What Nelonen Media Live does

Nelonen Media Live is a Finnish live-events production company and a wholly-owned subsidiary of Sanoma Media Finland, which sits within the publicly-listed Sanoma Group (Nasdaq Helsinki). Founded in 1997 and headquartered in Helsinki, the company produces over 20 festivals, concerts, and themed cruises annually across Finland, drawing nearly 300,000 attendees in 2024. Its portfolio spans flagship music festivals (Rockfest, Himos Juhannus, Suomipop Festivaali, Tammerfest, Kuopiorock, Iskelmä Festivaali, Wanaja Festival, Jysäri, Tikkurila Festivaali), arena concerts, the Emma Gaala music awards ceremony, the Immu Fight Night combat sports event, the Maagikot magic tour, and themed cruises (Radio Rock, Suomipop, Aito Iskelmä, Abiristeily). The company operates regional offices in Helsinki, Jyv\u00e4skyl\u00e4, Tampere, Kuopio, and Lahti, supporting a vertically integrated event production model covering artist booking, venue management, ticketing, VIP hospitality, vendor management, and sustainability reporting.

The company generates revenue through four primary streams: ticket sales (via Lippu.fi and Tiketti, with B2B group sales of minimum 10 tickets), VIP and hospitality packages (€99.90–€297.68 per person), vendor and exhibitor booth rentals, and corporate sponsorships (Veikkaus, Neste, Ramirent, plus radio partners). Standard ticket prices range from €44.90 (LOOP IT) to €139 (multi-day festival passes), with VIP tiers at €290+. Distribution is exclusively domestic Finland, and a core competitive moat is the integration with Sanoma-owned radio brands (Loop, Radio Rock, Radio Suomipop, Aito Iskelm\u00e4), which jointly present events and drive pre-sale ticket volume. The only proprietary technology disclosed is a carbon footprint calculator used since 2021 to track festival emissions, supporting Sanoma's 2030 carbon-neutrality goal alongside the Ekokompassi certification and Neste renewable fuels partnership. The core team of 101–250 is supplemented by hundreds of seasonal workers recruited through Aican Happy People staffing agency.

Name

Nelonen Media Live

Legal name

Sanoma Media Finland Oy / Nelonen Media Live

Website

https://nelonenmedialive.fi

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Nelonen Media Live is a Finnish live-events producer and wholly-owned subsidiary of Sanoma Media Finland that organizes 20+ festivals, concerts, and cruises annually across Finland, serving nearly 300,000 attendees in 2024 through flagship brands including Rockfest, Himos Juhannus, Tammerfest, Suomipop, and Emma Gaala.

Ownership category

akta.pro rank

Product category

Live Event Production and Music Festival Organization

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Festival & Event Producers/Organizers (MPAIAFAC)

akta.pro secondary industries

Live Event Marketing, Sponsorship & Brand Partnerships (MPAIAFAI), Concert & Tour Promoters (MPAIAFAA), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Music festival production
• Live event organization
• Themed cruise entertainment
• Concert ticketing services
• Arena event management

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Ticket sales: Primary revenue stream from sales of event tickets across all festivals, concerts, and cruises. Ticketing through primary channels lippu.fi and Tiketti, with direct B2B/group ticket sales (minimum 10 tickets per order) for corporate clients.
2. VIP and hospitality packages: Premium VIP tickets, hospitality packages, and exclusive experiences at events including backstage access, premium seating, and dining.
3. Vendor and exhibitor booth rentals: Revenue from third-party vendors and exhibitors selling food, beverages, and merchandise at festival sites. Vendor applications managed through an open application process.
4. Sponsorship and brand partnerships: Corporate sponsorship deals including VIP partnerships (e.g., Veikkaus VIP areas), brand activations, and branded content at festivals.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Nelonen Media Live is one of Finland's largest festival and event organizers, producing over 20 festivals, concerts, and themed cruises annually across Finland. The company books artists, manages venues from outdoor festival sites to arenas, sells tickets through Lippu.fi and Tiketti, and offers VIP hospitality, corporate group sales, vendor booth rentals, and sponsorship packages. Its portfolio spans multi-day music festivals, arena concerts, the Emma Gaala music awards, themed music cruises, and specialty events.

Product overview

Nelonen Media Live is one of Finland's largest festival and event organizers, producing over 20 festivals, concerts, and cruises annually across Finland. The portfolio includes music festivals (Rockfest, Himos Juhannus, Suomipop Festivaalit, Tammerfest, Kuopiorock, Iskelmä Festivaalit, Tikkurila Festivaali, Wanaja Festival, Jysäri), arena concerts (Emma Gaala, Immu Fight Night, major artist concerts), themed cruises (Radio Rock-risteily, Suomipop-risteily, Aito Iskelmä-risteily, Abiristeily, Radio Rock Halloween-risteily), and specialty events (Maagikot magic tour, LOOP IT concerts). The company operates as part of Sanoma Media Finland and organizes events nationwide from Helsinki to Oulu, Tampere to Kuopio.

