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TikTok Returns as Eurovision Song Contest’s Official Entertainment Partner

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variety.com

Ellise Shafer TikTok is returning as the official entertainment partner for this year’s Eurovision Song Contest. This marks the social media platform’s third year teaming up with Eurovision, the world’s largest music event.

This year’s Song Contest is taking place in Malmö, Sweden, where 37 countries will put their best musical representatives forward in a worldwide song competition. “As the official entertainment partner, TikTok is the go-to destination for all things Eurovision.

With exclusive access and behind-the-scenes content, TikTok has reimagined the way the world’s biggest live music event is experienced and celebrated,” a press release from TikTok reads. “Now gearing up to elevate the fan experience to new heights, users can search for the dedicated hashtag #Eurovision2024, which will unlock a treasure trove of exclusive content, taking them deeper into the heart of the contest.” Over 589,000 TikTok videos have already been created with the hashtag #Eurovision, highlighting the community’s anticipation for the contest, which kicks off on May 7.

This year’s Eurovision returns to Sweden, which won last year with Loreen’s “Tattoo.” The country produced one of Eurovision’s most successful winners 50 years ago in ABBA, whose song “Waterloo” took home the prize.

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