Live Nation has acquired a key player in the Finnish market Hög Agency & Promotion, as it seeks to strengthen its portfolio in the market.

Hög Agency, founded in 2016, represents major Finnish artists such as Olavi Uusivirta, Adi L Hasla, Mouhous and Vilma Alina.

Under the agreement, Mikko Varjamo, the founder and chief executive of Hög Agency, will continue at Live Nation Finland as an agent, and current employees will now work for Live Nation.

Varjamo said: “After running my own agencies for over nine years, I felt It was time to move forward. This new union with Live Nation will enable the company to operate at a different level and will strengthen our position in Finland’s music scene. I’m extremely excited about this!”

In addition to the acquisition, Live Nation Finland has also signed two of Finland’s top emerging acts, Kube and SONNY.

Live Nation Finland’s managing director Tomi Saarinen added: “Our focus is on developing a strong domestic artist roster and the acquisition of Hög Agency & Promotion’s business is a key part of this plan.

“We aim to be the best possible partner for our artists and enable them to develop and reach their full potential while offering fans memorable experiences. We welcome the Hög super team to the Live Nation family.”