The EBU have today announced that TikTok is to become the Official Entertainment Partner for this year’s contest.
As Official Entertainment Partner, TikTok will be creating specially created programming, music playlists and behind the scenes content.
Martin Österdahl, Executive Supervisor of the Eurovision Song Contest 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.’
Aswell as being the Entertainment Partners, the EBU have announced that the Semi-Final and Grand Final shows will be streamed via the Eurovision Tiktok account, in a vertical format that combines the official broadcast with a view into the Contest backstage, while the performances are going on.
TikTok users will also have access to backstage content from all the participating artists’ first rehearsals, exclusive to the TikTok platform.
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.
Playlists featuring the participants 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.
Eurovision’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 added:
‘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!’