A recipe for a budding artist includes making music that is honest and personal, touring a lot, posters, stickers and touring some more. “Easy,” says ALEKSI PAHKALA of record store Stupido Shop. They’ve managed to stay relevant amidst the revolution of music distribution by keeping their eyes open and working to find new artists.

The top four tracks of Stupido website jukebox are Peikkojumppaa by Hovinarri, Loinen by Kumikameli, Hulluna Humpasta by Eläkeläiset and Lämpöö ja lempee by Kaikukast. All sound a bit crazy in Finnish and it’s easy to think that the top list is a joke, but all of the artists are signed to Stupido Records, a record label that birthed Stupido Shop in 1995. Since then the label and store have gone their independent ways. One of the founders, JOOSE BERGLUND, is running the label, while the other, JORMA RISTILÄ, is running the store with Aleksi Pahkala.

Stupido Shop is often seen as a near-legendary indie store, but their selection includes records from punk to chart pop, jazz to classic, death metal to gospel, kids’ music to humppa and electronic hiphop. “We’ve got the annapuus and whatnots in addition to LCD Soundsystem and weird Finnish vinyl releases. There’s never been a clear-cut policy,” Pahkala says. “We just want to offer good music and service and broaden the Finns’ musical tastes, and our own as well.”

“We’re all quite privileged, because we get to do what we like. It’s fun to work with music – it makes you scream, cry, relax, party and shake your ass. Finding new music, recommending good records, producing experiences and following the careers of Finnish bands from the early stages to their big breakthrough,” Pahkala lists the perks.

Quality or quantity?

Record sales are declining globally year after year, but according to Pahkala, the death of large record stores hasn’t impacted sales too much. “Small dips affect us as well,” he admits. “However, in Finland record stores have a symbiotic relationship. We refer people to Popparienkeli, Livesaver, Digelius, Stockmann, Jäänsärkijä and other stores if necessary.”

“The digital revolution has brought more work for our staff, because people ‘find’ dozens of new bands every week, and they ask for them as well. I think a more negative influence is that good Finnish acts can’t get onto Yleisradio’s playlists and into the national media. The TV’s been shit for years, too,” he grunts.” “Bring back Levyraati!”

“I feel like there are way too many records released nowadays – people focus on quantity instead of quality and try to push hits through with SMS voting,” Pahkala scoffs. “We’ve always said that good music sells, and in many formats.”

The Mecca of small publishing

Many audiophiles have re-found vinyls because of their sound, which is known to please the ear. But even CDs have good sound compared to the average online file, not to mention the covers and cases, which are disappearing thanks to the online revolution.

Stupido orders in almost everything that’s released in Finland, which is practically well over a hundred titles a week. “Our staff are music fanatics, and all of them follow music in their spare time, all the time. New artists are found every day, but the most important thing remains the ears and inquiries of our customers.”

At the moment, the rising Finnish starts are, according to Pahkala, Villa Nah, Cats on Fire, Joensuu 1685, Manna and Astrid Swan. “Some have gathered some attention abroad, but in Finland they all deserve much more national radio and TV attention than they have gotten.”

“As the latest Finnish gem, I’d like to point out Monsp artist HEIKKI KUULA, whose incredible Finnish version of a Kings of Convenience song is sure to attract attention also outside our nation’s borders.”

One of Stupido’s urban legends claim that the company turned down Darude, who then became a world-wide phenomenon. “This is a classic one,” Pahkala says. “One of our friends was visiting Helsinki with this guy called VILLE [VIRTANEN], who had just picked up his first single from the press and asked if we would like to sell it. So yeah, I listened to it and said, ‘thanks, but no thanks’. Sandstorm only became the bestselling single in the world that year, haha. On the other hand, I’m still less miffed than amused.”

“Nowadays we take in all small releases. And when we did take in the Darude single, I think we ended up selling like two copies of it. Give my best to Ville,” Pahkala laughs.†

Iso Roobertinkatu 23, 00120 Helsinki. www.stupido.fi

Text Petteri Kainulainen Photos Vesa Mäkinen

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