Business News Deals Digital Media

Eurovision partners with TikTok

By Andy Malt | Published on Thursday 14 April 2022

TikTok has been appointed ‘official entertainment partner’ of this year’s Eurovision Song Contest. Its role will be to ensure that anyone accessing official Eurovision stuff on TikTok is thoroughly entertained, in a suitably official way.

To carry out this important role, TikTok will be putting up all sorts of Eurovision stuff, including Eurovision-themed playlists and behind-the-scenes content. You’ll also be able to watch the semi-finals and grand final of the competition in vertical video format through the TikTok app, although I’m not sure why you’d want to do that.

“We’re excited to bring the magic and music of Eurovision to our community this year”, says TikTok’s EU General Manager Rich Waterworth. “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!”

Executive Supervisor of the Eurovision Song Contest Martin Österdahl, adds: “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 grand final of this year’s Eurovision Song Contest takes place on 14 May.