In the evocative setting of the Estonian town of Haapsalu, where the waters of the Baltic Sea lap against ancient medieval walls, the appointment with Augustibluus—one of Northern Europe's most charming and long-standing blues festivals—returns. Now in its thirty-second edition, the festival confirms its status as an extraordinary open-air laboratory, uniquely capable of creating a dialogue between a deep respect for traditional roots and the expressive urgency of the contemporary scene. For three days, from July 31 to August 2, the entire town transforms into a widespread stage: from intimate concerts in local cafés and the historic railway station, to major performances on the main stage nestled within the 13th-century Bishop's Castle and the atmospheric seaside Promenade Dance Pavilion. This year's core theme, centered on the "new global wave of the blues," brings an internationally flavored lineup featuring artists from eleven different countries. Alongside historical pillars of the genre, the festival offers a formidable showcase for the new generation of talents redefining the boundaries of the blues, enriching the three-day event with special projects and unique collaborations born specifically for the occasion. Below, we present our interview with Raul Ukareda, organizer and program director, to delve deeper into the artistic choices, logistical challenges, and cultural vision of an event that places music at the center as a vehicle for connection, hope, and shared humanity.
This 32nd edition of Augustibluus carries the legacy of over three decades: what criteria did you follow in selecting artists to balance fidelity to blues tradition with openness to contemporary sounds?
Our main theme this year is the new global wave of the blues. We wanted to present the next generation of artists who are shaping the future of the genre, while also honouring those who have already become part of blues history. We believe that tradition and innovation are not opposites. The blues has always evolved by welcoming new voices while remaining true to its roots. Our programme reflects exactly that philosophy.
Several artists represent our vision perfectly. Toby Lee from the UK, whom Joe Bonamassa has called a future blues superstar, Sean "Mack" McDonald from the USA, who is highly respected by Buddy Guy, harmonica virtuoso Will Wilde, and jump blues phenomenon Skyler Saufley all demonstrate that the future of the blues is in excellent hands. At the same time, artists such as Eric Sardinas, Mike Wheeler and Gunhild Carling remind us why the blues remains such a powerful and inspiring musical tradition.
Haapsalu is an Estonian town with a strong Baltic cultural identity: how much has this context influenced your programming choices, perhaps favoring Nordic or Baltic artists?
Being located on the Baltic Sea naturally shapes our perspective. We have always maintained close ties with Finland, Sweden and Latvia, and Nordic and Baltic artists have been an important part of Augustibluus since its very beginning. At the same time, we see ourselves as a truly international festival. This year we welcome artists from eleven countries, stretching from Australia to Northern Finland.
Blues, by its very nature, has always been in dialogue with other genres: what crossovers (jazz, world music, electronic) will we find in this year's edition?
Blues is one of the foundations of modern popular music. Without the blues there would be no jazz, soul, funk or much of rock and roll. Our programme reflects that diversity. Visitors will experience Chicago blues, Delta blues, jump blues, vintage swing, blues rock, soul, funk, acoustic blues and roots music. We deliberately present the blues in all its richness and stylistic diversity.
Are there any special projects, premieres, or unprecedented collaborations created specifically for this year's festival?
Yes. One of the highlights will be _Estonian Voices Meet The Blues Brothers_, a unique collaboration bringing together Estonia's leading vocal ensemble with an outstanding instrumental band in a tribute to the legendary music of The Blues Brothers and Steve Cropper. We are also presenting several exclusive
The festival runs from July 31 to August 2: how is the schedule of venues in Haapsalu structured, and which spaces do you consider most emblematic of Augustibluus's identity?
The heart of the festival is the main stage inside the medieval Bishop's Castle. Our second major venue is the Promenade Dance Pavilion by the sea, which has become one of the festival's most beloved stages. In addition, concerts take place at the historic Railway Station, in clubs, cafés and various outdoor locations throughout the town. One of the unique characteristics of Augustibluus is that for three days the entire town becomes part of the festival.
Haapsalu is also known for its episcopal castle and seaside atmosphere: how do these architectural and landscape elements become part of the festival experience?
