Experiences and well-being: SHIFT x Turku Music Festival
SHIFT Business Festival and Turku Music Festival have found partners and sparring partners in each other. The collaboration between the events brings new audiences, inspiration and impact to both events.
SHIFT Business Festival has found an importantâalbeit somewhat unconventionalâpartner in the world of culture: it is working closely with the Turku Music Festival.
"Both business and art require a great deal of creativity and innovation. In fact, these two worlds share more similarities than one might think," says Carita Varjonen, CEO of SHIFT.
Such boundary-crossing partnerships are still rare. Jussi Merikanto, CEO of the Turku Music Festival, considers this collaboration an innovative and even radical move.
"Collaborations between classical music and the business world have been minimal, so this is quite exceptional and new. I see it as a dismantling of old narratives, showing that we are not stuck in the past. Instead, we are a forward-looking, innovative, and bold player," Merikanto states.
Follow us on: 
In his view, the convergence of the arts and the business world is not only naturalâbut necessary in todayâs landscape.
"We are both part of the experience economy, constantly seeking exciting new partners."
Boldness and Attitude as a Common Thread
Joint Christmas concerts, musical performances embedded in SHIFTâs program, and even the chance for companies to hear their own jingle performed live have brought these two events closer together.
The collaboration offers audiences from both events a taste of a world they might not be familiar withâone that could turn out to be surprisingly captivating. Ideally, a culturally inclined audience may become inspired by technology, and someone interested in business development might discover the healing power of culture.
At their core, both events share more similarities than differences.
"What unites us is boldness and attitude, as well as the fact that we both provide platforms for unique experiences," summarize Varjonen and Merikanto.
While all eventsâSHIFT and the Music Festival includedâcompete for peopleâs time, attention, and money, two ambitious, top-tier events in their respective fields also have the opportunity to help and challenge each other to improve.
"The collaboration has grown organically over the years, always evolving toward a more immersive experienceâwhich is something both events are known for, and something deeper collaboration enables," they add.
More Appeal and Greater Impact
Unexpected and diverse partnerships like this also strengthen Turkuâs positionâand that of the surrounding regionâas a dynamic and attractive city for events, increasing its vitality and appeal.
Carita Varjonen concludes that the partnership between SHIFT and the Music Festival supports the Turku brand, both nationally and internationally. Both events add significant value to the regionâs cultural offerings and enhance its tourism potential.
The collaboration gives both festivals longer-term impact and enables them to participate in broader societal conversations.
"Together, we can also highlight important themes such as sustainability, diversity, and social impact, and promote values that matter deeply to our region," says Varjonen.
Information: ePressi / SHIFT