Seinäjoen Tangomarkkinat, the renowned tango festival, is set to take place this week amidst promising weather forecasts. The anticipation is high as the festival’s CEO, Pasi Ojala, glances at the weather forecast with satisfaction, predicting clear skies and even possible heat for Seinäjoki in the coming days. Leading the tango event since 2021, Ojala is delighted that, for the first time during his tenure, there might not be a drop of rain falling over the festival grounds.
The festivities kick off on Wednesday evening, with the main event days scheduled for Thursday, Friday, and Saturday. The highlight of Saturday evening is the tango singing competition, where, for the first time, the audience will select the Tango Queen and King. Enthusiasts can catch the final and other concerts of the Tangomarkkinat through live broadcasts, such as on Yle Areena.
Ojala refrains from setting a precise visitor target for this year’s event, noting that some activities are free of charge, and attendance at ancillary events does not directly impact the festival’s financial outcome. However, surpassing last year’s visitor count of 49,000 would be ideal. “If the number starts with a five, we would be very pleased,” Ojala remarks. While the primary goal of the Tangomarkkinat is a positive financial result, a negative outcome would not be catastrophic. Ojala emphasizes the ability to withstand minor losses, attributing this resilience to recent years’ efforts in innovation and development. The aftermath of the pandemic has bolstered their financial standing, enabling them to sustain the event independently, regardless of positive or negative years. Nevertheless, the ultimate aim remains a positive financial outcome.
In addition to weather, the festival’s success hinges on the appeal of its performers to the audience, influencing their decision to invest time and money in the event. Ojala highlights the fierce competition for the most captivating artists, even among events in Seinäjoki. Provinssi, Tangomarkkinat, Vauhtiajot, and OmaSP Stadium vie for the same artists. Ojala recalls Vesterinen, who performed at Tangomarkkinat last summer, appearing at Provinssi in June and scheduled to perform at OmaSP Stadium in August. The pricing strategies of prominent Finnish artists, whose tickets are in high demand, further complicate the situation. Despite the promising rain-free forecast, uncertainties loom. “Running events is not an easy business,” Ojala reflects.
As the stage is set for Seinäjoen Tangomarkkinat, the convergence of weather, artist appeal, and audience interest will determine the success of the festival. The anticipation is palpable, with organizers prepared for any outcome, knowing that the spirit of the tango will carry them through, rain or shine.
