Monster band Lordi blasted into international awareness of the Finnish music world by winning the Eurovision Song Contest in May. The success is having an effect on all Finnish music's popularity.

"The breakthrough will not happen overnight," says Pauliina Ahokas, a director of Music Export Finland. "Our aim is not a quick breakthrough, but balanced growth in line with skills and abilities from each sub-area of the business and in each genre."

Ahokas points out that few international professionals in the music business buy music because it comes from a certain country. The decision to buy is made on the basis of product, the credibility of its makers and promoters and the potential.

Well-known pioneers

A breakthrough was made in Finland at the end of the 1990s, when several Finnish artists simultaneously made an impact the international market, including Darude, Bomfunk MCs, HIM, The Rasmus, Nightwish, Apocalyptica and Värttinä.

"Export successes strengthen the credibility of Finnish professionals as international players, which then improves the artists' chances of breaking through on the international market."

"The next step probably won't be as dramatic. The future will depend a lot on exploiting successes and systematically focusing on exports."

Music business takes off

The Finnish music business is often compared with that of neighbouring Sweden. In Finland the music business is worth about 22 million euros, but in Sweden it is about 700 million euros, although the potential can be considered good in both countries.

"Sweden has longer traditions in exporting music than Finland, starting in the 60s and 70s and the Abba breakthrough," Ahokas emphasizes. Abba's success meant a push in self-esteem for Swedish professionals. It also helped representatives of the public sector notice that the music industry is a major sector and investment in it is worthwhile.

"Finland has the same opportunities for export growth if the strategic measures for developing the sector are as visionary as in Sweden."

Expectations during EU Presidency

The Finnish music business has grown 26 per cent since 1999. "Good musicians alone, however, are not enough. The whole team doing the international work must be ready. There must be resources to make the necessary productization tools and do the export work. Networks and credibility must also be in good shape. This has gradually started to happen."

The music business is expecting Finland to have an effect during its EU Presidency on matters on which decisions have already been taken but which have not yet been put into practice. Ahokas mentions as an example the unification of tax at source in the European Economic Area, which was approved in Holland's term of office.

"Finland must act to protect copyright in the music business so that our sector will have the opportunity to succeed in worldwide competition. Finland could also bravely raise its profile as a country with a creative economy."

Eurovision coming to Helsinki

The 2007 Eurovision Song Contest will be held in Helsinki on May 10-12. The aim is to make the competition a week-long festival for the entire nation.

Applications to host the competition came from all over Finland. Helsinki was chosen because the city has experience in arranging major events, good traffic connections and sufficient accommodation capacity. In addition, the competition venue, the Hartwall Arena, is well suited as a place for revelry and producing a TV programme.

The Finnish Broadcasting Company has estimated the budget for the Eurovision Song Contest at 13 million euros. The costs will be shared by the Finnish Broadcasting Company, the European Broadcasting Union, the State of Finland and others willing to cooperate, such as the City of Helsinki. Money will also be obtained from ticket sales.

Lordi, what a surprise!

- Lordi made Eurovision history in May 2006 by winning the Eurovision Song Contest overwhelmingly and breaking the all-time point record.

- Up to 100,000 people were in Helsinki Market Square on May 27, 2006 to celebrate Lordi's success.

- The Association for Finnish Work presented Lordi with an award on May 27, 2006 in recognition of the highly respected skills that have made an impact throughout the world.

- Lord's worldwide tour began from Lordi Square in Mr Lordi's home town, Rovaniemi, on June 9, 2006.

- Celebratory money will be printed by the time of the Eurovision Song Contest to be held in the spring of 2007.

- A sheet of postage stamps for Lordi and the Eurovision Song Contest will be published in May 2007. One stamp will be designed by Mr Lordi himself.

>> www.lordi.fi

.With its victory in the Eurovision Song Contest monster band Lordi lifted Finnish music into new dimensions of public awareness.
(Lehtikuva / Sari Gustafsson)