ESNS Reflects On Growing Economic Benefit In Anniversary Year

The 40th edition of Eurosonic Noorderslag (ESNS) concluded on the night of Jan. 17 in Groningen, Netherlands, with an impressive line-up of Dutch talent at Noorderslag.

The last day of ESNS is traditionally dedicated to homegrown talent, but across all four days, Jan. 14-17, almost 300 European acts from 39 countries performed across multiple venues in the city of Groningen.

Approximately 40,000 fans attended the festival, including 4,000 professionals attending the sold-out ESNS conference.

ESNS kicked off Jan. 14, opened by the Dutch queen Máxima and ESNS MD Anna van Nunen, with the Eurosonic festival concerts starting straight after across venues inside De Oosterpoort.

On Thursday, Jan. 15, and Friday, Jan. 16, Eurosonic took over venues spread across the entire city centre of Groningen, with emerging European acts showcasing their talent across 18 stages to thousands of music lovers and industry professionals.
Oosterpoort.

The Popprijs, awarded annually to the band or artist who has made the most significant contribution to Dutch pop music in the past year, went to Suzan & Freek.

The annual Music Moves Europe (MME) Awards went to Sofie Royer (Austria), Camille Yembe (Belgium), Sarah Julia (Netherlands), Della (Cyprus), and Carpetman (Ukraine). Lia Kali (Spain) took home both the Grand Jury Award and the Public Choice Award.

The European Festival Awards, the IJzeren Podiumdieren, the Pop Media Prijs, and the Pop Stipendium were also presented this year.

More than 520 speakers participated in panel discussions, workshops, and keynotes on a wide range of thought-provoking and current topics at the ESNS Conference.

Under the overarching theme of Europe Calling, ESNS’s organizers reflect “on a successful anniversary edition,” according to the final press release.

Telling Stories, Talking Shop & Treading The Boards: ESNS Turns 40

For the third time, the team conducted an economic value analysis, which confirmed the festival’s growing value to both the city and the province of Groningen.

The economic impact has grown to a record high of €13.4 million ($15.5 million) for the city and surrounding area, according to the third social cost-benefit analysis (SCBA), which shows that ESNS generated €7 million ($8.1 million) for the city of Groningen by 2025 (previous measurements in 2018 and 2011 showed €4.4 million and €1.7 million, respectively) and €6.6 million ($7.7 million) for the province of Groningen (previous measurements in 2018 showed €4.5 million).

The significant increase in economic value since 2011, when the first SCBA was undertaken, is the result of several developments, including the publicity surrounding ESNS, which “has grown significantly, particularly through online media,” according to organizers.

Inflation has also played a role since the previous survey in 2018. The number of conference participants and festivalgoers in January has “increased significantly. Furthermore, there has been a clear growth in the number of visitors to concerts held throughout the year since 2011, underscoring the structural impact of ESNS. This demonstrates that culture is a significant economic player and makes a direct contribution to the leisure economy.”

In the long-run, over a 100-year period (2025–2124) – a standard measurement in a social cost-benefit analysis – ESNS represents a social value of €276 million ($320 million) for the city of Groningen and €262 million ($304 million) for the province of Groningen.

Comments:

Anna van Nunen, managing director of Eurosonic Noorderslag, commented, “this analysis confirms what we’ve been seeing in practice for some time: ESNS has grown into a strong and recognizable brand with great value for Groningen. The combination of talent development, international visibility, and strong ties to the city and region creates a lasting impact, both culturally and economically.”

Carine Bloemhoff, councillor of the municipality of Groningen, said “The results of this study show that Eurosonic Noorderslag not only has significant cultural value but also provides a significant economic boost to our city. The festival attracts visitors and artists from the Netherlands and abroad, strengthens our profile, and makes a structural contribution to employment and local businesses.”

Susan Top, Member of the Provincial Executive of Groningen, added, “It’s encouraging to see that our government investments are relatively small compared to what ESNS brings to the surrounding area. The proceeds from our support don’t go directly to ESNS, but they do benefit the city and the region. This clearly demonstrates how valuable ESNS is to Groningen.”

Early bird sales for ESNS 2027 delegate passes begin on Jan. 30, 2026. Artists can apply to play at the showcase festival starting March 1.

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