UK Music Help Lead Research Into The Legacy Of Eurovision

UK Music has joined a steering group that will help oversee vital research to understand the social, cultural and economic impact of Eurovision 2023. 

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28.04.2023: UK Music has joined a steering group that will help oversee vital research to understand the social, cultural and economic impact of Eurovision 2023. 

The Eurovision Song Contest is taking place in Liverpool this year on behalf of last year’s winners, Ukraine.

UK Music was invited to join the steering group following the success of its Power of Music report, which explored the health and wellbeing benefits of music. The report included findings from the public on attitudes towards music as a health tool.

Four separate studies will look at the impact the contest has on the Liverpool City Region, as well as looking at the impact across the UK.

The first study will look at economic impact and this work will help researchers understand the scale and extent of these impacts. This will help the bidding for, planning of, and delivery of future large-scale events and cultural activity.

Looking at both the immediate and short-term legacy (one year on) on the local economy, the commission will try to understand the impact on increased investment, tourism and upskilling within the creative industries across Liverpool, the Liverpool City Region, and the North West.

Metro Mayor Steve Rotheram and the Liverpool City Region Combined Authority, working with Liverpool City Council, the Department of Culture, Media and Sport (DCMS), and the Arts and Humanities Research Council (AHRC) have commissioned AMION Consulting Ltd to carry out an economic impact assessment of the event.

The second study will look at cultural relations and soft power and will explore two questions: Eurovision’s role in developing shared values and mutual relationships during a time of conflict; and the role and impact of Eurovision within city/nation branding and soft power.

The research has been commissioned by the British Council in partnership with Liverpool City Council and the Department for Culture, Media and Sport. The project is led by the University of Hull with a team of consultants from the University of Brighton, the University of Southampton and Royal Holloway (University of London).

The third study will look to understand and address risk-related night-life behaviour. Liverpool John Moores University is undertaking research to look into the health risk of behaviours associated with nightlife during the Eurovision period.

A survey will examine individuals’ past, present and future use of alcohol and drugs – as well as looking at sexual behaviours, exposure to anti-social behaviour and violence and feelings of safety during Eurovision week.

Finally, the University of Liverpool, working in partnership with Liverpool City Council, the Department for Culture, Media and Sport and Spirit of 2012 are delivering an evaluation programme looking at whether hosting the song contest will impact the wellbeing and sense of community of local residents.

Beginning with baseline and follow-up surveys, around 1,300 residents will be asked about their engagement with Eurovision and its associated community events. The survey will investigate whether this has contributed to improved wellbeing, sense of civic pride and citizenship.

This will be followed by focus groups of people contributing or attending Eurovision events. These will explore people’s thoughts, feelings and attitudes towards Eurovision 2023 and what it has achieved for them, the City Region and for the people of Ukraine.

The steering group will also include Liverpool City Council, Liverpool City Region Combined Authority, Arts and Humanities Research Council, BBC, British Council, DCMS, Liverpool John Moores University, Spirit of 2012 and University of Liverpool.

Steve Rotheram, Mayor of the Liverpool City Region, said: “The chance to host a global spectacle like the Eurovision Song Contest is an opportunity that doesn’t come around very often – especially for a city in the UK – that’s why so many cities bid for the accolade.

“As an international event that attracts guests, media and attention from around the world, we’re expecting thousands upon thousands of visitors to descend on the Liverpool City Region next month for a week-long celebration of music, dance, fun and frivolity.

“The £2m that the Combined Authority is contributing towards the staging of Eurovision is just a fraction of the economic return we expect to see from the event, which is predicted to inject £25m into the city region economy in May alone. But the intangible contribution of broadcasting our brand to an international audience could be invaluable.

“With a visitor economy that’s worth nearly £5bn and which supports more than 55,000 jobs, I’m looking forward to seeing the impact that hosting Eurovision will have on our residents, our economy and our culture for years to come.”

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