In a reflective piece, the author discusses the diminished excitement surrounding the Uuden musiikin kilpailu (UMK) in Finland, particularly as it approaches this year’s event. Unlike in previous years, there is a noticeable lack of conversation on social media and in everyday discussions, where other events, notably the Olympics, are currently taking precedence. This decline in buzz suggests that many have forgotten about UMK, a competition integral for selecting Finland's representative for the Eurovision Song Contest.

The article highlights how UMK was established out of the necessity to adequately select a Eurovision contestant each year. The rules explicitly require the winner to represent Finland at the Eurovision, emphasizing the importance of this event in Finnish popular culture. Historically, UMK has been a platform for national participation in a European event, engaging fans and sparking conversations. However, the apparent disinterest leading up to the forthcoming competition raises questions about its relevance in contemporary Finnish society.

The core of the UMK discussions used to revolve around speculating who would win and represent Finland at Eurovision, often accompanied by passionate debates among supporters of various contestants. Yet, the article suggests that this year may not see the same level of fervor, with many simply feeling indifferent about the possible outcomes. As the competition deadline looms, the author posits that without significant cultural engagement, UMK risks becoming an afterthought, highlighting the shifting focus of Finnish public interest in cultural events.