Festival Focus: Ruisrock, Finland
The European Festival Report (EFR) 2024, a packed annual summary of the biggest trends, happenings, and initiatives on the continent’s festival scene, was published last month.
In this excerpt from this indispensable guide, Ruisrock promoter & co-owner Mikko Niemelä discusses another sold-out edition despite rising challenges, the struggle to secure major headliners, and the cultural responsibilities of festivals.
How was this summer’s festival season for you?
This summer was the 53rd time Ruisrock took place, and it was another great success. We sold out all three days, with 35,000 visitors each day. Feedback from both our audience and artists has been extremely positive, and with everything going as planned, I’m very happy with how it turned out.
One of the highlights was a unique performance on our legendary Ranta Stage by Fröbelin Palikat. They’ve been making music just for children throughout their almost 40-year career, and this was their first show for an adult audience. What happened was incredible: 35,000 people singing, dancing, and playing to the songs they knew from childhood. It was truly a legendary, once-in-a-lifetime show, and we’re proud it happened at Ruisrock.
Our negative issue this year was weather-related. There was a severe storm warning issued for Sunday of the festival. The winds were heavy, and we were already preparing to stop some of the shows on certain stages. But fortunately, the winds eased by evening, so we were able to keep the shows running by rescaling and removing some of the LED screens. It was a good test of our emergency protocols, which worked extremely smoothly.
“People are more cautious about spending on leisure, so festivals really need to ensure the ticket is worth every penny”
What challenges does the festival industry face?
The main challenge is keeping up with rising costs while maintaining a high-quality experience that keeps the business sustainable long-term. As production costs rise, customer expectations are also increasing. People are more cautious about spending on leisure, so festivals really need to ensure the ticket is worth every penny.
We work hard to make sure our entire experience offers value – from the amount of content we provide to the level of service and care we put into it. But it’s essential to keep that balance and evolve with audience expectations if festivals are to stay relevant in the long run.
What trends do you see shaping festivals in the future?
One trend is that the biggest headliners are becoming out of reach even for major festivals, as artists like Adele and Taylor Swift are focusing on exclusive headline shows where they control all aspects and revenue streams. This is pushing festivals to turn to newer emerging talent or nostalgia acts that still have the ability to attract large audiences.
Another trend is the use of technology, which I think we’re only beginning to explore. Festivals remain a very live,
in-the-moment experience, but as the world shifts towards virtual platforms, that will impact festivals, too. What we see on stage and how the festival is experienced could look very different in the future, so we need to keep up with these changes to stay relevant.
And, increasingly, sustainability will be something people expect as a baseline. We have to understand the values of our audience and reflect them in our event planning and production. People might simply decide not to attend if they feel it’s not aligned with what they believe is right.
“With so many global issues, festivals have a responsibility to use their voice for good”
What steps are you taking for DEI (diversity, equity and inclusion) at Ruisrock?
Sustainability is one of our core values at Ruisrock, and we do a lot to make the festival as inclusive as possible on environmental, social, and economic fronts. Our main tool to ensure inclusivity is our Festival Etiquette – a straightforward list of what’s okay and what’s not – and everyone must agree to these rules when they buy a ticket. This makes it easier for attendees to call each other out if someone isn’t following the guidelines.
We’ve also signed the Keychange pledge, programming a balanced 50/50 lineup for several years. For visitor diversity, we give free access to elderly fans over 70, and demand for these tickets is huge. Our island location can be challenging for attendees with special needs, so we work hard to make the site accessible, often with custom support to help them enjoy the festival fully.
What role do festivals play in the cultural landscape?
Festivals have a huge role in providing a platform for different ideas and art forms, exposing people to things they might not experience otherwise. In a world that’s increasingly polarised, I believe festivals play an important role in bringing people together who may not always share the same views.
With so many global issues, festivals have a responsibility to use their voice for good. We attract a lot of attention and have the chance to bring people together to think, connect, and even push for positive change. It’s something I feel strongly about – we can and should use our influence to try and make things better.
The third edition of the European Festival Report, from IQ and festival association Yourope, is available to read online for free.
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