MainDay festival in North Karelia attracts crowds as Gettomasa performs

On a Wednesday evening, the atmosphere at the MainDay festival in North Karelia was electric as young festival-goers shrieked with excitement upon the arrival of popular rapper Gettomasa on stage. The event, dedicated to hip-hop and R&B music, was organized by the North Karelia Cooperative Society in response to requests for youth-oriented programs. Group manager Erno Pennanen noted that the groundwork was already in place, as the cooperative has another festival, Osuuskaupparock, scheduled for the upcoming weekend in Joensuu.

In Finland, cooperatives have emerged as a significant force in the festival scene, hosting around 10 to 12 music festivals annually post-pandemic. While Finland boasts approximately 600 light music festivals each year, the cooperative events represent a small but growing share. The latest data from LiveFIN and the Jazz Federation identified municipalities as the top festival organizers last year, with local cooperatives ranking third.

Finns are known for their festival culture, with an estimated three million attendees each year. Festival researcher Maarit Kinnunen highlights ticket prices, programming, and social factors as essential elements influencing attendance. Popular domestic acts feature prominently in cooperative festivals, ensuring a strong local appeal.

Preparing a successful festival is challenging, with only half of new festivals surviving beyond their inaugural year. Kinnunen emphasizes that lofty audience expectations can lead to failure. For cooperatives, the focus remains on delivering memorable experiences while ensuring the events are financially viable. Through persistence, the North Karelia Cooperative Society has learned valuable lessons over its 13 years of festival organizing, prioritizing customer satisfaction and enjoyment.