Skip to main content

Greener, more personalised Postcards revealed for Malmö 2024

29 April 2024 at 08:16 CEST
iolanda rehearsing Grito for Portugal at the First Rehearsal of the First Semi-Final at Malmö Arena Sarah Louise Bennett / EBU
SVT has revealed the theme of the Postcards that we'll be seeing before every participant's performance at the 68th Eurovision Song Contest in Malmö.
Malta's Sarah Bonnici films her postcard for Malmö 2024

Viewers watching the Eurovision Song Contest 2024 at home can now look forward to a whole new way of being introduced to the 37 artists competing in Malmö.

The Postcards that audiences will see before each competing entry will now have a drastically smaller carbon footprint, while at the same time offering viewers a much more personalised greeting from the performer, as well a celebratory glimpse back through each country's rich Eurovision Song Contest history.

Per Blankens, TV Producer for the 68th Eurovision Song Contest, outlines the concept of this year's Postcards:

"For the Postcards this year we decided on a fun challenge. What if the postcards could be sent to us rather than us traveling in order to save the environment – and money. After all, they are called postcards."

Per Blankens, TV Producer for the 68th Eurovision Song Contest Corinne Cumming / EBU

As well as the Postcards now coming to us via greener methods, it also means that we get a truer sense of where each artist is coming to Malmö from - with the camera now being placed in their own hands rather than through the gaze of anyone else.

"Each of the Heads of Delegation got the assignment to make sure that each artist was filmed in 'selfie mode' with a smartphone – the way we are used to seeing it on social media." 

The Postcard will not only introduce the performers, but also the countries that each act is singing on behalf of. And this will also extends to the context of our participating broadcasters' most memorable moments at the Eurovision Song Contest.

"We also added some public service – a graphic map to see where all the countries are located in the world. And then we wanted to celebrate the rich and incredible history of the Eurovision Song Contest by adding a couple of previous great entries from the Eurovision archives of each country." 

But the front-facing camera isn't the only way in which our viewers will be seeing our artists before they take to the stage. Our elegant entertainers will also be photographed in all of their fashion-forward finest, for the perfect parting shot ahead of one of the most important performances of their career. 

"To top things off, we wanted to show the artist in a glamorous fashion as a counterpoise to the selfies. So we are ending with a glam shoot. Map, archive, selfies and glam shot – a lot of things goes into this year’s postcards. But as it is the most recurring item in the shows, they need to move things along and be entertaining!"

Moldova's Natalia Barbu backstage at Malmö Arena before her first rehearsal Alma Bengtsson / EBU