When Providence Equity Partners bought up Sziget and its sister / satellite events early last year, the message sent by the investors was that the group will continue to expand its event portfolio – and now it does. A few days ago, Superstruct Entertainment, led by Creamfields founder and former Live Nations executive James Barton, has announced that it bought into one of Finland’s biggest arts and music events, Flow Festival. Details about the deal called “an investment and partnership agreement” were not disclosed.
This is the fourth similar deal struck by Superstruct, after investing in Norway’s Øya Festival in August, Sónar Festival in May, and investing in Spanish promoter Elrow in February.
“This is a great development for Superstruct and consistent with our strategy of partnering with outstanding live music and arts festivals in Europe,” Barton told the press. “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.”
“Given the accelerating global competition, we want to ensure Flow is able to offer the highest-quality experience,” Tuomas Kallio, Flow’s Chairman of the Board and artistic director added. “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.”
Flow Festival is a music and arts festival taking place each year, since 2004, in August in Helsinki, Finland, with the next edition scheduled for 9-11 August 2019. Over the years, it has been headlined by acts like Iggy Pop, Björk, Nick Cave & The Bad Seeds, Public Enemy, and many other major names. This year, the event had a headline consisting of over 140 acts and attracted more than 80,000 visitors. Flow was nominated for the “Best Medium Sized Festival” at the 2013 European Festival Awards.
(Photo credit: Flow Festival’s Flickr)