Tallinn Music Week and Telia joined forces to support a sustainable mindset in Estonia

TMW is presented by Telia
11 January 2021

Telia Estonia is the presenter of the new music and city festival Tallinn Music Week (TMW), scheduled to take place on 6 – 9 May 2021. The ninth year of partnership focuses on sustainable and environmentally conscious thinking in Estonian society.

Telia has been a valuable partner to TMW since 2013 and in the role of the festival presenter since 2017. The keywords of the cooperation have been a caring and responsible digital culture and the application of new technologies for Sustainable Development Goals.

In order to further link cultural and creative potential to entrepreneurship, the UN General Assembly declared the year 2021 to be the International Year of Creative Economy for Sustainable Development. Telia and TMW’s joint pursuit of a sustainable agenda focuses primarily on issues related to environmental protection and mental health. Together, Telia and TMW will relaunch the #hoolin (“I Care”) smart consumption campaign, focusing on eco-friendly tech consumption and digital cleanup activities, as well as the mental health issues associated with social distancing that have come to the fore in the COVID-19 era.

“Tallinn Music Week offers much more than just good music,” comments Telia’s Head of Communications Katrin Isotamm. “It’s also a platform for meetings and collaborations between different sectors in raising various important issues,” she says.

“The role of companies in contributing to society is growing and has become a natural part of business,” adds Isotamm. “In current complicated times, mutual support and competences are needed more than ever: “Together with TMW, we can spread messages that unite the society, and make us notice and solve its issues. With help from the music sector and musicians, this year we will talk about our environment, the well-being of young people, cybersecurity and mental health.”

In 2017 – 2018, Telia, TMW, the Estonian Ministry of Environment and several other partners jointly conducted an extensive campaign #hoolin to promote sustainable daily habits. Telia has played a vital role in discussions about inclusive digitisation at the TMW conference, and in the framework of Telia’s anti-cyberbullying campaign #suurimjulgus, the festival’s public conversations have tackled topics from children’s online behaviour to the dangers of the digital world. Some of the other joint campaigns have included an audience voting of the favourite TMW artist and the “Tee oma pidu” (“It’s My Party”) competition for youth. TMW’s city stage concerts have reached both the Telia office and the TV channel, and Telia customers have been granted discounts and special offers at the festival.

The TMW 2021 festival is presented by Telia Eesti. The festival is organised by Shiftworks OÜ together with many partners in line with the rules applicable to public events, aimed at reducing the spread of the coronavirus.

TMW 2021 passes are on sale in the festival’s webshop shop.tmw.ee.