Introducing weekend festival with director Lola Loog

The Weekend Festival makes its highly-anticipated return to Espoo's Vermo Arena on August 2 and 3, 2024, boasting a stellar lineup of global dance icons.

Headlining this year's event are Timmy Trumpet, Ann Clue, Boris Brejcha, Da Tweekaz, Darude, Deniz Bul, Kanine, Moritz Hofbauer, Showtek, Sub Zero Project, Tungevaag, Vibe Chemistry, and Will Sparks. Additionally, the festival promises even more star power with appearances by Alan Walker, Tiësto, Wade, Miane, Coone, and Dion Visser.

Renowned for its electrifying atmosphere, Weekend Festival has earned accolades as one of Europe's premier electronic music events, drawing over 840,000 attendees from 50+ countries over the past decade.

With a diverse lineup, immersive visual arts, and a vibrant community of music enthusiasts, it guarantees an unforgettable experience for all.

Here we find out more from the people behind it.

How did you get to where you are now as a promoter:

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, when I took on the role of an assistant to a promoter at the Weekend Festival. My responsibilities expanded as I began curating lineups not just for the festival, but also for smaller headline acts and club shows across various genres. By 2018, I was actively participating in the decision-making process for the Weekend Festival lineup. It came to that point in 2020 - 2024 I was booking almost all the acts to Weekend Festival and at the same time doing headline shows to multiple music genres.

What was the initial idea for weekend fest, what inspired it?

Weekend Festival was born in 2012 out of a desire to bring a diverse music festival experience to Finland, at a time when the EDM scene was getting bigger globally. We aimed to introduce an event that echoed the vibrancy and scale of major international festivals, offering Finnish audiences something they hadn't experienced before. Our first festival set the tone with headliners like David Guetta and Skrillex, marking the start of what would become a significant cultural and musical movement in the Nordic region. Our goal was to create an event that not only showcased a variety of music genres but also fostered a sense of community and innovation, making it a landmark event in Finland's cultural calendar.

What are the core values, what makes it unique?

Weekend Festival is centred on providing an exceptional experience, blending the power of music with freedom and joy. Our unique offerings include international acts, cutting-edge stages, and immersive visuals like lasers and pyrotechnics, all contributing to an unforgettable event. Each year, we introduce a new theme, elevating the festival with unique stages, production, and decor. Furthermore, we prioritise safety and a welcoming atmosphere: any form of bullying, violence, or hate speech is strictly prohibited. We encourage anyone who feels unsafe or witnesses inappropriate behaviour to immediately report to security. Our commitment to a zero-tolerance policy for such actions ensures a positive and friendly environment for all attendees. This dedication to innovation, safety, and memorable experiences sets us apart, making every festival a distinct and immersive journey.

How hard is it to put on the event, do the local council or government help and appreciate what you do?

Organising the Weekend Festival comes with its set of challenges, but a strong and collaborative team significantly eases the process. With such a team, managing the complexities of a large-scale event is far more achievable. The local council and government play a crucial role in facilitating the festival, offering support through logistics, permits, and safety measures. Their growing appreciation of the festival's cultural and economic contributions fosters a beneficial relationship, ensuring smoother planning and execution.

Tell us about the location and venues and what they offer?

The Vermo Arena, chosen as the new venue for the Weekend Festival starting last year, offers an ideal backdrop for the event, excelling in both production capabilities and accessibility. With three outdoor stages and an indoor stage designed to mimic the ambiance of a club, the festival caters to a diverse array of musical tastes and performance styles.

Its location is conveniently near multiple train stations and a tram stop, making travel and accommodation hassle-free for attendees. We have planned the event to be held at Vermo for multiple years together with several parties. We are happy to be back in Espoo where the Weekend Festival originates in 2012.

What informs the line-up, what was the thinking behind it?

We really listen to what our fans want to hear at the Weekend Festival. It's the biggest electronic music festival in the Nordics/Northern Europe, and we always aim to bring in top DJs that people love. In Finland, harder electronic music is a big hit, so we're bringing in more of those artists. We've also seen a lot of people getting into underground techno and house music, and we want to make sure they find something great at our festival too. That's why we have one stage just for house and techno music, and another one for the harder stuff. Plus, our grandiose Weekend Stage hosts the biggest DJs and really showcases the top production of the Weekend Festival.

How much does diversity of gender, racism, sexuality and so on inform your bookings?

Diversity is a big part of how we plan our lineup at the Weekend Festival. We know that some music genres, especially electronic dance music, have been mostly male-dominated. We're working to change that by including more female performers and artists from diverse backgrounds. It's important to us to create a more varied lineup, but we do face challenges like matching schedules, dealing with routing, and managing fees. Despite these hurdles, every year we aim to bring more equality to our lineup, focusing on showcasing a wide range of talents regardless of gender, race, sexuality, and more.

What about using local artists and talent to help put on the festival? Is that a part of what you do?

Yes, featuring local acts is a crucial aspect of our festival. Every year, we dedicate a special stage exclusively for local artists. This not only highlights their unique sounds but also gives them a platform to reach a wider audience within our festival. We believe in supporting and showcasing local talent, as it enriches the festival experience and helps in nurturing the local music scene.

What are you most excited about for this year's event?

This year, we're thrilled to introduce attendees to our new and grand production along with innovative stage designs that are unmatched by any other festival in the region. Our goal is to provide unique experiences that can't be found elsewhere, ensuring that each moment at the festival is unforgettable.

Moreover, we're also excited about the diversity in our lineup. We've made a concerted effort to broaden the range of genres represented at the festival, ensuring that fans of electronic music, regardless of their preferred style, will find something that resonates with them. This year, whether you're into drum n bass, techno, hardstyle or any other genre, you'll find a space that feels like it was curated just for you. It's all about bringing people together through their shared love of music while also offering them the chance to explore and appreciate new sounds.

What tips do you have for anyone going to the area for the first time?

Enjoy every bit of the festival as a full on experience. Production, lights, sounds, music, people and don’t forget to have a good time. Check out all the stages, installations, and since the festival showcases local talent, take this opportunity to discover new music. Also! 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.