Spectators during a dress rehearsal of the UMK24 final, the Finnish Eurovision national selection, in Tampere, Finland, on February 10, 2024. LEHTIKUVA
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A new survey has revealed that Finland is home to two million music enthusiasts, with more than 50,000 identified as superfans. The Music Listening in Finland 2024 survey, commissioned by IFPI Finland and Teosto, highlights the growing influence of superfans in the music industry. Conducted by Norstat, the survey polled over 1,000 Finns between the ages of 13 and 75, shedding light on the listening habits and dedication of Finnish music fans.
Superfans, known for their deep connection to their favorite artists, differ from regular fans by participating in paid fan communities, purchasing exclusive concert tickets, and actively engaging with other fans online. In contrast, hardcore fans, who often collect merchandise and follow their favorite artists on free social media platforms, are on the cusp of becoming superfans. In Finland, nearly half a million individuals are considered hardcore fans.
“Superfans show exceptional dedication, traveling long distances for concerts and actively engaging in fan communities,” says Kari Tervonen, Roadmap Director at Omnicom Media Group. Their commitment plays a crucial role in shaping the music industry, as record companies increasingly look to tap into this passionate demographic.
The levels of being a fan of an artist in Finland. Music Listening in Finland 2024 survey.
Finnish-Language Pop Leads the Charts
Finns’ favourite music genres. Music Listening in Finland 2024 survey.
Finnish-language pop continues to dominate the country’s music preferences, retaining its position as the top genre, according to the survey. This marks a shift from previous years when rock and metal held the leading spots. Pop’s popularity spans across all age groups, with hip hop/rap gaining traction, particularly among younger listeners.
“The music preferences in Finland follow a clear age-based trend, from hip hop in the younger generation to rock among the middle-aged, and schlager music for older audiences,” Tervonen explains.
Classical Music Remains Niche
While classical and contemporary music interest 8% of Finns, the survey reveals a relatively weak connection with these genres among the broader audience. Only 28% of respondents could name a contemporary composer they had recently listened to. Classical music listeners tend to be older, with most enthusiasts aged 66–75, particularly in Helsinki and the Uusimaa region.
Finnish Artists Dominate Summer 2024
Finnish musicians have continued to make a mark in 2024, with local artists leading in both radio play and Spotify streams. When asked to name their favorite summer song, respondents frequently mentioned hits such as Juhannusyö by Portion Boys and Kake Randelin, and Luotathan and Timanttei by Mirella and Lauri Haav.
As the music industry evolves, understanding the role of superfans and the preferences of everyday listeners will be key in shaping future strategies for artists, labels, and concert promoters alike.
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Source: www.helsinkitimes.fi
