Oulu2026 was prominently featured at the Music x Media event, highlighting future opportunities in the music industry and the role of culture in a changing world. The panel discussion focused on the transformation of the music industry, the possibilities of artificial intelligence, and how culture can be a driver of growth and community spirit in the Finland of the future.
Oulu was selected as the European Capital of Culture for 2026 in 2021 after a rigorous application process. The decision was made by a panel of European experts based on applications and city visits.
Oulu2026 also played a prominent role at the Music x Media event on September 25–26. On Friday, Oulu2026 organized a thought-provoking discussion event featuring futurist Minna Koskelo, future artist Auri Antinranta, and Oulu2026 program manager Henri Turunen. Although the panel also identified factors that could limit the development of the music industry, the focus was primarily on the future opportunities for the industry.
In addition to the panel discussion, Oulu2026 also had a stand at Music x Media, where inspiring small talks were held on various topics related to the Capital of Culture year.
Future thinking as a tool
In her speech, Minna Koskelo divided future thinking into three principles: the future cannot be predicted, the future is not predetermined, and through foresight, future opportunities can be seized and the future can be shaped. Future thinking has proven concrete benefits. It increases the profitability of companies and supports faster growth, broadens thinking, and helps identify new opportunities.
The introductory presentation highlighted several signs of change that will affect the future of the music industry. New revenue models are constantly emerging in the market, meaning that money no longer passes through middlemen, but artists themselves receive greater compensation for their work. Artificial intelligence is also shaping the music world and, for example, copyrights.
Another topic of discussion was cultural climate change, which is the main theme of Oulu2026. The goal of cultural climate change is to create a permanently richer cultural life that brings together people from different backgrounds, generates joy and fun, but also deepens understanding and creativity.
What does European Capital of Culture mean and how is it reflected in Oulu?
The European Capital of Culture program is one of the European Union’s most visible cultural projects. The title offers Oulu and the whole of Northern Finland an opportunity to showcase their culture, attract international visitors, and strengthen their position as a creative event city. It is not just about one city, but a cultural program that extends across a total of 40 municipalities in northern Finland.
The Capital of Culture year will bring in tourists, increase vitality, and offer benefits to a wide range of operators, such as hotels, restaurants, and other tourism operators, as well as the creative industries, of course. Oulu2026 is run by the Oulu Cultural Foundation, which works closely with the city and operators in various fields.
Culture every day of the year
The Oulu2026 cultural program is not just about large-scale productions, but also ideas and projects from local and international artists, associations, and communities. It includes everything from exhibitions and festivals to sports competitions, street events, and digital cultural experiences. The program can be seen in a wide range of venues, such as theaters, libraries, and shopping centers, but also on nature trails, street corners, and in the countryside.
The European Capital of Culture program can be experienced every day of 2026. Oulu and its surrounding area offer something for everyone and invite everyone to be part of a major cultural climate change. However, the goal of Oulu2026 is not just a year-long cultural celebration, but also permanent change: new operating models, stronger networks, and a more vibrant cultural city.
”Oulu is and always will be a city of technology. In the future, we also want to be a bold city of culture, because we believe that culture plays a significant role in creating hope and success”, states the Oulu2026 website.