Breakfast mingling and schlager hype

Last Friday, we sent Navigators biggest fan of Schlager, our copywriter Klara, to a breakfast lecture at Marknadsföringsförening in Malmö. The theme of the morning was the Melodifestivalen and Eurovision Song Contest where Malmö City gave an insight into the preparations for the gigantic event.

100 000 people are expected to come to Malmö when the Eurovision Song Contest is held in mid-May. It was announced in July that Malmö will host the Eurovision Song Contest for the third time, thanks to Loreen's victory in last year's contest.

Glitter party all over town

Karin Karlsson from the City of Malmö attended the breakfast lecture and explained how the city is preparing for the big music festival. Fan engagement is expected to be huge, and for one week in May, the whole of Malmö will be transformed into a giant glitter party. In addition to a Eurovision Village in Folkets Park, there will be pop-up shops, carnival rides and concerts.

Focus on sustainability

Karin also explained that sustainability plays an important role in the event, and that they are now looking at different solutions to make the activities as climate-smart as possible. The City of Malmö is also keen to ensure that Eurovision is an event for everyone, and not just for the few who have managed to get tickets to one of the shows at Malmö Arena. All Malmö residents should be able to take part in the party and together create an open and inviting atmosphere.

Melodifestivalen attracts young audience

Karin was joined by Anna-Maria Havskogen, the Melodifestivalen's communications and press officer, who talked about the organization behind the Swedish competition, which kicks off in Malmö this Saturday. Among other things, she said that the program has recently received a big boost from the young audience, and through channels such as TikTok and Discord, the party can continue far beyond the TV broadcast.