TikTok will be a big part of the upcoming Eurovision Song Contest 2024.
The social media giant is returning as the prestigious international song competition's official entertainment partner.
The move came after Universal Music Group severed ties with the short-form video-sharing platform after it failed to strike a fair music publishing deal.
TikTok in Eurovision 2024
TikTok officially announced the partnership ahead of the highly-anticipated Eurovision 2024 in Malmö, Sweden.
"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 statement from TikTok read.
According to the press release, TikTok has "reimagined the way" Eurovision will be experienced and celebrated through behind-the-scenes content.
"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."
Avid Eurovision fans can join the conversation by searching the hashtag #Eurovision2024 on the platform. Eurovision artists will also be present on the platform to share some never-before-seen snippets during their time in Malmö.
Variety reported that over 580,000 TikTok videos have already been created under the #Eurovision hashtag, while the #Eurovision2024 hashtag already contains more than 42,000 videos. The 2024 Eurovision Song Contest will occur on May 7, 2024, in Malmö, Sweden.
@eurovision The Eurovision Song Contest is back in Malmö, and it's your time to shine in the audience! Experience the magic in Malmö Arena. Tickets available now! #UnitedByMusic #Eurovision2024 ♬ originalljud - Eurovision
TikTok and Eurovision's partnership came at a time when the platform is being subjected to widespread scrutiny in the United States for failing to strike a deal with Universal Music Group's publishing division.
READ MORE : Eurovision Organizers Prep for Possible Protests Over Israel's Controversial Song Lyrics
TikTok vs Universal Music Group
In February 2024, UMG published an open letter titled, "An Open Letter to the Artist And Songwriter Community - Why We Must Call Time Out On TikTok," emphasizing three significant points why they are sticking to the nuclear option of pulling out their entire catalog from TikTok.
One of the key issues UMG highlighted is the disparity between TikTok's actions and its claims. Despite boasting a 'massive and growing user base, rapidly rising advertising revenue, and increasing reliance on music-based content,' TikTok is unwilling to increase its rate of payment for licensed songs in the new contract.
Meanwhile, TikTok clapped back. "It is sad and disappointing that Universal Music Group has put their own greed above the interests of their artists and songwriters," they said.
They also pointed out they could strike "artist-first" agreements with other labels and publishers.
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