A phenomenon like the Eurovision is a ‘mainstream’ event that is evolving from having a more traditional media (like television, print) presence reaching an older demographic, to evolving with new ‘digital medias as part of the wider change of ‘mainstream’ culture. By having an understanding of how young people are discovering culture by engaging through digital media (f.ex songs on TikTok, Youtube series), it’s possible to keep up with both audiences and stay relevant.
“Eurovision is relevant for young people, for all people! After upping their game on social media across the board, they’re sharing the spectacle in new formats. While celebrating great song-writing talent, their evolution keeps things relevant to youth by being a cultural platform for creativity, inclusivity and drama, similar to platforms like the ever popular Ru Paul’s Drag Race. You can’t beat the excitement, the tension, and the pure joy that is the scoring of the Eurovision. Youth who love it, love it, because of all the fun, the escapism, the campness and the spectacle, It’s so uncool, it’s cool.” Kieran O’ Donovan, Head of Client Service & Eurovision Diehard, THINKHOUSE
Douze points to the Eurovision - period.