if you are wondering it is the technology of the card. Maybe you should of considered buying a different gtx 970. The fans are only used when needed, therefore creating a very silent GPU. You can use speedfan otherwise and override it. To do this download openhardwaremonitor: http://openhardwaremonitor.org/downloads/
Once open, find NVIDIA GeForce GTX 970 in the list, expand the menus and you'll see controls menu. Expand that and right click 'GPU Fan' and choose manual and set your percentage.
Next time research the technology MSI brings to your card 😉