The following report is courtesy of Jussi Ahlroth from Helsingin Sanomat:

The “Tampere martial metal”, or “heroic metal” (the genres on offer are many) band TERÄSBETONI - the name translates as “[Steel-]Reinforced Concrete” - is not ruffled by the thought that it might become adversely branded after winning the Finnish Eurovision Song Contest qualifiers at the weekend.

Not long ago, the NIGHTWISH composer and keyboards player Tuomas Holopainen commented his relief that the band had not been chosen as the Finnish ESC entry in 2000 (they finished runners-up), as otherwise Nightwish might have been instantly pigeon-holed and branded, as - in his view - has unfortunately happened with Lordi, the Song contest winners in Athens in 2006.

“We’ve had two strong-selling albums. This is just one more channel for taking the music forward”, declares Teräsbetoni’s singer-bassist Jarkko Ahola.

“I don’t believe that this is going to erode our fans’ interest in the band. If it does, then we’ll withdraw into our shells for a bit and come back later.”

Ahola also suggests that “Mr. Lordi is very grateful for the attention the band has received, whether there is a label attached to it or not.”

Teräsbetoni are certainly not short of a following. The four-man outfit’s previous album Vaadimme metallia (We Demand Metal, June 2006) has sold gold, even if it did not quite match up to the platinum sales of the 2005 release Metallitotuus (“Metal Truth”).

If the record company know their onions in the marketing department, then this Eurovision win should ensure that the latest offering Myrskyntuoja (Stormbringer), scheduled for release later this month, should outdo both of them.

At least this is the view of Niko Nordström, the CEO of Warner Music Finland. He confirms that the ESC has now rather cleansed its earlier rank reputation.

“The general atttitude to the Eurovision Song Contest amongst the artists is pretty good right now.”

The Warner Music stable had Teräsbetoni, Jippu, and Cristal Snow representing them in the Finnish finals.

In the case of Jippu, their career has been taking off nicely well before the entry went in; Eurovision is merely seen as a means of marketing.

“These days the Eurovision Song Contest is an excellent forum for bands to move forwards both nationally and internationally. In the case of Teräsbetoni, the focus has hitherto mainly been on the domestic market”, says Nordström.

He argues that the victory by Lordi was a turning-point.

“There’s no doubt that it changed a lot of things. Winning now is seen as a greater opportunity than it once was.”

Read more here.