to this year has been very low. The state should strengthen the possibilities for starting the event industry for several reasons,” Kuusisto emphasises.

Governments in Norway, the Netherlands, Germany, Switzerland and Austria have recently announced event cancellation funds.

Government-backed insurance funds will be explored at ILMC during Insurance: The Big Update.


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60% of Finnish businesses facing bankruptcy

More than 60% of Finland’s live events companies do not expect to survive the next six months, new research reveals.

A survey conducted in October by the recently launched Event Industry Association (Tapahtumateollisuus) – which incorporates all major Finnish concert businesses, including Fullsteam Agency, Live Nation Finland, Warner Music Live and CTS Eventim’s Lippupiste –  found that over 70% of businesses still have next to no work and nearly two thirds believe they will not survive until summer 2021.

“The companies in our sector are in an unprecedentedly difficult situation,” explains Kati Kuusisto, director of advocacy for the Event Industry Association.

“The constantly changing situation and recommendations weaken our customers’ confidence and willingness to buy [tickets], while compliance with the applicable restrictions increases the cost of organising events,” she adds.

According to the association, there are around 3,200 companies involved in organising live events in Finland, with the total value of the industry estimated at €2.35 billion. The sector employs 20,000 full-time, and 175,000 temporary, workers.

Kuusisto says the industry needs an “exit strategy” in the form of urgent financial support and increased cooperation with the authorities, as well as a campaign that reassure Finns they may return to shows safely.

“We need to restore customers’ trust and send them a message that participating in safe events is OK”

“Adequate financial support must be a priority, so that the damage to the ecosystem, which is vital to our sector’s activities, does not become permanent,” she continues. “Immediately thereafter, cooperation between [the industry], authorities and the government ministries should ensure that the [coronavirus] constraints and recommendations for events are at an appropriate level.

“All means available implement safe events, such as functional rapid testing, must also be widely deployed. At the same time, we need to restore customers’ trust and send them a message that participating in safe events is OK.”

In an open letter to the press written in late September, the Tapahtumateollisuus criticised media outlets for fuelling fears about Covid-19 by inaccurately pointing to major events as the source of an increase in infections in Finland.

“During the coronavirus epidemic, professional event organisers have made investments and taken comprehensive measures to make it possible to stage events safely,” the association said. “The loss of customers, and even entire events, caused by incorrect news coverage are already deepening the losses of companies in the sector and threatening the livelihoods of tens of thousands of people.”


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Finland: No events over 500 people until end of July

Finland has extended its ban on major events until at least 31 July, forcing the cancellation of many of the summer’s biggest music festivals, including some of Europe’s oldest open-air events.

Among the festivals affected by the extension, announced following a government meeting yesterday (23 April), are Ilosaarirock (17–19 July) in Joensuu – the second longest-running festival in Finland – and Fullsteam’s Provinssi (25–27 June) and Sideways (11–13 June), as well as several smaller events.

In near-identical statements, Provinssi, which debuted in 1979, and Sideways (which would have been headlined by System of a Down and the Chemical Brothers, and Kelis and Belle and Sebastian, respectively) say they are “heartbroken” by the cancellations and hope to announce the first performers for 2021 soon.

Joensuun Popmuusikot-organised Ilosaarirock says it “understands the government’s decision and accepts it”, and plans to make its delayed 50th-anniversary event in 2021 “the best festival ever”. Tones and I, Yungblud, Machine Gun Kelly and Sam Fender would have played Ilosaarirock 2020.

Elsewhere, Ruisrock – the oldest festival in Finland and the second-oldest in Europe, after the Netherlands’ similarly cancelled Pinkpop – was cancelled earlier this month on the order of Turku city authorities. It would have featured performances from Khalid, DaBaby, Zara Larsson and more.

“The decision … is the only responsible option in the current situation”

“Cancelling the festival is an extremely difficult decision for the organisers. We have been working for almost a year to bring more joy and happiness to the world through Ruisrock, like in the previous summers,” says Ruisrock promoter Mikko Niemelä. “For us and thousands of others, this festival is the highlight of the year, and it is heartbreaking to imagine a summer without Ruisrock.

“However, the decision we have made is the only responsible option in the current situation. The coronavirus spreads when people get together, so now is not the time to gather tens of thousands of people in the same place.”

