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Finnish Musician Petra Jasmiina Revolutionizes the Nordic Art Scene in New York with Community Spirit and a Bold Mission
Petra Jasmiina Haapamäki, known by her stage name Petra Jasmiina, moved to New York a decade ago to pursue a career in music. Now, she is spearheading the city’s greatest Nordic and Baltic art collaboration yet, aiming to help others follow in her footsteps.
When Petra Jasmiina arrived in New York City with all her Earthly possessions in a suitcase, a guitar slung over her shoulder, and notebooks filled with songs, she knew little about the city’s vibrant art scene. Her transatlantic leap of faith lacked a soft landing, as the city revealed its harsh side to the young singer-songwriter. Finding an apartment, opening a phone line, or making friends took months. Eventually, though, the stars aligned, and Petra found her community in NYC’s independent music scene. Nine years, countless creative productions, and many ups and downs later, she is determined to build a community of her own—one that unites and supports the city’s Nordic and Baltic artists like never before.
Nordic Artists of New York (NANY) is a new organization with a mission to unite, elevate, and inspire Nordic and Baltic artistry in New York through community building, organizational partnerships, and sharing resources, opportunities, and mentorship between New York-based artists of all kinds.
“The inspiration for this initiative stemmed from personal experiences and numerous conversations with peers, which revealed a gap in the resources and organizational support available to different Nordic and Baltic artists. While several excellent programs bring artists from Nordic countries to showcase or perform in NYC, New York-based artists often find themselves in a limbo between the two continents and support systems. That’s why we’re dedicated to the talented creative expats already living here and building international careers and bridging this gap to ensure they receive the recognition and resources they deserve.” Petra explains. “These Nordic and Baltic New Yorkers are the long-term cultural ambassadors of their countries, equipped with experience, talent, and connections for the global stage. We aim to become a touchstone, a connector, and a community for these diverse creatives, a welcoming place to land for new immigrants arriving from across the ocean, and a unified voice raising the profile of Nordic and Baltic artistry in NYC’s competitive scene.”
Nordic Artists of New York launched in November 2024 with a widely praised inaugural event attended by esteemed guests including ambassadors, advisors, and representatives of various cultural foundations and societies. The organization is currently preparing for its highly anticipated Earth Day showcase, True North—an immersive event featuring music, dance, performing arts, visual arts, and multidisciplinary collaborations from artists representing eight Nordic and Baltic countries. True North will be held at the historic New York Estonian House on Earth Day, April 22 with Early Bird tickets to be released next month.
Joining Petra in leading this initiative is a team of New York-based talent from diverse countries and fields, including GRAMMY®-considered composer Johanna Telander, platinum-winning singer-songwriter Eeppi Ursin, and Forbes Under 30-nominated creative visionary Valev Laube. Partner organizations to date include Finlandia Foundation National, Finlandia Foundation New York Metropolitan Chapter, Scandinavian American Theater Company and The Estonian Educational Society. The initiative is also endorsed by all four Nordic Consulates General in New York.
“The Consulate General of Denmark is committed to Nordic collaboration in New York. NANY presents a refreshing new initiative to create a dynamic network of Nordic & Baltic artists living and working in the New York Tri State Area with a view to strengthening knowledge-sharing, professionalization tools as well as increase general visibility. We welcome and applaud this initiative!” comments Maiken Tandgaard Derno, Cultural Attaché at the Consulate General of Denmark in New York.
While organizing at this level is a new challenge for Petra, she is no stranger to building creative communities. During the pandemic, she founded Indie NYC, an initiative connecting the indie music scene online. This effort culminated in a free virtual holiday concert featuring over 100 local musicians.
Petra’s experience as a Nordic expat has shaped her ability to foster community. At 19, she left Finland to work in Europe and Asia - a journey planned for one semester that extended into seven years, charting the course for the rest of her life. Working for Thomas Cook NE, a major travel agency in Northern Europe, was not only her ticket to calling places like Greece, Turkey and Thailand home, but also her first introduction to a truly Nordic community.
“We were far from home in foreign lands together, so our colleagues became our family,” she recalls. “I worked, lived, and spent all my free time with people from four Nordic countries, learning their languages, traditions, and inside jokes. It was the best crash course in language and culture one could ask for.”
During her time in New York, besides writing, recording and producing her own music, Petra has worked with the Finnish and Danish foreign ministries organizing diplomatic events, and collaborated on several Nordic art projects such as Kalevala The Musical and the Finlandia Foundation New York Metropolitan Chapter’s cultural program.
Beyond artistic unity, NANY has another fundamental mission: “By partnering with local environmental initiatives for our events, we showcase shared Nordic values and our connection to nature. This allows us to take action to protect the planet by doing what we do best: art and community.”
Find out more about Nordic Artists of New York, join as an artist or local partner, and sign up for their newsletter for updates on future events and early bird tickets to True North at www.nordicartistsofnewyork.com.
