This year Groeningen’s Eurosonic will be organized as a digital event for the first time in history. Kicking off on January 13, the event includes four Finnish acts: Yotto, Vildá, MA Rouf and Suad. Last week the ESNS organization also launched the "European Music Week" campaign to celebrate European music across the world to be a call to support and introduce new European talent and give artists center stage.
Finland’s line-up at Eurosonic 2021 consists of four artists, with electronic music producer Yotto being this year’s official EBU artist (one of the acts selected in cooperation with European Broadcasting Union). Yotto, whose remix catalogue boasts with names like Coldplay and Gorillaz, and past bookings include Coachella and Tomorrowland, makes melodic and anthemic electronic music that blends elements from house, techno, trance and even downtempo. Read our latest interview with Yotto here.
The other Finnish acts are Vildá, a duo of vocalist, yoiker, charismatic performer Hildá Länsman and accordion virtuoso Viivi Maria Saarenkylä; MA Rouf, a quartet blending Middle Eastern rhythmic traditions, Scandinavian jazz and Finnish folk music; and emerging indie pop singer-songwriter Suad, who will release her debut album in January (read our new feature article on Suad here).
Yotto’s performance at Eurosonic 2021 utilizes state-of-the-art VR technology by Helsinki-based virtual reality studio Zoan (see still picture from the video in the above image). Creative Direction on the production is by Jesse Auersalo, whose prior clients include Red Bull Music Academy, The New York Times, Apple Music, Mark Ronson and The Chainsmokers, for example. Graphic design, logo design and logo art direction is by Aleksi Tammi, best known for his work on The Weeknd’s album "After Hours" and coinciding music videos. Grading and additional visuals were made by award winning music video director and visual designer Juho Risto Aukusti Lähdesmäki. The performance was produced by Music Finland, along with media partner YleX.
The Finnish acts’ showtimes at ESNS 2021 are:
- Yotto – Thursday 14th January 22:40 CET (on the ESNS 03 stage)
- Suad – Thursday 14th January 20.20 CET (on the ESNS 02 stage)
- Vildá – Friday 15th January 20:55 CET (on the ESNS 04 stage)
- MA Rouf – Friday 15th January 22:10 CET (on the ESNS 04 stage)
European Music Week campaign puts the artists on center stage
On top of the actual Eurosonic festival, the ESNS (Eurosonic Noorderslag) and its partners have launched the first edition of the “European Music Week” campaign, which kicked off on January 8. The campaign celebrates and supports European music across the world, and introduces new European talent.
Robert Meijerink, head of programme at ESNS comments the new initiative:
“European music has been the prime focus of ESNS for 35 years. In the past year a lot of artists missed the opportunity to play live and had a hard time to reach their potential audience. The European Music Week is a perfect way to give them the spotlight. A good opportunity to promote new talent but also to highlight the rich history of European music. Above all, It’s time to start the new year with a positive message and think and work on a new future.”