Augustibluus
Augustibluus is an Estonian non-profit that organizes the annual Augustibluus blues festival in Haapsalu, the oldest and largest such event in the Baltic region, serving ~10,000 attendees across 3 days and 10+ stages with international headliners.
- Company typePrivate
- Founded1994
- HeadquartersHaabneeme, Estonia
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Augustibluus does
Augustibluus (legal entity: MTÜ Augustibluus) is an Estonian non-profit association that organizes the annual Augustibluus blues music festival in Haapsalu, Estonia. Founded in 1994 by Gülnar Murumägi and Roman Sultangirejev and operated since 2008 by MTÜ Augustibluus jointly with LAG Muusikaagentuur, the festival spans 3 days (July 31 - August 2, 2026 for the 32nd edition) across more than 10 stages and approximately 40 concerts and events, drawing performers from over 10 countries and nearly 10,000 visitors annually. The main stage is anchored at Haapsalu Bishop's Castle, with daytime events at the historic railway station and additional performances distributed across local restaurants, cafés, the cathedral, and the cultural center, making the medieval seaside resort town itself a core product feature.
The revenue model combines tiered ticket sales (Festival Pass €85-95, Day Pass €60, VIP €150, Lifetime Pass €600) distributed through Piletilevi and Ticketmaster Finland, a diversified sponsorship book led by Salva Insurance and Holm Bank alongside Viking Line, Cramo, Saku, Tridens, and Selver, and public-sector grants from the Enterprise and Innovation Foundation (€235,000 EU Cohesion Policy Fund, 2026-2028) and the Estonian Cultural Endowment (Kulka). The festival is event-driven, with most events free and ticket revenue concentrated on the headline Bishop's Castle concerts. Go-to-market is omnichannel: organic social (Facebook, Instagram, YouTube), a multi-language website (Estonian, English, Finnish, Spanish), and partner-driven promotion through Visit Estonia. There is no proprietary technology, no AI/ML capability, and no mobile app; the operational stack is conventional for a community-rooted cultural festival.
Augustibluus firmographics
Firmographics- Name
- Augustibluus
- Legal name
- MTÜ Augustibluus
- Website
- https://augustibluus.ee
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Augustibluus is an Estonian non-profit that organizes the annual Augustibluus blues festival in Haapsalu, the oldest and largest such event in the Baltic region, serving ~10,000 attendees across 3 days and 10+ stages with international headliners.
- Ownership category
- akta.pro rank
Augustibluus industry classification
Industry- Product category
- Live Music Festival
- NAICS
- Arts, Entertainment, and Recreation (71)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Concerts & Music Festivals (THAJAFAA)
- akta.pro secondary industries
- Cultural Festivals & Events Organizations (BPAGAHAG), Community Music & Dance Festivals (Non-Commercial/Local) (MPAGAEAH)
Keywords
Where Augustibluus is headquartered
LocationHeadquarters
- HQ city
- Haabneeme
- HQ country
- Estonia
- HQ region
- Europe
Offices1 record
Markets served
Augustibluus business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Others
Revenue model
- Ticket Sales: Festival passes, day passes, and individual concert tickets sold through Piletilevi and Ticketmaster platforms.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Festival Pass - 4-day access to all concerts and nightclubs |
| One time/ perpetual license | Pay-as-you-go | Day Pass - Bishop's Castle on Friday |
| One time/ perpetual license | Pay-as-you-go | Day Pass - Bishop's Castle on Saturday |
| One time/ perpetual license | Pay-as-you-go | Lifetime Festival Pass |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Augustibluus product offering
Product offeringCore offering
Augustibluus organizes and operates the annual Augustibluus Blues Festival, the Baltic region's oldest and largest blues music festival, held over three days in Haapsalu, Estonia. The festival features nearly 40 concerts and events across more than 10 stages with performers from over 10 countries, primarily at the medieval Bishop's Castle venue, and sells tickets through online platforms and on-site box offices.
Product overview
Augustibluus is a single, unified festival product - the Baltic region's oldest and largest blues music festival. The product portfolio consists of the core festival event and various ticket products: Festival Pass (3-day access), Day Pass for the Bishop's Castle, and Lifetime Festival Pass. The festival takes place over 3 days (July 31 - August 2, 2026) at multiple venues in Haapsalu including the Bishop's Castle (main stage), railway station, promenade, and various clubs and restaurants.
Differentiator
Problem solved
Functional benefit
Products and services
- Augustibluus Festival
- Festival Pass
Quantifiable outcome
- Nearly 10,000 visitors annually
- +2 more outcomes
Companies that use Augustibluus
Customer profileSegments1 record
Ideal customer profiles1 record
Augustibluus technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Augustibluus partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- City of HaapsalucoreHost city providing support and infrastructure for the festival. Festival is a key cultural event for the city's tourism and reputation.