The new guidelines in Finland follow similar decisions taken by governments elsewhere in Europe, including the Netherlands, where large events are banned until 1 September, and GermanyBelgium and Denmark, where a ban is in place until 31 August – as well as slightly shorter bans in France (mid-July) Austria (end of June) and Luxembourg (31 July) – and is in line with European Union guidance. In neighbouring Sweden, meanwhile, events over 50 people are off-limits for the foreseeable future.

“As far as events in late summer and early autumn are concerned, an assessment will be made no later than the start of June,” reads a statement from the Finnish Ministry of Education and Culture, announcing the new restrictions.

Those events include Superstruct’s Flow Festival (14–16 August) and Live Nation Finland hip-hop event Blockfest (21–22 August), both of which are still on at the time of writing.


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ILMC 32 unveils third wave of speakers

A diverse and international group of industry professionals make up the latest round of speakers for the International Live Music Conference (ILMC) and Futures Forum, which take place in London in March.

The group, which join previously announced panel chairs and workshop hosts, as well as many high-profile guest speakers, includes representatives from Live Nation, ICM Partners, Paradigm, the O2 Arena, Fullsteam, Solo Agency and many more.

A highly international delegation of speakers come together for The Global Marketplace: Games without frontiers session, with representatives from Live Nation Asia, Korea’s International Creative Agency, UAE’s Flash Entertainment, Brazil’s Live Talentos and Singapore’s Midas Promotions, as well as a Kenyan-based agent from Austria’s Georg Leitner Productions.

Futures Forum is back with a bang on Friday 6 March, after a successful debut outing last year. The OK, Boomer: Closing the generation gap panel sees Live Nation’s Phil Bowdery and Anna-Sophie Mertens, ICM Partners’ Scott Mantell and Kevin Jergenson, and CAA’s Maria May and Jen Hammel join forces in an all-new session pairing up senior executives with their more junior counterparts.

Futures Forum is back with a bang, after a highly successful debut outing last year

More highlights on the future-focused day include the Meet the New Bosses: Class of 2020 session, chaired by Ticketmaster’s Jo Young, and featuring new bosses Charly Beedell-Tuck (Solo Agency), Matt Pickering-Copley (Primary Talent International) and Marc Saunders (the O2), three of the list of twelve future live music industry leaders selected by ILMC and IQ Magazine this year.

Following on from last year’s thought-provoking panel on wellbeing, the Mental Health: Next steps for live discussion, led by ATC Live’s Stacey Pragnell, will feature guest speakers Adam Ficek (Babyshambles/Music & Mind), Richard Mutimer (Paradigm), Aino-Maria Paasivirta (Fullsteam Agency) and Joe Hastings (Help Musicians) and look at how to formulate a healthier and happier industry for the future.

With over 100 speakers and 40 sessions over the whole conference, there are plenty of big names and exciting details left to be announced in the coming weeks.

The full ILMC agenda can be viewed here, with the Futures Forum programme available here.

ILMC is taking place from 3 to 6 March at the Royal Garden Hotel in London. Companies supporting this year’s conference include Live Nation, Ticketmaster, Eventim, WME, Universe, Livestyled, Tysers, Joy Station, Mojo Rental and Showsec.


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Festival Fever: how summer 2020 is shaping up

The 2020 festival season, and the long nights, sunny days and happy times that come with it, may seem an age away as winter proper sets in for many across Europe. However, as the festival booking window moves ever earlier and line-up announcements come in thick and fast, there’s no better time to take a look at the top talent gracing the stages of major festivals next year.

Positivity characterised the reports from festival chiefs IQ spoke to at the end of the 2019 season, despite some having expressed concerns around the lack of talent on tour.

Full 2019 festival analysis will appear in the the European Festival Report in the end-of-year issue of IQ Magazine, providing an in-depth look at capacity and attendance, ticketing and pricing, VIP sales, challenges and concerns, new technology and much more.

Right now, however, we turn our focus to the 2020 season. Over the coming weeks, IQ will post regular updates of the line-ups that have already been revealed.

So, without further ado, let’s have a look at what our first round of festival bookers have in store for us over the summer to come…


British Summer Time Hyde Park

When: 3 to 12 July
Where: Hyde Park, London, UK
How many: 70,000

AEG’s British Summer Time (BST) Hyde Park has announced Little Mix as the first of six headline acts. The girl group will play on the opening Saturday (4 July) of the 2020 concert series. Taking place across two weekends, BST last year saw performances from Celine Dion, Stevie Wonder, Robbie Williams and Barbra Streisand.