Differentiator

Problem solved

Functional benefit

Brands

• Rockfest: Finland's largest rock and heavy metal festival held at Hyvinkää airfield.
• Himos Juhannus
• Suomipop Festivaali
• Tammerfest
• Kuopiorock
• Iskelmä Festivaali
• Wanaja Festival
• Jysäri
• Tikkurila Festivaali
• Emma Gaala
• Radio Rock -risteily
• Suomipop-risteily
• Abiristeily
• LOOP IT
• Immu Fight Night

Products and services

• Rockfest Finland's largest rock and metal festival held at Hyvinkää Airport, featuring international and domestic headliners across three days.
• Himos Juhannus Finland's largest Midsummer festival held at Himos Park in Jämsä, celebrating its 27th edition in 2026.
• Suomipop Festivaali Three-day Finnish pop music festival held simultaneously in Jyväskylä and Oulu, featuring domestic pop music's top acts.
• Tammerfest Finland's premier urban festival held in Tampere since 1995, known as the crown jewel of city festivals.
• Kuopiorock Savonia region's largest music festival held at Väinölänniemi in Kuopio, featuring top Finnish and international artists.
• Iskelmä Festivaali Schlager music festival held at Himos Park and Kirjurinluoto Arena in Pori, featuring beloved Finnish entertainment artists.
• Tikkurila Festivaali Major music festival held at Hiekkaharju sports park in Vantaa, featuring Finnish pop music's top names.
• Wanaja Festival Two-day festival held at Linnanpuisto in Hämeenlinna since 2004, recognized as one of Finland's most beautiful festival venues.
• Jysäri Three-day dance music festival at Himos Park, featuring international dance music artists and electronic acts.
• LOOP IT Age-restriction-free music concert at Lutakonaukio in Jyväskylä featuring contemporary Finnish pop and urban music artists.
• Aito Iskelmä Festivaali Two-day schlager music festival held at Kirjurinluoto Arena in Pori, featuring Finnish entertainment music's biggest stars.
• Emma Gaala Finland's premier music awards ceremony held at Espoo Metro Arena, celebrating domestic music achievements.
• Immu Fight Night High-level combat sports event featuring Finnish and international fighters at Helsinki Ice Hall.
• Abiristeily Stockholm Cruise package to Stockholm combining cruise convenience with international travel, featuring entertainment programming.
• Radio Rock -risteily Rock music themed cruise featuring heavy metal and rock artists, often celebrating special occasions like record label anniversaries.
• Suomipop-risteily Finnish pop music themed cruise featuring contemporary domestic pop artists.
• Aito Iskelmä -risteily Schlager music themed cruise featuring Finnish entertainment artists, with focus on dancing.
• Maagikot Finland's largest magic and illusion tour featuring internationally award-winning magicians performing in concert halls across the country.
• Radio Rock Halloween -risteily Halloween-themed rock music cruise featuring heavy music acts.

Quantifiable outcome

• Nearly 300,000 people attended Nelonen Media Live events in 2024
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature1 record

Partnerships

13 partnerships are on record, tiered core, significant and minor.