- Salva InsuranceminorEstonian-owned insurance company founded in 1993, one of Estonia's leading full-service insurance companies. Presents Augustibluus as main sponsor.
- Holm BankminorEstonian bank helping individuals and businesses bring plans to life. Invites guests to Augustibluus.
- Viking LineminorFinnish shipping company operating cruise and ferry services. Sponsors the festival.
- CramominorEquipment and tool rental company. Presents Augustibluus as sponsor.
- TridensminorEstonian alcohol distributor. Festival supporter.
- ForusminorEstonian sports and leisure centers. Festival supporter.
- SakuminorEstonian brewery and beverage company. Festival supporter.
- MetaprintminorPrinting company. Festival supporter.
- SelverminorEstonian supermarket chain. Festival supporter.
- KidrakuurminorRestaurant and entertainment venue in Haapsalu. Festival supporter and nightclub venue.
- RannarootsiminorCoastal Swedish restaurant in Haapsalu. Festival supporter.
- Visit EstoniaminorEstonia's official tourism promotion organization. Co-funded by European Union.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Augustibluus competitors and assessment
Company assessmentBroad incumbents
- Pukkelpop: Major Belgian multi-genre music festival with international headliners and multi-stage format. Comparable as a large-scale European music festival operator with similar multi-day, multi-venue structure, though broader in genre.
- Glastonbury Festival: The UK's largest greenfield music festival and a global benchmark for multi-stage, multi-day music events. Comparable as a long-running iconic music festival brand with a similar artist-driven model, though at dramatically larger scale.
- Sziget Festival: One of Europe's largest music festivals, held annually on an island in Budapest, Hungary. Comparable as a major multi-day European music festival with international headliners, similar multi-stage format and a similar reliance on EU-region international tourism.
- Chicago Blues Festival: The largest free blues festival in the world, held annually in Grant Park, Chicago. Comparable as a globally recognized blues festival with free general programming and a strong artist roster, though at materially larger scale and a longer history.
Regional players
- Tallinn Music Week: Estonia's flagship multi-genre music festival and conference in Tallinn. Comparable as a domestic Estonian music festival operator targeting international audiences and sponsors, though focused on contemporary/urban genres rather than blues.
Direct peers
- Pori Jazz Festival: One of the oldest jazz/blues-adjacent festivals in Northern Europe, held annually in Pori, Finland since 1966. Closely comparable as a Nordic/Baltic-adjacent genre-rooted festival with international headliners, multi-venue format and similar Northern European audience dynamics.
- Notodden Blues Festival: Norway's leading blues festival, held annually since the late 1980s. Closest comparable to Augustibluus as a dedicated European blues festival with international headliners, a strong regional brand position and similar multi-day format.
- Rawa Blues Festival: One of Europe's largest indoor blues festivals, held annually in Katowice, Poland. Direct genre and format peer, featuring international blues headliners from the USA and UK over a multi-day program.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Augustibluus social profiles
Digital presenceAugustibluus financial estimates
Financial estimateRevenue estimate
Valuation estimate
Augustibluus leadership team
Management profileNumber of profiles
Profiles3 records
Augustibluus funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Augustibluus M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Augustibluus
What does Augustibluus do?
Augustibluus organizes and operates the annual Augustibluus Blues Festival, the Baltic region's oldest and largest blues music festival, held over three days in Haapsalu, Estonia. The festival features nearly 40 concerts and events across more than 10 stages with performers from over 10 countries, primarily at the medieval Bishop's Castle venue, and sells tickets through online platforms and on-site box offices.
Is Augustibluus a public or private company?
Augustibluus is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Augustibluus founded?
Augustibluus was founded in 1994. It employs 1 to 10 people.
Where is Augustibluus based?
Augustibluus is headquartered in Haabneeme, Estonia, in the Europe region.
How does Augustibluus make money?
One revenue line is on record: ticket Sales.
Who are Augustibluus's main competitors?
Broad incumbents on record are Pukkelpop, Glastonbury Festival, Sziget Festival and Chicago Blues Festival. Tallinn Music Week is listed as a regional player. Direct peers are Pori Jazz Festival, Notodden Blues Festival and Rawa Blues Festival.
Does Augustibluus have an API?
No public API is recorded for Augustibluus.
What industry is Augustibluus in?
Augustibluus's product category is Live Music Festival. Its primary akta.pro industry code is THAJAFAA, Concerts & Music Festivals, with a secondary code of BPAGAHAG, Cultural Festivals & Events Organizations. Its NAICS code is 71 and its SIC code is 7900.