Once upon a time, people who listened to Eurovision music were quite rare. If we, Eurovision fans, did find about someone listening to an occassional Eurovision song, the only conclusion to make was that this must be another Eurovision fan, just like us. This "once upon a time" was actually not so long ago.
But now, in the new Loreen era, things have changed drastically. People, "normal" people who have nothing to do with Eurovision, listen to Euphoria. They don't just express a casual positive opinion about it. They want to listen to it. They want to download it. They crave for it, as if it was Rihanna's new single. It also has a screening effect on the the other Eurovision 2012 songs - many people are interested in getting to know them. They think that if the winner of this contest is such a successful hit, the other songs from this year's show might be worth listening too.
I think that we still don't fully understand it, but Loreen started something new here, and Eurovision is about to change as a result. Maybe it's about to become more trendy, more updated, more modern, more popular. We cannot really know yet, but one thing is sure: It's not gonna stay the far-flung odd contest it was.
What was the trigger that made me think about this issue? Today at work I suddenly heard a mobile phone ringing loudly with "Euphoria". And it was not my phone. The sound of the ringtone came from the lockers so I went closer in order to discover who's mobile is was (and then become his / her best friend). But then it hit me. When it comes to Euphoria, It doesn't necessarily mean that the owner of the phone is a Eurovision fan. Because everybody like Euphoria. And they don't like it because it won. They love it because it's a song with the clearest characteristics of a radio hit ever.
I already know what I'm gonna ask the next Swede I'll meet: How do you people do it? When everybody all over the world are struggeling to "sell" things, to make people buy things, you Swedes seem to have found a way to make people crave for your stuff on their free will. They just go crazy for everything your country offers to the world: H&M, IKEA, and now your Eurovision enrty which won hearts and points all over Europe. Tell us, Swedes, what is it that they teach you at school?
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