• Warner Music LivecoreStrategic or Co-development Partner · 31 October 2025Nelonen Media Live and Warner Music Live deepened their festival collaboration, strengthening the programming and production partnership for festival events.
• VeikkauscoreGTM or Marketing Partner · 23 April 2025Veikkaus is a partnership sponsor for Sanoma/Nelonen Media Live festivals across Finland. The partnership includes VIP areas branded by Veikkaus at festivals, VIP ticket package giveaways for Veikkaus customers, and brand presence at summer festivals. Krista Heinonen, Event Director at Nelonen Media Live, noted that the partnership meets customer demand for comprehensive experiences and premium services.
• NestesignificantGTM or Marketing Partner · 19 April 2024Neste provides renewable fuels (Neste MY Uusiutuva Polttoöljy and Neste MY Uusiutuva Diesel) for all Nelonen Media Live festival generators and rental vehicles. Neste MY Hiilijalanjälki service tracks and reports emissions reductions. Partnership reduces GHG emissions by ~90% vs fossil fuels over the fuel lifecycle. This supports Sanoma's goal of carbon neutrality by 2030.
• VR (Finnish Railways)minorGTM or Marketing Partner · 1 June 2023VR (Finnish Railways) partnered with Rockfest to provide direct intercity trains from Helsinki and Tampere to Hyvinkää on Rockfest event days, encouraging public transport use to the festival.
• Team AgencysignificantStrategic or Co-development Partner · 26 May 2023NML and Team Agency co-presented Gettomasa & Lauri Haav concert at Lutakonaukio on 12 July 2023. Gettomasa's only hometown concert of the summer. Team Agency handled artist management while NML produced the event.
• Elämys Group (Milargo Ltd Oy)coreStrategic or Co-development Partner · 15 October 2021Elämys Group handles cruise sales and operations for Nelonen Media Live's cruise events (Radio Rock, Suomipop, GOOM, and Abi cruises) for 2021–2023 under a hosting travel agency agreement. Elämys Group manages cruise sales, customer service, and coordination with shipping companies. Krista Heinonen noted Elämys is a fully Finnish company with strong credentials in travel and cruise operations.
• Aican Happy PeoplecoreChannel Partner/ Reseller/ DistributorAican Happy People is the staffing agency responsible for recruiting all festival staff (festivaalihenkilökunta) for Nelonen Media Live events. Recruitment for summer 2026 was open via their recruitment portal.
• RamirentminorGTM or Marketing PartnerRamirent partnered with Suomipop Festivaali Jyväskylä to pilot a 'hiilineutraali työmaa' (carbon-neutral construction site) concept, providing rental equipment for sustainable event setup.
• Lippu.ficoreChannel Partner/ Reseller/ DistributorPrimary official ticketing platform for all Nelonen Media Live events. Handles ticket sales, group bookings, and refund processing.
• TiketticoreChannel Partner/ Reseller/ DistributorSecondary official ticketing partner for many Nelonen Media Live concerts, including LOOP IT and Gettomasa events.
• Radio Loop (Supla/Loop)coreGTM or Marketing PartnerRadio Loop (Supla) is the main co-production partner for LOOP IT events at Lutakonaukio, Jyväskylä. The radio station cross-promotes the event and sells pre-sale tickets.
• Radio RockcoreGTM or Marketing PartnerRadio Rock is a partner for Radio Rock cruises and cross-promotes rock music events produced by Nelonen Media Live.
• Radio Suomipop / Aito IskelmäcoreGTM or Marketing PartnerRadio Suomipop and Aito Iskelmä are radio partners that co-present Suomipop and Iskelmä festivals, providing cross-promotion and audience engagement.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Provinssifestivaali: Major Finnish rock and pop festival held in Seinäjoki, with similar multi-day outdoor format and audience profile. Direct competitor for Finnish festival attendees, headline acts, and regional sponsorship budgets.
• Flow Festival: Major independent urban music festival held annually in Helsinki, drawing comparable premium-segment audiences. Competes with NML for Finnish live music attendees, sponsors, and summer-weekend share of wallet.
• Ilosaarirock: Long-running Finnish rock festival in Joensuu with comparable multi-day format and rock-genre focus. Competes with NML for touring artists and Finnish rock audience share during the summer festival window.
• Ruisrock: One of Finland's longest-running rock festivals (since 1970) held in Turku, comparable in scale and genre overlap to NML's Rockfest. Directly competes for Finnish rock audience and touring-rock artist bookings.
• Fullsteam Agency: Full-service Finnish concert and festival promoter operating across genres with comparable event portfolio depth in Finland. Directly comparable on booking, production, and ticketing economics for the Finnish live market.
• Tuska Festival: Finnish metal and rock festival held in Helsinki, overlapping directly with NML's Rockfest on heavy-genre audiences. Comparable on production scale, ticketing model, and summer festival economics in Finland.

Regional players

• Way Out West: Premier Swedish summer music festival held in Gothenburg, comparable in format and audience positioning. Regional Nordic peer operating in an adjacent market with similar artist-booking and ticketing dynamics.
• Roskilde Festival: One of Europe's largest non-profit music festivals, held in Denmark with ~130K attendees. Comparable in scale and Nordic operating context, though run as a charity; relevant as a regional benchmark for major-festival economics.

Broad incumbents

• Live Nation Finland: Finnish arm of the world's largest live entertainment company, operating concerts and festivals with global touring artist access. Larger and broader than NML, but directly competes for the same Finnish audiences, sponsors, and arena dates.
• FKP Scorpio: Major German concert and festival promoter (Hurricane, Southside, Deichbrand, Reeperbahn) operating a comparable multi-festival European portfolio. Same business model, larger scale and broader geographic reach.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xtwitter.com/nelonenmedialive
• YouTubeyoutube.com/FestareilleFI
• Facebookfacebook.com/NelonenMediaLive
• Instagraminstagram.com/nelonenmedialive
• LinkedInlinkedin.com/company/nelonen-media

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nelonen Media Live