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Finnish government promotes heavy metal and exchange with Latin America

“Come to Latin America” project seeks cultural promotion and breaking down prejudices against style

The metal can be considered an outcast in many nations of the globe. However, in Finland, this is a very present musical style and quite prestigious by the population, with a wide presence in the major media, radio and, therefore, in the lives of the country’s inhabitants.

One of the most comprehensive actions of the government, to promote this tradition, is the financing of projects through the Ministry of Education and Culture. On the agenda at the moment is the “Come to Latin America” contest, aimed at emerging Finnish metal bands, with the aim of spreading the music and collaborating with the breaking of some prejudices that still exist around it. The project in hybrid format expects to reach approximately 10 million people, including judges, participating public and attractions.

The competition’s jury, made up of more than 100 Latin American musicians, journalists, broadcasters, festival organizers and live entertainment professionals, chose the three finalist bands, and now it will be the public’s turn to choose the winner. The award will be a distribution agreement with Nuclear Blast – through its subsidiary Blood Blast – one of the largest niche labels in the world and which acts as a partner in this initiative.

To vote for one of the three, which are the bands Luna Kills, girl and Where’s My Biblean interactive platform has been created and will be live from June 28, 2022.

Finland and Latin America connected by metal

Rock and heavy metal have become a Finnish export, particularly since the turn of the millennium. Numerous groups from this nation have been positioning themselves on the international circuit, in which Brazil, Chile, Argentina, Mexico and Uruguay have a large share. According to the global music report by IFPILatin America is the most important market, registering 85% of downloads on streamingwith a growth of 31% in 2021, compared to the previous year.

The Minister of Science and Culture of Finland, Petri Honkonencommented on the case. “The region’s rapidly growing market is also attracting new bands. In addition, they have a loyal fan base in Latin America, which creates a strong platform for success. The exchange is especially important now, given the instability we are experiencing in Europe, leading artists to have uncertainties in several ways.”evaluates.

the businesswoman Nina Fucreator of the project, was inspired by living in Chile and Brazil, and comparing the similarities between both and the Nordic Europeans. “Despite the distance and differences, there is a very strong and deep metal scene. This caught my attention a lot and that is why I had the idea to develop this proposal”, he explains.

She adds that her motivation is to amplify her impact on modern society. “I believe that the world is currently measured too much by achievements and financial indicators. When studying Business Administration at Getúlio Vargas, in São Paulo, I understood that we need to expand the space of culture. Heavy metal is Finland’s gift to Brazil’s large and diverse collection, with the aim of increasing participation in the daily lives of the people of this beautiful country”, evaluates.

“The winning band is planning to tour Latin America. We are asking for more funding. We will continue to cooperate with Brazil – one of the biggest exporters of good music in the world.”

Heavy metal and Finland

According to the online database Metal Archives, the country has more than two thousand bands of the style. Also according to the platform, a decade ago Finland had the highest number of heavy metal groups per capita in the world, with 54 per 100,000 inhabitants. Neighbors Sweden and Norway were right behind, with 27. Today that number exceeds 60, maintaining the first place overall.

This solid scenario is explained by the government’s commitment to support local customs and gender. No wonder the prime minister, Sanna Marinappears in several official ceremonies wearing his inseparable leather jacket, in the best Rock and Roll style.

This is not just a reflection of fashion, but also an attitude of life, as it deeply permeates that society. Its reach also extends to the business world. the multinational Nokiawhich has a strong presence in the global technology market, has shown enthusiasm and support for the “Come to Latin America” project, and has in its workforce people who appreciate it, such as the brand’s CEO in Brazil, Ailton Santos Filhomusician, mathematician by training and appointed as the godfather of this idea.

“One of the things that differentiates art from technology is that the latter always seeks perfectionism, while the other is a more human form of expression, where we can dare to be ourselves, with our virtues and mistakes. So I decided to support our young fellow musicians in their development process, as well as entering the Finnish scene.”explains the manager, who adds: “Music is universal and connects people”.

Going beyond the intention of promoting the development of new and emerging artists, Santos tells how this is reflected in other aspects of life and in the professional sphere. “Leading a band and playing on stage has contributed a lot to my career in the corporate world. Being connected by a common purpose, which is how sound educates us, as it is a universal language, allows all of this to be applied to the leadership of a company, organization and/or any type of work”says.

Another name linked to the style and which works with great prominence in the health area is Ville Vänniwho for years was part of the important band Insomnium. The former guitarist, now working as a medical surgeon, spoke about the impact of gender on the community. “Today he is at all levels of society; it is not for the elite, nor for the middle class, nor for those with fewer resources. It’s something ingrained and part of our culture.”emphasizes.

In turn, the Brazilian Daniel Medeirostoday community manager of supercella Finnish video game development company, says that when he was young, his favorite band was HIM. “I found out they were from there, a country known for its high level of education and quality of life. Later, when I wanted to find a job in the video game industry, this location immediately came to mind. In other words, if I wasn’t initially interested in Finland because of HIM, and I didn’t know that it is one of the best countries in the world to live in, I would never have come to work here.”reveals.

“Come to Latin America” is a project that aims at cultural exchange and promotion from Finland to the world, and whose chapter we are now experiencing is the first of many others.

For more information, visit: www.cometolatinamerica.fi

Source: Rollingstone

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