Here are the 2025 Nordic Music Biz 20 under 30 honourees!
Once again, the Nordic music industry has announced its selection of 20 young professionals shaping its future. Now in its eighth year, the Nordic Music Biz Top 20 Under 30—an initiative by NOMEX (Nordic Music Export)—highlights a diverse range of talent across sectors and genres, reflecting the region’s rich and dynamic music landscape. Finland's honourees this year are: Henrik Hagnäs, Sarah Latosaari, and Iivari Suosalo.
The Nordic music industry proudly unveils the 2025 edition of the Nordic Music Biz Top 20 Under 30, celebrating the most promising young professionals shaping the future of music across the region. The list was created to spotlight emerging talent and ensure continued innovation and renewal in the Nordic music industry. The award underlines the strong collaborative spirit of the Nordic countries in promoting talent and exporting music to international markets.
Now in its eighth year, the initiative — established by NOMEX (Nordic Music Export) —recognizes 20 exceptional individuals under the age of 30 who are driving innovation, creativity, and global impact in the Nordic music scene. The honourees represent a diverse cross-section of the industry, from artist management and live promotion to digital strategy and label leadership. Being included on the list has become a mark of distinction for young professionals and is seen as a springboard for further influence and opportunity within the music business.
A jury of 17 influential figures from the five Nordic countries and the Faroe Islands evaluated candidates based on company growth, career trajectory, peer recognition, artistic development, innovation, and measurable industry impact in 2024–2025. The selection process also emphasized gender balance and diversity, core values of the Top 20 Under 30 initiatives. The 2025 awardees will be officially celebrated at a ceremony during the by:Larm Festival in Oslo on Thursday, September 11.
Meet the 2025 winners
Denmark
- Daniel Bruhn (DJ, Founder, Tech Lead, Digital Distribution / Creak Inc, All We Need, Playback, Mother Tongue)
- Esben Aarup (Project manager, Fundraiser, Co-founder, UMTO, Live Incubator)
- Molly Mercedes Marlow (Tour Manager & Production Manager, VEGA & Freelance)
- Susi Castelo (Music Programmer, Booking agent, Live A&R, ALICE Cph)
- Yasemin Özcelik (Artist and label manager, MM Management)
Faroe Islands
- Dania O. Tausen (A&R, Social Media, Distribution, Artist, Plátufelagið Tutl)
Finland
- Henrik Hagnäs (Head of bookings, United Stage Finland)
- Iivari Suosalo (A&R, Songwriter, Drummer, Warner Music Finland)
- Sarah Latosaari (Creative and Content manager, Universal Music Finland)
Iceland
- Snorri Ástráðsson (Promoter, All Things Live Denmark)
- Agnes Hlynsdóttir (Promoter, Lemmy)
Norway
- Mats P. Austgulen (Manager, CEO, and Founder, Ugreit AS)
- Agnes Steen Eckersberg (Sápmi/NO) (Festival Director, Riddu Riđđu)
- Tatijana Todorovic (Senior Marketing Manager, The Orchard Nordics)
- Jericson Joseph (Partner, Manager, Publisher, Popular Demand)
Sweden
- Waldemar Nordström (Music executive, artist manager, co-founder, WN Entertainment & Boshi Collective)
- Naomi Wood (Founder, Manager, and A&R, Wood Music & Playground)
- Hilma Kekkonen Orrell (Business Developer, Sensus Music)
- André Wessely (Founder, 777 Sound & Seven Studios)
Henrik Hagnäs (24)
Director & Booking Agent / United Stage Finland
Henrik Hagnäs started his career at just 16 years old, being involved in a local festival's lineup booking. Starting his first festival (Big Day Festival) at just 19 years old, meanwhile serving the mandatory military service in Finland. Henrik was part of a new generation in the industry with a fresh and energetic mindset. Booked and promoted Hov1 tour in Finland as just 21-year-old to selling 13,000 tickets as a 23-year-old in 2024 on his festival Big Day Festival. In January 2024, Henrik and United Stage Group started United Stage Finland venture together, with very fast growth and notable, for example, KAJ’s phenomenal run, where Henrik is in charge of bookings, and also promoting an almost sold-out Helsinki Ice Hall show for the band in October.
