Seinäjoki Vauhtiajot festival attracts nostalgia-seeking crowds with new Jyrki retro stage

This summer, the Seinäjoki Vauhtiajot festival introduced a new feature: the Jyrki retro stage, which showcased artists from the 1990s and early 2000s. Named after the popular music program “Jyrki,” the stage attracted audiences from various generations eager to enjoy the nostalgic performances of artists like Pandora and Movetron.

Movetron’s audience comprised both longtime fans from the ’90s and younger listeners who discovered their music through parents or friends. An 18-year-old celebrating their birthday shared that they had been listening to Movetron since childhood thanks to their parents, and they appreciated experiencing their parents’ youth through music.

According to cultural historian and emeritus professor Seppo Knuuttila, parents significantly influence their children’s music preferences, often introducing them to the music of their own youth. He notes that nostalgia is also prevalent among those under 20, creating a lasting connection to childhood memories.

Knuuttila suggests that the continued popularity of ’90s and 2000s music among youths stems from this nostalgia, even for those who did not live through that era. He argues that nostalgia is a selective memory that plays a crucial role in the emotional resonance of music.

Meanwhile, Movetron, now celebrating its 30th anniversary, continues to perform actively. Lead singer Päivi Lepistö reported that the band played 11 gigs in June and 10 in July. While the band struggles to fully explain their popularity, they believe nostalgia plays a significant role alongside their appealing songs.

The Vauhtiajot festival itself experienced record attendance, drawing nearly 40,000 visitors despite the absence of traditional racing events, as reported by Yle.