Eurovision's Soft Power Play As the world watches the glittering spectacle of music and dance unfold on television screens each spring, few may realize that Eurovision has become a significant player in soft power politics.
This annual song contest, now in its 67th edition, has grown into a beloved global brand, promoting European culture and unity.
The Rise of Eurovision as a Global Brand Eurovision's history dates back to 1956, when seven European Broadcasting Union (EBU) member countries gathered in Lugano, Switzerland, to hold the first contest.