BST, this year sponsored by American Express, was founded in 2013, after AEG signed a contract with the Royal Parks, the body that manages Hyde Park.

Elsewhere in London, AEG’s three-year-old All Points East has made its first line-up reveal in the form of Australian psych-pop titans Tame Impala.

Tickets for Little Mix at BST Hyde Park go on sale on Thursday 28 November at 9 a.m. (GMT). Tickets for Tame Impala at All Points East are available here, for £65.

AEG’s BST Hyde Park has announced Little Mix as the first of six headline acts


When: 12 to 14 June
Where: Donington Park, Leicestershire, England
How many: 110,000

Festival Republic’s Download festival is embarking on its 18th year in 2020, with headline acts Kiss, Iron Maiden and System of a Down playing alongside Deftones, Gojira, Korn, the Offspring and Baby Metal.

Download’s popularity in the UK has led to an extension of the brand, with sister events spawning over the years in Australia, Japan, France and Spain. The rock festival has also been praised for its efforts around accessibility, sustainability and inclusivity.

Tickets for Download 2020 are available here. Weekend camping costs £250, with the non-camping option priced at £216.

Download embarks on its 18th year in 2020, with headline acts Kiss, Iron Maiden and System of a Down


When: 19 to 21 June
Where: Eichenring in Scheeßel/Gewerbepark in Neuhausen ob Eck, Germany
How many: 68,000/60,000

FKP Scorpio’s twin festivals, Hurricane and Southside, contributed to the German promoter’s best-ever weekend last year. The 2020 editions of the festivals see recently announced acts the Killers and Rise Against join a bill also featuring Martin Garrix, the Lumineers, Twenty One Pilots, the 1975, Kings of Leon, Seeed and Bring Me the Horizon.

Stephan Thanscheidt, CEO and head of festival booking at FKP Scorpio, recently lauded the diversity of the Scorpio festival portfolio, which includes “intimate indoor festivals” as well as multi-day open air affairs like Hurricane and Southside.

Tickets for Hurricane/Southside 2020 are available here, priced at €189 (£161) for three days. The price will go up to €199 (£170) at 12 p.m. (CET) on 2 December, when a limited number of €99 (£85) day tickets will be released.

The 2020 editions of the festivals see recently announced acts the Killers and Rise Against

Mad Cool

When: 8 to 11 July
Where: Espacio Mad Cool, Madrid, Spain
How many: 60,000

Changes are afoot as Live Nation’s Mad Cool festival enters its fifth year, with a 25% reduction in capacity and extra day of programming. Already confirmed acts for the extended 2020 event include Taylor Swift, the Killers, Kings of Leon, Faith No More, Billie Eilish, Twenty One Pilots, Foals and Anderson Paak.

“Our promise to the music world and the audience is this,” state organisers, “that Mad Cool 2020 will be better quality, more exciting, more spectacular, more memorable, safe, comfortable and sustainable than ever before.”

Tickets for Mad Cool 2020 will be available on 1 December at 12 p.m. (CET). A one-day festival ticket costs €65 (£56), with a four-day pass priced at €159 (£136).

Already confirmed acts for the extended 2020 event include Taylor Swift, the Killers, Kings of Leon and Billie Eilish


When: 25 to 27 June
Where: Törnävänsaari, Seinäjoki, Finland
How many: 32,000

Founded in 1979, Fullsteam Agency’s Provinssi festival counts System of a Down, the Chemical Brothers, Hassisen Kone, Korn, Gojira, Deftones, Charli XCX and Hatari among its 2020 acts.

Provinssi recorded its second-highest attendance in history (76,000) at it 40th anniversary event in 2018, contributing to a record-breaking summer for Fullsteam in 2018, which forms part of the FKP Scorpio group.

Earl bird tickets are now available, with one-day passes costing €89 (£76) and a three-day ticket priced at €149 (£127).

Fullsteam Agency’s Provinssi festival counts System of a Down, the Chemical Brothers and Korn among its 2020 acts

Roskilde Festival

When: 27 June to 4 July
Where: Roskilde, Denmark
How many: 85,000

Celebrating its 50th anniversary this year, non-profit Roskilde festival has announced a handful of acts so far including Taylor Swift, Thom Yorke Tomorrow’s Modern Boxes, Pusha T, Mura Masa and Whitney.

Speaking to IQ following a “fantastic” 2019 edition, Roskilde chief executive Signe Lopdrup stressed the importance of having a future-facing attitude as the anniversary event draws near, stating that, “one of our goals is to show fans something they haven’t seen before.”

