music export strategy

This is the question posed by Vappu Aura, Director of Communications, Marketing and Public Relations – and it arose at a moment that can justifiably be called historic: the round table discussion on Finnish music export, held at the Parliament Annex (Pikkuparlamentti) in May 2025.

”This is what I was thinking about this week, when a round table discussion on Finnish music export, hosted by Pekka Haavisto, gathered at the Finnish Parliament’s Pikkuparlamentti. What made it special was that it brought together some of the most important players in the field – people who are usually extremely busy. From Minister Anders Adlercreutz to Kimmo Aulake from the Ministry of Education and Culture, and Business Finland’s Director General Lassi Noponen. But even more importantly, it included the creators themselves. Veteran export professional Markus Nordenstreng, together with MD$ (Santeri Kauppinen), had managed to bring in people like Teemu Brunila, Lauri Porra, Jukka Immonen, Riku Pääkkönen, Mikko Sirén, Mika Kurvinen… people who truly understand what it means to make music. And those who are investing heavily in promoting it – such as Mikko Manninen, Teemu Laitinen, Riku Salomaa, Kaisa Rönkkö, Aleksi Malmberg, Mika Karhumaa, Johanna Pirilä, Tapio Korjus, Tommi Saarikivi, Tapio Hakanen…”

”And when this kind of group comes together to talk – in confidence – about something meaningful to them, the real pain points emerge quickly. This isn’t about expecting one party (like a political decision-maker) to fix everything. But everyone can do something – if there’s a shared will. And it felt like there was. Story continues… ❤️ Thanks again to Pekka and everyone 🙏”

This discussion, initiated by Member of Parliament Pekka Haavisto, stood out not only because of who was present – but because of what was shared. When artists, producers, policymakers, and industry leaders sit down at the same table, the conversation shifts from policy to practice – and from abstract to actionable. What’s at stake is Finland’s global music industry presence, and how we can reinforce it together.

According to Business Finland’s Director General Lassi Noponen, the music industry is part of the creative economy and holds real potential for growing Finland’s global music industry presence. While the field is smaller in revenue than, say, gaming, the capacity for international impact is clear. He also highlighted Teemu Brunila’s personal story as a vivid example of Finnish talent crossing borders.

“We’ve recently launched a funding call for the creative industries, but we have to admit that our general funding instruments are not ideally suited for music, which is often project-driven. Our task is to support long-term business development and internationalization. In recent years, our music sector funding has been limited – but we do recognize there are actors in the industry who are ready to grow globally.”

The discussion made it clear that to strengthen Finland’s global music industry presence, support must be tailored, long-term, and built on collaboration. It’s about investing in talent, infrastructure, and visibility – all working together toward a shared goal.

From my own perspective, it was a great honor to be part of this conversation. This is what development at its finest looks like – not only sharing data, but building trust and forming a shared vision. It’s in these moments that real global momentum starts.

”Music business and its development at its best. It’s not just about sharing and analyzing information – it’s about gaining collective insight into something that affects us all.”

This was just the beginning – and the momentum is real.
The story of Finland’s global music industry presence continues. ❤️