The logo of the Eurovision Song Contest

Love wasn’t shining much of a light in TikTok’s congressional hearing yesterday, with politicians still making their mind up on whether to push for a ban on the app.

The company’s CEO firmly defended himself from accusations that he’s a puppet on a string pulled by the Chinese government, but it’s too early to tell whether this is TikTok’s Waterloo, or whether its reputation can rise like a phoenix…

Alright, alright, we’ve run out of Eurovision Song Contest-winning songs to crowbar in to this news story. But at least the news is positive for TikTok: it has been chosen as the official entertainment partner for Eurovision 2023 – its second year in that role.

It’s promising activations “from specially created livestreams and exclusive performances in app, to music playlists and behind-the-scenes content” with those livestreams including the semi-finals on 9 and 11 May, and the grand final on 13 May.

There will also be content for people visiting host city Liverpool during the event, and a ‘legends’ performance in the official fan village.

Last year, TikTok’s Eurovision livestreams attracted 5.8 million viewers, so it will be hoping to go bigger and better this time round.

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Stuart Dredge

Music Ally's Head of Insight

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