Kaarel Sein on bringing famous artists to Estonia: Justin Bieber and Harry Styles are not impossible

Event organiser Kaarel Sein discusses what it takes to bring famous artists to Estonia. Black Eyed Peas will perform in Tallinn at the Old Harbour cruise terminal next Monday. Sein explains what potential Estonia has to attract even bigger names to the country.

Tallinn is preparing to host the world-famous group Black Eyed Peas, who will take the stage at the Old Harbour cruise terminal next Monday. The event's principal organiser Kaarel Sein lifts the curtain on what happens behind the scenes and explains what it means to bring such a group to Estonia both logistically and financially.

According to Sein, bringing major artists to Estonia is not simple, but it is far from impossible. Negotiations often drag on for a long time and sometimes you need to think creatively, when there is no direct path, you must find an alternative approach. "If they won't let you in through the door, you climb in the window," Sein describes his approach when dealing with artists' representatives.

Estonia's market and the potential for big names

Estonia is a small market, but that is not an insurmountable obstacle for organisers. Sein believes that Estonia has the potential to attract even bigger artists here, including megastars such as Justin Bieber and Harry Styles. It is primarily a matter of finding the right time, place, and offer.

Bringing big artists matters in a broader context too, it raises Estonia's reputation as a concert destination and gives the local audience the opportunity to enjoy world-class performers at home, without having to travel to Helsinki, Riga, or Stockholm.

What does organising such a concert require?

Bringing a group like Black Eyed Peas to Estonia requires months of preparation, extensive technical resources, and detailed agreements with the artist's team. Organisers must provide not only the stage, sound and lighting, but also accommodation for the artists, transport, and the so-called rider, the list of requirements that an artist submits for their performance. According to Kaarel Sein, such projects are complex, but these are precisely the ones that give Estonia's event landscape a new dimension.