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TikTok becomes ‘Official Entertainment Partner’ of Eurovision Song Contest 2022



The European Broadcasting Union, organizers of the Eurovision Song Contest, has announced it has selected TikTok as its “Official Entertainment Partner” for the 66th edition of the event in May. Hosted in the Italian city of Turin, with ‘The Sound of Beauty’ as its theme, for the first time TikTok’s global community of one billion will be at the heart of the event.

As entertainment partner, TikTok will be celebrating the music, the artists, the countries, the history and the event itself, bringing the magic of Eurovision to its music-loving global audience. Specially created programming, music playlists and behind-the-scenes content will bring TikTok’s audience and its creators into the heart of what makes Eurovision the most watched, loved and celebrated music event in the world.

TikTok’s love of Eurovision continues to build, with a staggering 3.7 billion views of #Eurovision videos to date, with over 1.4 billion video views on the hashtag #Eurovision2021 last year alone. The TikTok community turned to the platform to share their excitement of the acts and appreciation of the music, celebrate the performances and to support their country’s entries, with their creativity and passion shining through the millions of video creations. In turn Eurovision performers used TikTok to reach their fans, bringing them into the heart of the contest and showing what it was like to compete.

This year - through the partnership - fans will be even closer to the artists on their journeys from rehearsal through to Grand Final, giving a more engaging and even deeper Eurovision experience.

With a month to go until the Grand Final, The European Broadcasting Union - organizers of the contest since 1956 - has confirmed the Semi-Final shows and the Grand Final itself will be streamed via the Eurovison account, in a unique new vertical format that combines the official broadcast with a view into the contest’s backstage, while the performances are going on.

The TikTok community will also have access to backstage content from all the participating artists' first rehearsals, exclusively on TikTok. TikTok teams across Europe will also work with their national entries and a content hub will be set up in the app, celebrating and promoting all things Eurovision, as the live shows approach on May 10th, 12th and 14th. Playlists featuring the entrants will live on TikTok’s Sound Pages, allowing users to create and share their own videos, bringing the music of the contest to life in a way that only the TikTok community can make happen.

Eurovison’s TikTok account will feature exclusive content every day throughout the contest, including a daily highlights video as well as behind the scenes action as the contest takes over Turin. Dedicated national programming for TikTok fans will be unveiled in the coming weeks.

Rich Waterworth, General Manager EU, TikTok said: “We’re excited to bring the magic and music of Eurovision to our community this year. TikTok is the home of entertainment and creativity and I know our creators and users across Europe and beyond will embrace this much-loved celebration of music and culture. We’ll be bringing fans exclusive content, taking them behind the scenes and placing them at the heart of the show itself. We can’t wait to see how our community will be inspired by Eurovision this year!”

Martin Osterdahl, Executive Supervisor of the Eurovision Song Contest for the EBU said:“We’re delighted to be making TikTok the Official Entertainment Partner of the 2022 Eurovision Song Contest, working closely to create even more exclusive and engaging content. The TikTok community really embraced the Eurovision Song Contest last year and now we’re looking forward to giving them unprecedented access to the world’s largest live music event and inspiring a whole new generation of fans.”

The hashtag #Eurovision2022 is now live for TikTok and Eurovision fans around the world to showcase their creativity and celebrate the joy of the world’s biggest and most loved song contest.

To be part of the magic of Eurovision follow @Eurovision. The countdown to Turin begins on TikTok.

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