Picture Credit: Karl Hörnfeldt
TikTok returns for the 3rd year running as the Official Entertainment Partner for the Eurovision Song Contest 2024, the 68th edition of the world’s biggest live music occasion.
With over 589,000 posts for #Eurovision currently, TikTok is poised as the Eurovision Official Entertainment Partner. With unique gain access to and behind the scenes material, TikTok intends to reimagine the method the world’s greatest live music occasion is experienced.
That’s the lofty variation presented by TikTok, though this year’s sponsorship comes filled with useful issues– especially as it connects to a pesky pullout by Universal Music Group.
Eurovision occurs this year in Malmö, Sweden, following Stockholm native Loreen’s success in Liverpool in 2023 with her tune, “Tattoo.” Sweden is no complete stranger to producing Eurovision winners, having actually provided the famous ABBA, who won the contest 50 years ago with their tune, “Waterloo.” That track and the group’s win soared them to around the world fame.
Sweden has actually won the Eurovision tune contest a record 7 times, connected with Ireland. The nation’s present winner, Loreen, is the very first lady to win the competitors two times, having actually initially thrived in 2012 in Baku, Azerbaijan.
Finland’s Käärijäwho took 2nd location in Eurovision 2023, revealed enjoyment that his fan preferred “Cha Cha Cha” is trending on TikTok once again in the face of this year’s Eurovision enjoyment. “I’m simply a typical guy who wishes to make music and make individuals delighted. Now Käärijä’s going viral on TikTok– I’m so delighted!”
With TikTok as the contest’s main home entertainment partner for a 3rd year, fans can look for the devoted hashtag #Eurovision 2024, which will provide a cornucopia of unique material and behind the scenes minutes. Fans can likewise follow the Eurovision TikTok represent much more special material, in addition to their preferred Eurovision artists and TikTok developers sharing sneak peaks of their time in Malmö.
Now to acknowledge the elephant in the space: TikTok is especially under substantial analysis in Europe as the European Commission has actually opened official procedures into whether the platform has actually breached the EU’s recently minted Digital Services Act
This, paired with continuous licensing conflicts with huge name gamers like Universal Music Group, may produce major concerns for TikTok as Eurovision’s main partner. Any tune owned by UMG can not lawfully use TikTok without express authorization, as the significant label has actually not restored its licensing contract with the ByteDance-owned business.
Other rights owners, consisting of independent music publishers and even Sony Music Entertainment, might cut ties ahead of the splashy contest– remain tuned.