Superstruct Entertainment Buys Into Flow Festival Finland
Flow Festival, which takes place annually in the Finnish capital of Helsinki, announced today that it entered into an investment and partnership agreement with Superstruct Entertainment.
The Founders of Flow, Tuomas Kallio, chairman of the Board and artistic director; Suvi Kallio, managing director; and Toni Rantanen, artistic director of electronic music, will continue to lead the company and remain shareholders.
They believe that the investment by Superstruct will enable the festival to maintain its position as one of the most important festivals in Europe, where competition in the market has been increasing a lot over the past years and started to affect ticket sales of several of the continent’s promoters.
“Given the accelerating global competition, we want to ensure Flow is able to offer the highest-quality experience. By partnering with Superstruct, we will be able to not only improve our existing event in Finland – including continued development of the Suvilahti event area – but simultaneously collaborate with a chain of quality events,” Tuomas Kallio said.
Superstruct is backed by Providence Equity Partners, and headed by James Barton, founder and CEO of global clubbing brand Cream and Creamfields festivals, and Live Nation’s former president of electronic music, who also commented: “This is a great development for Superstruct and consistent with our strategy of partnering with outstanding live music and arts festivals in Europe. We have been big fans of the Flow Festival for a number of years now and look forward to supporting the experienced management team solidify its market-leading position in Finland.”
Kendrick Lamar, Arctic Monkeys, Patti Smith, Ms. Lauryn Hill, Bonobo, St. Vincent, Lykke Li, Fleet Foxes and many more performed at this year’s Flow Festival, which took place Aug. 10-12 and welcomed some 84,000 visitors over the weekend.
Next year’s edition marks the 16th Flow edition. The date has been set for Aug. 9-11, no artists have been announced yet.
Superstruct also has stakes in Hungary’s biggest festival Sziget, Spanish brands elrow and Sónar Festival, Øyafestivalen in Norway and more.