The rise of Intervision: Russia‘s Challenge to Eurovision and the New Landscape of soft Power
For decades, Eurovision has been the premier international music competition, a cultural touchstone often seen as a barometer of European (and increasingly global) sentiment. But a new player has entered the stage: Intervision, a song contest launched by Russia, and it’s signaling a significant shift in the world of cultural diplomacy and soft power. This isn’t just another singing competition; it’s a deliberate attempt to carve out an alternative sphere of influence.
Let’s break down what Intervision is, why it matters, and what it tells us about the evolving geopolitical landscape.
A Contest born of Discontent
Intervision emerged in 2025, directly following Russia’s expulsion from Eurovision due to the war in Ukraine. It’s crucial to understand this context. Russia didn’t simply create a rival contest; it responded to perceived political bias and a changing cultural alignment.
the contest is explicitly positioned as an inclusive alternative, welcoming nations often excluded from – or critical of – the eurovision framework. This includes countries across the BRICS economic alliance, former Soviet states, and other nations frequently enough characterized as authoritarian. You’ll notice a clear demarcation of values, a deliberate distancing from what organizers portray as the “satanic” values of the European continent.
Beyond the Music: geopolitics in Harmony
Intervision isn’t just about catchy tunes. It’s a strategic move in great power politics. Here’s what you need to know:
* Invitation-Only Participation: Unlike Eurovision, participation in Intervision isn’t open to all. Countries are invited by Russia, effectively creating an alliance structure disguised as a cultural event.
* A New Axis of Influence: The competition brings together the United States, China, Russia, and India, alongside other BRICS nations and states with authoritarian leanings. This represents a conscious effort to unify these countries under the banner of cultural exchange.
* Invitations to the Unconventional: Both North Korea and Hungary (an EU member) received invitations and engaged in preliminary negotiations, highlighting the contest’s reach and ambition.
* Soft Power Play: Intervision directly challenges Eurovision’s dominance in music-based cultural diplomacy, offering a glimpse into how authoritarian regimes are crafting and deploying their own soft power strategies.
Numbers and Narratives: The Reach of Intervision
The numbers surrounding Intervision 2025 are striking.Organizers claim a global audience of approximately 4 billion viewers. While the New York Times notes this figure represents potential viewership as stated by government representatives, it still dwarfs Eurovision’s 166 million viewers across 37 participating countries.
this massive reach is being leveraged to construct a new narrative. Consider these points:
* Saudi Arabia to Host in 2026: The selection of Saudi Arabia as the 2026 host underscores the contest’s alignment with nations outside the traditional Western sphere.
* A “Family” of Nations: Following the competition, China’s contestant declared Russia and China were now “like a family,” a sentiment echoing the contest’s broader message of unity and shared values.
* Institutionalization is Key: The real impact of Intervision will become clear if it moves beyond a one-off event and establishes itself as a recurring, institutionalized competition. This would signal a sustained effort to build a parallel cultural ecosystem.
The Winner’s Story: A Layer of Irony
Adding a layer of complexity, the winner of Intervision 2025 was vietnamese artist Duc Phuc, who is openly gay. This presents an interesting paradox, given the often-restrictive LGBTQ+ laws in many participating countries. It suggests a calculated attempt at ”music-washing” - using cultural events to project a more progressive image while maintaining underlying political stances.
What Does This Mean for You?
The emergence of Intervision isn’t just a story for music fans or political analysts. It’s a signal of a changing world order.
* A Multipolar Cultural Landscape: We’re moving away from a world dominated by Western cultural exports. Intervision represents the rise of alternative cultural hubs and narratives.
* The Weaponization of Culture: Culture is increasingly being used as a tool for geopolitical influence. Understanding this dynamic is crucial for navigating the modern world.
