ESC in Austria: "A Unique Opportunity"

The Eurovision Song Contest is returning to Austria - bringing a lot of attention to the local music scene. Accordingly, JJ's victory in Basel with his dramatic number "Wasted Love" is also well received. He has shown "that Austria has a lot to offer musically between tradition and modernity," notes Franz Pleterski, president of the music industry association IFPI. In general, the industry looks forward to the competition with hope.

"The performance at the ESC is the starting signal for enormous worldwide attention," emphasizes Pleterski in a response to the APA. In a very short time, "Wasted Love" has generated several million streams "and thus ensures international presence". Not only for this reason does Austria position itself "once again as a music country with a lot of creativity, extraordinary talents, and international competitiveness".

Now, of course, the big question is where the Song Contest 2026 will take place. Various locations have already put themselves forward. "The advertising value for tourism, culture, and the creative economy is enormous," Pleterski points out. "At the same time, a unique opportunity opens up for the domestic music market to present itself globally." The preparation time is "a significant time window that the Austrian music market should optimally utilize". After all, a successor act for JJ needs to be found. In this regard, Pleterski is optimistic, as Austria has "produced many outstanding talents and new music creators want to be discovered".

Development at Song Contest

Franz Hergovich from the music information center mica struck a similar chord. The importance and image of the ESC have "changed quite positively since 2014. Conchita was loved everywhere, but also taken seriously and respected in the music scene," he refers to JJ's predecessor as the red-white-red triumphant. "She also actively advocated for and supported the local scene. As a result, the ESC became part of the universe of a much broader local music scene than was the case in previous years. There are numerous artists from the independent sector who have considered participating."

A "proper execution" of the mega event will be possible despite budget constraints, according to Hergovich. "And that's a good thing. Such opportunities should be seized, as the image gain and indirect profitability of such an event are very significant with good execution." Not least for the domestic music industry, there could be impulses, "but only if the music industry is considered from the beginning and not just approached from a tourist perspective." In any case, the international potential of local artists, as well as companies in the creative industry, is present "and should be utilized with appropriate support."

"Deserved Visibility" Hoped For

His assessment of the direct impact of the ESC 2015 on the local scene is more critical. "The international perception of local music creation has certainly improved in the years since 2015," said Hergovich, "but the hosting of the ESC in Vienna has hardly contributed to this from our perspective. The support for local music creation by ORF has unfortunately not improved since then." Pleterski hopes for a "deserved visibility" for the local scene through the renewed hosting, and not just beautiful images of tourist destinations. "We are ready for discussions with ORF and politics to shape this opportunity together."

"Crossing Borders is Important"

PR and music expert Sabine Kronowetter describes JJ's victory in Basel as motivating: "He spreads so much positive energy." Conchita also set an important example with her victory in 2014, "and I believe she has inspired many people to this day. You can also see it in the number of Austrians who are now working internationally for the ESC." This year alone, five current or former candidates were involved in the event in Basel, from JJ and his co-songwriter Teya to the duo Abor & Tynna representing Germany, to Kaleen and Cesár Sampson, who contributed to stage design and the creative team of international acts, respectively. "But the motivation goes beyond the music scene," emphasizes Kronowetter. "Just like with JJ now - you can only be happy for his success." The Song Contest can certainly have an impact, especially in difficult times: "This is where dialogue happens. Crossing borders is important."

(APA/Red)

This article has been automatically translated, read the original article here.