Young Finns embrace schlager music in rural dance halls

A dance hall in Kainuu has become a gathering place for young Finns, with over a third of tickets for a Kake Randelin concert sold to attendees under 25, reports Yle.

Schlager music remains popular among young people, particularly outside major cities. In eastern and northern Finland, more than half the population listens to the genre, compared to just over a third in the Helsinki region, according to Kari Tervonen, lead researcher at Omnicom Media Group.

Tervonen, who has led studies on music listening habits in Finland, notes that the genre’s appeal in smaller towns stems from a shared cultural identity. In cities, it often serves as a deliberate distinction.

Randelin, who began his career in the 1970s, attributes the enduring popularity to early exposure. “It was a kind of forced feeding,” he said, referencing a time when music was played from cassettes, exposing younger generations to schlager whether they wanted it or not.

Many young attendees at Naapurinvaara dance hall, including 18-year-old Iida Lukkari and her friend Tytti Härkönen, say they inherited their love for schlager from their parents. For them, visiting the venue—affectionately called “Napiksen”—has become a tradition, with the music playing daily in their lives.

“It’s nostalgic. Important music to me,” Härkönen said.

While schlager’s popularity is stronger outside urban centers, its appeal spans the country. Atte Koskinen traveled from Turku to Sotkamo for Randelin’s concert, planning a cottage weekend around the event. Mauri Kivimäki, from Espoo, said his parents were Randelin fans, influencing his own taste.

Schlager’s resurgence is evident even in Helsinki, where Randelin has seen growing crowds. The genre’s recent visibility has been boosted by collaborations, such as JVG’s song Amatimies, which samples Randelin’s Pakko painaa pitkää päivää, and a new version of his hit Juhannusyö with Portion Boys.

Local efforts have also drawn younger audiences. The Sotkamo youth association offers discounted tickets for under-25s, and bands like Komiat have pulled in crowds. “Schlager works, and young people are brave enough to try the dance steps,” said Maija Granqvist, chair of the association.