Live music festivals in Finland are actively seeking to attract younger audiences, including teenagers and families with children. This trend will be evident in the ticket offerings, artist lineups, and festival activities in Ostrobothnia next summer. According to Sami Kerman, CEO of the Event Industry, teenagers are an important demographic for the cultural heritage and future development of festival culture, making their participation essential.

Kerman emphasizes that engaging 13 to 18-year-olds in live music events is a vital part of building cultural habits and rituals. It has been noted that young attendees typically spend less money at events compared to adults, which often relegates them to a smaller segment of the audience unless the events are specifically tailored for them. However, they represent a crucial group within the event industry as they will transition into adult attendees in the future.

The festival organizers are recognizing the significance of young people not just as customers but as vital contributors to the event culture. Kerman argues that rather than blaming young attendees for any disruptive behavior, the industry should focus on creating services and products that appeal to them, ensuring their inclusion and enthusiastic participation in the festival experience.