They are inseparable from the festival's identity. Watching world-class blues performances inside a 13th-century castle, only a few hundred metres from the sea, creates an atmosphere that is impossible to reproduce elsewhere. Haapsalu is not just a venue — it is one of the festival's greatest attractions. Many visitors tell us they come as much for the atmosphere as for the music.
What are the main logistical challenges in organizing an international event in a town as small as Haapsalu, and how did you address them for this edition?
Accommodation is always our biggest logistical challenge. Fortunately, we work closely with local hotels, guesthouses and private accommodation providers to make sure that both artists and visitors have a comfortable stay. To help meet the growing demand, we also operate a dedicated festival shuttle bus between Tallinn and Haapsalu throughout the festival. Since the two cities are less than 100 kilometres apart, many visitors choose to stay in Tallinn and travel to Haapsalu each day. Tallinn offers a wide range of hotels and is not only Estonia's capital but also one of the country's most beautiful cities and its most important tourist destination. This allows our guests to combine an international music festival with the
How do you manage the reception of international audiences, given that Augustibluus also attracts visitors from abroad?
International audiences are becoming increasingly important for us. Every year we welcome more foreign visitors, and advance ticket sales suggest that this year may bring a new record. We invest in multilingual communication, international marketing and partnerships with tourism organisations. Our goal is to make Augustibluus one of the Baltic region's most attractive music travel experiences.
Are there any organizational novelties compared to previous editions, perhaps related to scheduling, staging, or audience services?
One of the main novelties this year is that day tickets for the Main Stage concerts are available in advance for the first time. In previous years, day tickets could only be purchased at the festival gate. We hope this makes attending Augustibluus even more convenient and accessible, especially for visitors who cannot join us for the entire weekend. We have also further strengthened the programme at the Promenade Dance Pavilion, expanded our food and beverage offerings, and continue to improve visitor services throughout the festival area.
With 32 editions behind it, what are today the festival's main sources of economic sustainability: private sponsors, Estonian or European public funds, or ticket sales?
Like many cultural festivals, our sustainability depends on a balanced combination of ticket sales, private sponsors and public support. We are particularly grateful for the support of the Estonian Business and Innovation Agency (EIS) through the European Union's Cohesion Policy funds, which enables us to develop the festival's international reach over the coming years.
Like every festival, we have felt the impact of rising costs. Production, logistics and artist-related expenses continue to increase year after year, so there is certainly economic pressure. At the same time, we are fortunate to have an exceptionally loyal audience. Four out of five of our visitors are returning guests, which gives us a strong foundation for long-term planning. We also enjoy the support of many dedicated partners from the business community, whose commitment has been invaluable to the festival's development. Thanks to this combination of loyal audiences, trusted sponsors and careful management, we have been able to grow a little every year and continuously improve the quality of the festival. Judging by this year's preparations and advance ticket sales, we are optimistic that we will continue that positive trend in 2026.
What role do local and Estonian institutions play in supporting the festival, and how important is it for you to maintain a connection with the local area, including in terms of funding?
The festival would not exist without the support of the City of Haapsalu, our local partners, volunteers and numerous Estonian institutions. Augustibluus is deeply rooted in Haapsalu. It has become part of the city's identity, while at the same time bringing significant cultural
and economic benefits to the region.
Looking to the future, what strategies are you considering to ensure the festival's sustainability in the medium to long term, perhaps by targeting new audiences or hybrid formats?
One of our strategic priorities is internationalisation. We want to attract more visitors from Finland, Sweden, Latvia, Lithuania and elsewhere in Europe, while continuing to introduce younger audiences to the blues. We also want to strengthen our cooperation with other European festivals and become an increasingly important meeting place for the international blues community. At the same time, we work tirelessly to help more people in Estonia discover that they actually love the blues. We believe blues is a
If you were to imagine Augustibluus at its 40th edition, what legacy would you want the festival to have left for the European music scene and for the city of Haapsalu?
I would like Augustibluus to be recognised as one of Europe's most respected blues festivals — a place where musical excellence, friendship and international cooperation come together. For Haapsalu, I hope the festival continues to strengthen the city's identity as one of Northern Europe's most charming cultural destinations. Above all, I hope we will have helped introduce the blues to a new generation. We believe the blues is music of hope, resilience and humanity. In today's world, we need those values more than ever.
Salvatore Esposito
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