Oulujoki - Step into a river of memories and magic

“He who controls the word controls knowledge. He who controls knowledge controls the world.”
But where can one find that mystical chalice with which to control words and poetry?

Join us on an incredible adventure to build world peace. Justin “Nordic Thunder” Howard, the Chicago-based world champion of air guitar, set out on an expedition to the banks of the Oulujoki River to find the legendary chalice of words and poetry, save the world, and create a cultural tourism route stretching from Kuhmo to Oulu. Along the way, Justin encountered a diverse group of people, from artists to historians, and got to experience the unique culture of the river valley region.

This six-part video series delves beneath the surface and guides the viewer into the visitor’s inner landscape, where the people, landscapes, and natural beauty of Northern Ostrobothnia and Kainuu have left an indelible impression. The series explores fundamental questions and reflects on, among other things, the meaning of life, art, memories, and love. Each episode highlights gems along the river and themes that run throughout the entire series.

The first episode will be released on Friday, August 14, at 4:00 p.m. on the Pohjoinen kulttuurivirta channel at pohjoinenkulttuurivirta.fi. Subsequent episodes will be released on August 17, 19, 21, 24, and 26.

The video series is part of the Oulujoki – Cultural Tourism Route from the Oulujoki River to the World project by the Oulu Cultural Events Association. The main implementer of the project is the Oulu Cultural Events Association, and the co-implementers are the Kerttu Saalasti Institute / MicroENTRE at the University of Oulu and Kajaani University of Applied Sciences Ltd. The project has received EU rural development funding from the Economic Development Centre of Northern Finland.

The project is part of the Delta Life initiative. Its culminating festival weekend, August 27–29 in Oulu, will be one of the highlights of the European Capital of Culture 2026. Oulu Festival Weeks will conclude in August 2026 with a free, multidisciplinary, open-air event at the city’s birthplace in the Pokkisenväylä area. The Oulu Cultural Events Association, which coordinates Oulu Festival Weeks, is responsible for producing the event.

Watch the teaser for the Oulujoki video series:

Additional information:
Communications Coordinator Minna Keränen, tel. 044 494 5920
minna@oulunjuhlaviikot.fi

Justin Howard, tel. 044 901 4869
justin@oulunjuhlaviikot.fi