Country Profile: Estonia

While only a few promoters have the reach and clout to cover the entire Baltic region of Estonia, Latvia, and Lithuania, many operate exclusively within Estonia, the bloc’s smallest territory.

Live Nation, Baltic Music Group (based in Estonia), L Tips Agency (based in Latvia), and Lithuania’s M.P.3 fall into the former category. Others, such as PS Music Agency and Shiftworks, play significant roles in Estonia only, catering to a diverse range of genres and artists.

“Additionally, independent promoters such as UCE Agency and Damn.Loud are making their mark by collaborating with international artists, contributing to Estonia’s vibrant and eclectic music scene,” says Tanya Korenika, founder and CEO of UCE.

“These promoters ensure a rich and varied musical landscape, accommodating everything from mainstream concerts to niche performances.”

“These promoters ensure a rich and varied musical landscape, accommodating everything from mainstream concerts to niche performances.”

Due to Estonia’s relatively small size, international artists typically hold one major event in Tallinn or Tartu rather than embarking on extensive tours. Economics are proving challenging for tours and shows of all sizes, though. “The economic landscape in Estonia has shifted dramatically, leading to the closure of several venues and narrowing opportunities for touring artists,” says Korenika. “This has also dampened audience turnout.”

Taxation is also a challenge. “In Estonia, VAT on tickets is the highest in the bloc, currently at 22%, and it will increase to 24% starting in 2025,” says Lauri Laubre, founder of the Baltic Music Group. “So promoters operating across the three Baltic states must have a range of different capabilities and a proper legal structure.”

Laubre also notes the difficulties in catering to Estonia’s relatively large Russian-speaking communities, whose events market is entirely different, and losing their status as a convenient stopover for tours headed to or leaving Russia. “This is unlikely to change in the next decade, and it is our new reality,” he adds.

With rising inflation and the cost-of-living crisis, Estonians are spending less on entertainment. Coupled with those venue closures, “this creates difficulties for promoters in finding suitable event spaces and for artists in attracting large crowds,” says Korenika.

“Today, nearly 90% of all concerts are some form of tribute. So, the paradigms have indeed shifted, and I see this trend continuing and deepening.”

“This has led to a completely new trend – tribute artists,” adds Laubre. “Today, nearly 90% of all concerts are some form of tribute. So, the paradigms have indeed shifted, and I see this trend continuing and deepening.”

Despite these challenges, the music scene is also ripe with opportunities. There’s a growing interest in diverse music genres, such as electronic and alternative, providing new audience segments for promoters to target. Moreover, the rise of digital tools has become a game-changer.

“Also, Estonian music is making waves internationally, with artists from various genres touring globally and gaining recognition,” says Korenika. “This success in exporting music is a clear sign of growth and potential in our market.”

Laubre agrees. “Productions are becoming bigger and more impressive, and tickets are selling. It’s no longer so rare for a local artist to fill an arena or stadium.” Plus, he adds, “There is a vibrant concert-going audience in the Baltics, and we could host many more international acts than we currently do. So, bring on the artists – come and tour!”