Learn from Sweden
As of now, the Swedish approach seems to be very fruitful. Two victories in 3 years – and two songs that went on to chart all over Europe. They were well sung, relevant songs, well staged and very current. They sounded (and looked) like something that you could easily find on MTV now or whatever has substituted the channel in the meantime.
In 2014 BBC attempted to get closer to Sweden by asking Anders Hansson to be on board for the production of the song. That was just the first step – why not ask to SVT tips on how to be relevant again?
Let’s walk down memory lane. Sweden achieved bad results between 2007 and 2010. What did they do? They changed the line up of Melodifestivalen: they cut down on the schlager, they opened the show to a broader spectrum of music genres and they ended up on the podium four times out of five.
Was that magic? Nope, probably they just asked themselves what wasn’t working and what the audience wanted.
Will we ever see the British Loreen?
