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PIETARI PYYKÖNEN
Idea Person
Creator Crystallizer

CREATIVE DIRECTOR & ARTIST MANAGER
Karina (2017–)
Yona (2019–)

FOUNDER, CREATIVE DIRECTOR & PRODUCER OF MUSIC CLUBS AND FESTIVALS SUCH AS
Olohuoneklubi (2016, 2019) ✧ Tavastian Sunnuntait (2017) ✧ LYNX LYNX LYNX (2017–2018) ✧ Superwood Festival (2017) ✧ Ei mikään klubi (2020)

WORKED WITH
Aalto University ✧ Ateneum ✧ Lyyti ✧ Radio Helsinki ✧ Nelma U ✧ Arppa ✧ Samuli Putro ✧ Maustetytöt ✧ Olavi Uusivirta ✧ Matriarkaatti ✧ Sofia Future Farm ✧ Tavastia-klubi ✧ Ravintola Ilves ✧ Tero Ahonen ✧ Marko Nyberg ✧ Laura Moisio ✧ City of Helsinki ✧ Ivana Helsinki ✧ Pekka Nisu ✧ Pesso ✧ Suomen Musiikintekijät ry ✧ and more

SELECT CAMPAIGNS
Marko Nyberg: Ingrid (2022) ✧ Lyyti: Toiveet ja helyt (2021) ✧ Karina: ½ (2021) ✧ Pekka Nisu: Papillon (2021) ✧ Yona: Uni johon herään (2021) ✧ Arppa: Laavalamppuja (2020) ✧ Karina: 2 (2020) ✧ Karina: s/t (2018)

VOLUNTEERING FOR
Extinction Rebellion (2021) Concept Development, Production & Partnerships for a 5-part Radio Show / Podcast ✧ Pekka Haavisto Presidential Campaign (2018) Production & Curation for an All-Star Concert at Tavastia-klubi in Support of Haavisto's Presidential Run (with Paula Vesala, Teja Kotilainen & Co)

CREATIVE DIRECTION ✧ ARTIST MANAGEMENT ✧ A&R ✧ CREATIVE CONSULTING ✧ STRATEGY ✧ CURATION ✧ PR ✧ EVENT ✧ COPYWRITING ✧ PRODUCTION ✧ SHOW DESIGN ✧ MUSIC PRODUCTION ✧ AND MORE ✧

Ui ui is a multidisciplinary idea atelier specializing in creative direction and artist management. Best-known for unorthodox live concepts and for helping Finnish indie acts from obscurity to widespread acclaim, Ui ui offers creative direction (visual campaigns, live events and scenic design), artist management, creative consulting, concept development and idea-bouncing, copywriting, curation and production.

HOW CAN I HELP YOU?
Contact pietari@uiui.fi

Swim, swim

Ever since I was a child I’ve had this urge to create. I wrote and illustrated a children’s book at the age of 7, built a Rölli costume out of A4 sheets of paper at 6, wrote a detective novel at 9 and, over the years, recorded CDs upon CDs of songs for imaginary bands. The world was so small I could cycle around it. On weekend mornings, I woke up early to watch MTV – some nearby planet was inhabited by pop stars. Soaking in what was happening in popular culture around the globe and curiously monitoring its impact on me and my surroundings, I developed a sense for what was exciting – and what wasn’t.

These days, I help people overcome themselves, reach their full potential, crystallize their artistic endeavors, envision them in places they don’t dare to imagine themselves, bounce ideas back and forth, help establish their position in the grand scheme of things, communicate their unique characteristics, assemble creative teams and oversee the execution. In close collaboration with the artist, I map out future career moves – what we will do, in what order, where and how, with whom, why, and where this will lead us – construct the narrative, plan the campaigns and make them happen.

Record labels, as an example, have less and less time to really delve into their artists’ projects – to really see, to really listen. To come up with fresh, forward-thinking, tailored solutions and actualize their power. This is where I step in. As an outside creative consultant, I am more interested in the uniquity, the authenticity and the integrity of the work than its financial performance. How do we define success? Has the artist done their best work – are they in love with it? Does it ring true to them? How does it come across? And most importantly: how do we get all this across to the audience?

The small details are crucial: they add up. The way you look and communicate, the ways in which you are perceived, the way you resonate with the moment. How to show (and not tell) your story? My strenghts are my sensitivity, ability to see multiple points of view at once and really getting to the bottom of things with kindness and compassion. I think of pop stars as they were fashion houses and music production as it were graphic design.

Credits

Visual Identity and Graphic Design by Lars Högström / Tsto
Web Development by Viiksimaisteri
Portrait Photography by Sergei Pavlov
Creative Direction and Concept by Pietari Pyykönen
Drawings, Photos, Screenshots by Pietari Pyykönen