Siebsos

Last May, a peculiar frenzy engulfed Finland. Virtually all green foods – cucumbers, especially – were sold out from stores. Buildings across the land were bathed in vivid green lights. Social media brimmed with green-themed parties, while data obtained by Swedish fintech company Klarna showed a 570 per cent increase in the online sales of neon green shirts.

This phenomenon was all thanks to Käärijä, the rapper who represented Finland in the 2023 Eurovision Song Contest. His now-infamous, blazing green puff sleeve bolero – dreamt up by Finnish broadcasting company Yle’s costume design team and which he dons when performing the smash hit track ‘Cha Cha Cha’ – had taken on a life of its own, the lush hue uniting the entire nation amid the competition. “It was incredible to see it happen and so cool being part of it,” Käärijä says. “It wasn’t planned at all – it was the people who created the commotion. I’ll definitely never forget it.”

When we speak over Zoom, Käärijä, whose real name is Jere Pöyhönen, is lounging in his minimal apartment in Vantaa, a city just outside Helsinki. He appears on my screen shirtless, a chunky gold chain dangling on his neck. On his head sits a pastel turquoise cap adorned with little cat ears. As he gestures with his hands, I spot flashes of poison green nail varnish. Pöyhönen’s chosen attire, or lack thereof, is extremely fitting – he typically performs bare-chested (“It gets so hot during my gigs”) and his Instagram handle is @paidatonriehuja, or ‘shirtless rascal’.

Hot off a performance in western Finland, the 29-year-old is enjoying his first days off in a while. It’s been a sweltering summer of non-stop touring, with fans flocking to festivals and concerts nationwide to see his explosive live show. Things are not winding down either, with Käärijä heading off on his first-ever European tour this month. Some of these shows sold out in mere minutes, an indication of his immense international following. “It’s so exciting; I’m definitely jumping into a new territory with that tour,” Pöyhönen says. “But I don’t have any expectations – I’m just going to let everything happen organically rather than stressing about it.”

Although he created one of this year’s buzziest songs, the guy on my screen is humble and, save for his look, almost un assuming. I remark on the stark contrast to his fiery and flamboyant stage presence. “Through Käärijä, I get to channel all the craziness, quirkiness and hyperactivity I’ve had since I was a child,” Pöyhönen says, describing himself offstage as “just this ordinary dude”. Without delving into further details, he tells me that the name Käärijä (translating roughly to moneymaker) stems from a history with gambling. Despite the darkness of its origin, he notes that the moniker is to be taken with a grain of salt.

While it might seem like Käärijä exploded into the public consciousness from obscurity, Pöyhönen has a long journey in music behind him. Born in Helsinki but having spent most of his youth in Vantaa, he started dabbling in the medium at just three years old. Coming from a musical family (“My dad and big brother both play the guitar”), jamming sessions were commonplace in the Pöyhönen household, his instrument of choice being the drums. “I was playing with pots and spoons before I got a set of those plastic kids’ drums,” he says. “When we moved to a bigger house, we built a band room downstairs where me and my brother spent a lot of time practising.”

At that time, rap music hadn’t yet entered Pöyhönen’s life; he was strictly a self-described “metal guy”. His older brother had instilled in him a love for the genre, particularly metal icons Rammstein. Upon starting high school, his musical taste broadened and he began listening to Eminem and popular Finnish rap groups Fintelligens and JVG. “Me and my friends were filming our own music videos to old rap songs, learning the words by heart,” Pöyhönen says. “It [making rap music] pretty much started as this humour thing I did with my mates.”

Encouraged by his loved ones, Pöyhönen began writing his own songs, still playing it for laughs. Turned out he had a knack for it. “Since I was little, I’ve been an avid storyteller – my imagination ran a little wilder than the rest of the kids’ at my school,” he says. “So when I started making music, I didn’t even need inspiration; I was able to whip up the lyrics from my head.”

But then, at 15, an unexpected turning point came by way of a severe sudden illness. Rushed to the hospital with ulcerative colitis, a chronic inflammatory bowel disease, Pöyhönen underwent emergency surgery to remove his colon. Had he not been treated immediately, the complications could have been fatal. “I was writing songs in the hospital – music became a source of strength for me,” he says. “I decided that if I make it through this, I’m going to give my all to music and be serious about it.”

After over a decade of hard work and countless hours in the studio, Käärijä released his first album, Fantastista (Fantastic), in 2020, but it would take three years for him to become a household name in Finland. After snapping up the top prize in Uuden Musiikin Kilpailu (the Finnish contest for new music) with his party anthem ‘Cha Cha Cha’, a song dedicated to a hedonistic night out fusing rap, electronic music and metal, he secured the coveted spot as his country’s entrant for the 2023 Eurovision, held in Liverpool. One of Pöyhönen’s craziest dreams had come true.

For Pöyhönen, Eurovision was “an amazing but immensely tough experience”. The event’s intense schedule and the little time carved out for practising surprised the artist. There was no room for errors or retakes once it was time for rehearsals. “They didn’t give much mercy,” he says. On the bright side, the long days filled with “lots of press conferences and waiting around” gave Pöyhönen a chance to get to know the other artists. “The group we had there was wonderful – there wasn’t a competitive atmosphere at all,” he says. One of the contestants he became especially close with was Sweden’s Loreen, with whom he exchanged numbers and promised to “meet up and talk about everything else but music”.

By the time the grand finale came, Käärijä’s explosive performance and infectious song had made him one of the favourites to win. Ultimately he came second, while Loreen nabbed first place. How did Pöyhönen handle the letdown? “It was a huge disappointment, but in the end, the feeling didn’t last long,” he says. “When I thought about how far I’d gotten, the incredible journey it was and all the new friends I made, I realised that these things are far more meaningful than winning.” Plus, he still achieved something major: ‘Cha Cha Cha’ made history as the first ever Finnish song to reach Spotify’s global most-listened charts. The track’s reach proved to Pöyhönen that language doesn’t matter; it’s all about creating a singular, infectious sound: “The mouth is just as much of an instrument as the piano or the guitar is,” he says.

Having made history, I ask Pöyhönen if he felt any pressure after the Eurovision bubble had burst. “Of course there are the thoughts of ‘what now?’ and ‘is this going to be it, will anyone be interested anymore next year?’ – I’m aware that the hype won’t last forever,” he says. “But I’m onto creating the next thing, trying not to feel any pressure for future releases. I haven’t done that before, so why would I do that now?”

Pöyhönen hints at a new album dropping sometime next year, but in the meantime, he’s enjoying the attention – including his Vogue Scandinavia debut. Shot at the extraordinary home of the late interior architect Antti Nurmesniemi and his wife, textile artist Vuokko Nurmesniemi, we find the space where Pöyhönen and Käärijä meet, the quiet confidence mingling with that more-is-more persona.

And while Käärijä might develop as a character (“I want to show that he’s more than just a bolero chap”), he’s adamant that he will stay true to his music and keep singing in Finnish, despite the sudden international attention. “In the end, I’m doing this for myself,” he says. “Also, why change something that works?”