Eurovision: The antidote to a fragmented European music landscape

Hannah Colbourne

This article looks at the opportunity for brands presented by the annual music competition, Eurovision.

Music is the biggest universal consumer passion point and provides brands with a huge opportunity to strategically resonate with a multitude of audiences. The true scale of music fans is difficult to quantify but taking the music subscription service market alone you’re looking at a global audience of over 616 million users (massive). Then when looking at festival attendees this is over 37 million and for concerts 30 million….in the UK alone. With fans who attend live music events sharing their experiences at a rate of 92% and the hype around global tours such Taylor Swift’s The Eras Tour being...

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