Provinssi, held annually in Seinäjoki during the last week of June, is one of Northern Europe's largest and most traditional festivals. Since 1979, it has showcased a wide variety of music, from different genres to unique side events. At its core, Provinssi is driven by strong values—creating a better and safer space for festival-goers in a world where soft values are sometimes overlooked.

Anniina Kumara has spent the last ten years working in hospitality, events, and festivals. Her roles have included distillery event production, cocktail bar management at a Santa’s speakeasy in Lapland, and, for the past four years, working with Provinssi. As producer for commercial partnerships, brand, marketing, and communications, Anniina's career has been a whirlwind, yet her passion for pop-up concepts, brands, and storytelling remains unwavering.

The Provinssi team is united behind the festival's future-focused vision, even when faced with loud opposition. One of Anniina’s key roles is managing the festival’s community, dealing with negative comments, and ensuring a safe online space. “Kill them with kindness” is her winning strategy.