Sarah Latosaari (28)
Creative and Content Manager / Universal Music Finland
Sarah Latosaari is a passionate and visionary next-generation professional shaping the future of the Finnish music industry. She currently works at Universal Music Finland as a Creative & Content Manager, being responsible for artist branding, visual content direction, and social media strategy. She plays an essential part in the marketing teams of several of Finland’s most prominent artists, including, among others, KUUMAA, Mirella, BESS, SHRTY, and Nelli Matula. Through her creative vision and data-driven execution, she has significantly boosted audience engagement, generating hundreds of thousands of weekly views for her artists’ content.
Known for her tireless work ethic and purpose-driven mindset, Sarah is also highly praised by artists and colleagues alike for her warm personality and ability to create safe, collaborative spaces where artists can thrive creatively. Her human-centered and innovative approach has brought immense value not only to Universal’s internal culture but also to its commercial success. Beyond digital strategy, Sarah has produced high-impact PR events and supported Universal’s Music & Brands division by producing large-scale commercial partnerships. Recent highlights include Samsung Music Galaxy x Turisti, Mirella x Celsius & Battery x Turisti collaborations.
Iivari Suosalo (29)
A&R / Warner Music Finland
Iivari Suosalo better known as "Ipi," is a dynamic force within the Finnish music industry. His undeniable talent and engaging personality quickly caught the attention of several record labels, leading to his role as an A&R. In 2018, Ipi started working at Warner Music Finland, where he has since made outstanding contributions.
Today, his impressive roster includes Kaija Koo, one of Finland's most iconic female singers, who had a sold-out Stadion show in 2023; AHTI, one of the biggest hip hop influences of 2024 with 60 million streams; and ABREU, a genuine pop sensation whose live performances Iivari helped bring to the level of the most sought-after live shows at the moment. He has also discovered artists like Emma & Matilda and Jaakko Kulta who were nominated for Newcomer of the Year at the Finnish Grammys in 2023 and 2024, making them a notable exception with their music in the Spotify top 50 chart. Ipi also played a key role in the career of the artist Benjamin, who had a radio #1 hit in 2024. Iivari’s ability to navigate seamlessly between pop, hip hop, and legacy artists is unmatched.
Beyond his A&R capabilities, Ipi is a recognized songwriter signed with HMC Publishing since 2016. Notably, he continues to play drums with one of Finland’s biggest bands, JVG.
The Nordic judges for 2025:
Denmark: Rosa Lois Balle Yahiya (Co-founder and Leader / Another Life), Søren Falk Madsen (Senior Int. Label Manager / Playground Denmark), Stine Omega (Booker / Copenhell)
Faroe Islands: Gunn Hernes, Marianna Nagata (Tutl.)
Finland: Stella Kylä-Liuhala (Senior Project Manager / Ohlogy), Leevi Mäkinen (Artist Manager / PME), Miika Blomqvist
Iceland: Klaudia Gawryluk, Gabríel Ólafsson, Ægir Sindri Bjarnason
Norway: Stephanie Owusu (Branding & Communications Director / Sony Music Norway), Dennis Kiil (Founder / Kiil Management), Stian Nicolaisen (A&R / The Orchard)
Sweden: Holly Astera (Manager & VP of A&R / The Very Good), Ankit Desai (CEO / snafu records), My Bergman (Booking Agent / Jubel)
NOMEX, the collaborative platform for the five Nordic Music Export offices, is responsible for the awards and consists of all the Nordic music export offices. Export Music Sweden, Iceland Music Export, Music Export Denmark, Music Finland, and Music Norway have all worked together to make this happen.