60 seconds with Weekend Festivals Lola Loog UMVS 250k
Espoo's Vermo Arena will host the highly-anticipated Weekend Festival on August 2 and 3, 2024, featuring a stellar lineup of global dance icons such as Timmy Trumpet, Ann Clue, Boris Brejcha, Da Tweekaz, Darude, Deniz Bul, Kanine, Moritz Hofbauer, Showtek, Sub Zero Project, Tungevaag, Vibe Chemistry, Will Sparks, Alan Walker, Tiësto, Wade, Miane, Coone, and Dion Visser.
Recognized for its electrifying ambiance, the festival has attracted over 840,000 attendees from 50+ countries over the past decade. With diverse music, immersive visual arts, and a vibrant community, it ensures an unforgettable experience.
In this interview the people behind the festival reveal more.
Introduce yourself and tell us your role with weekend festival?
Hi, I'm Lola Loog, a 26-year-old music promoter. Right now I’m based at All Things Live Sweden, but I've been working with the Weekend Festival Finland since 2017. I'm dedicated to booking artists, focusing on a mix of diverse music, showcasing new talent, and creating event schedules that transform clubs and festivals into non-stop celebrations. At the moment I’m booking almost all the acts to Weekend Festival and at the same time doing headline shows to multiple music genres.
How hard is it to put on this festival each year?
Putting on this festival every year is a non-stop job. There's always something to do, but thankfully, we've got an amazing team that knows how to handle even the toughest situations. It really all comes down to teamwork. Together, we manage to pull through the challenges and make the festival happen. It's hard work, but working closely as a team makes it all possible and, ultimately, very rewarding.
You head back to Espoo again - why is it so special?
Espoo is where it all began for us with the literally ground breaking Weekend Festival in 2012. Over the years, Espoo has earned a special place in our hearts, and being able to return here feels like we're coming home. We're thrilled to call Espoo the home of Weekend Festival once again.
What are the best bits of working on it all year?
The best part is seeing a small idea that you just spoke about turn into reality. There's something amazing about watching all those ideas and creative thoughts come to life during the festival weekend. It's a feeling that's hard to describe, but it's incredibly rewarding to see everything you've imagined actually happening right in front of you.
How has the local and national scene evolved in the years you've been doing weekend festival?
Electronic music is all about equality and love and the scene hasn’t changed a bit. Dance music has always had its fans in Finland, but it really took off during the 2010s. That was like the golden age for EDM in Finland. At the same time, the underground music scene, which has always been around and doing its own thing, started getting more attention from the mainstream. Now, we're seeing more and more underground artists and their music at our festival. It's great to see this mix of music getting bigger and more people getting into it. We're happy to be part of this change, bringing a wide variety of music to our festival goers.
Tell us about some of the amazing production people can expect?
Theme for 2024 is Disco Nation. Stages and production is going to be something special for the unique experience that has not ever been seen before. We're pulling out all the stops to create a unique experience. Expect dazzling lights, incredible sound, and a vibe that'll take you straight to a disco paradise. We're making sure this is one for the books.
What are you most proud of having achieved over the years?
I'm really proud that we've made so many people happy with our music festivals. Just knowing we've helped lots of folks have a great time and enjoy their favorite tunes means a lot to me.
What else have you got coming up?
We've got some exciting new events planned for the year, each with its own special twist. We're keeping the details under wraps for now, but trust me, you won't want to miss what we have in store. Stay tuned for some surprises that we're really excited to share with everyone soon.
Why should people come in they haven't been before?
If you haven't been to the Weekend Festival yet, you really should check it out. It's not just another music event. It's a huge party where you get to see amazing music acts, awesome stage setups, and hang out with really cool people. The whole festival has a vibe that's hard to find anywhere else – it's like everyone's there to celebrate and have a good time together. Plus, the sense of community is something special. You'll feel it the moment you get there; it's like being part of a big festival family. So, if you're into good music and making new friends, this is the place to be.
What is there to do outside the music?
Enjoy the people, installations and festival area and don’t forget to check out what the capital region of Finland has to offer. Helsinki in the summertime is truly special, with its vibrant culture, beautiful landscapes, and lively atmosphere. Take some time to explore beyond the festival grounds.
