Latvia’s exit at the semi-final stage means this year’s Eurovision Song Contest final won’t be enlivened by the cunnilingus-meets-climate-activism crossover nobody saw coming in 2022.

However, there are plenty of other songs jostling for this weekend’s prize, and some of them are making inventive use of startups. Italy’s entry ‘Brividi’ for example.

Universal Music Italy has been working with Ukrainian social app Obimy, which has surged to four million users since its launch in March.

The app is based on sharing tactile, virtual ‘senses’ – hugs, kisses, even (friendly!) slaps – through animations and vibrations. Universal worked with Obimy to create a sense called ‘Brividi’ whose vibration matches the beat of the song’s chorus.

The label told Music Ally that in the first 24 hours after launch, the sense was shared more than 460k times. Ukraine’s Eurovision entry ‘Stefania’ also has a sense in the Obimy app. A neat example of labels hopping onto a buzzy new social app to see what’s possible.

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