Tickets for the full eight-day festival experience plus camping are available here for DDK2250 (£257).

Roskilde festival has announced a handful of acts so far including Taylor Swift, Thom Yorke and Pusha T


When: 10 to 12 July
Where: Glasgow Green, Glasgow, Scotland
How many: 50,000

The fourth edition of DF Concerts’ city-centre festival Trnsmt will see headline performances from Courteeners, Liam Gallagher and Lewis Capaldi.

Ian Brown, Sam Fender, Foals, Keane, Snow Patrol and Rita Ora are also on the bill for the 2020 festival, following a sell-out third year in which the event became “an established part of Glasgow’s cultural calendar”, according to festival director Geoff Ellis.

“The response that we’ve had to Trnsmt since we launched in 2017 is amazing to see,” comments Ellis.

“The fact that it has become such a pillar of the UK festival scene every year is testament to the incredible music fans that we have here in this country.”

Tickets for Trnsmt 2020 go on sale on Friday 30 November at 9 a.m.


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Sheeran extends record-breaking streak in Iceland

Ed Sheeran played two shows in the Icelandic capital of Reykjavik this weekend to record crowds, as the mammoth ÷ (Divide) tour shows no sign of slowing down.

Almost 50,000 people attended the AEG Presents/ Sena Live-promoted shows at the Laugardalsvöllur stadium on 10 and 11 August.

The shows became the biggest in the country’s history, with attendance equating to one in seven of the total Icelandic population.

The feat is the latest in a series of records for the singer’s Divide tour, which became the highest-grossing tour ever on 2 August. On its conclusion, more than 8.5 million people across 43 countries will have seen Sheeran perform on the tour, making it the most attended of all time.

“Though the biggest tour in history is coming to an incredible crescendo the records keep coming for Ed,” says AEG Presents senior vice president of international live music, Simon Jones.

“These historic shows in Iceland were like nothing I have ever seen”

“These historic shows in Iceland were like nothing I have ever seen. They completely took over the country with Sheeran fever at its peak. It was absolutely a national event and the scale of the shows relative to the population was colossal.”

Earlier this year, AEG Presents promoted the singer’s first-ever headline shows in South Africa, breaking previous tickets sales in the country by 30,000.

Sheeran also put on the biggest-ever concert in Finland, playing two shows promoted by FKP Scorpio’s Fullsteam Agency in Helsinki to 108,000 fans.

Other highlights for AEG Presents in the past year include Hugh Jackman playing six nights at the O2 in London and Shawn Mendes’ arena tour. A European tour with Khalid is set for the autumn.


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Ed Sheeran plays Finland’s biggest-ever concert

Ed Sheeran has broken more records, with two shows promoted by Fullsteam Agency in Finland attracting more visitors than any other live music event in the country’s history.

The Helsinki shows combined constitute the biggest concert event to take place in the country, surpassing the record of 104,000 attendees set by two U2 concerts at Helsinki Olympic Stadium in 2010.

The two Ed Sheeran shows were also attended by more people than Finland’s three-day Ruisrock festival, which brings in around 105,000 visitors each year, according to Fullsteam.

Sheeran previously beat ticket sales records in South Africa, selling 230,000 tickets across four dates as part of his multi-record breaking ÷ tour, which ended 2018 as the highest-grossing tour of the last 30 years.

Originally intended as a one-date show, all 60,000 tickets for the concert were snapped up in 20 minutes, with a second date later added to meet demand.

“The event was extraordinarily well planned and executed”

The concerts, which took place on 23 and 24 July, were the first-ever large-scale entertainment events to take place at Helsinki’s Malmi Airport.

“The event was extraordinarily well planned and executed and, from the City of Helsinki’s point of view, the collaboration was seamless,” comments the city’s deputy mayor for urban environment, Anni Sinnemäki.

“We warmly welcome other productions to Malmi Airport in the future.”

Fullsteam, part of the FKP Scorpio group, reported a record-breaking summer last year, with a combined attendance of more than 100,000 for the promoter’s festivals, Provinssi and Sideways. Provinssi saw a slight drop in attendance this year, down to 73,000 visitors from the previous year’s 76,000.

German metal band Rammstein are set to play two Fullsteam-promoted shows at the 32,000-capacity Ratina Stadium in Tampere, Finland, on 9 and 10 August. Tickets for the earlier date are still available, priced at €99.


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