In the heart of Moscow, Shohruhmirzo Ganiyev from Uzbekistan is captivating audiences with a blend of traditional melodies and modern beats, accompanied by the ancient doira drum. He is one of 23 artists competing in the Intervision Song Contest, a revival of a Soviet-era event initiated by President Vladimir Putin. While ostensibly aimed at fostering international cultural cooperation, the contest is widely seen as Russia’s bid to create its own answer to Eurovision, particularly after Russia’s exclusion from the latter following its invasion of Ukraine.
Intervision 2025 draws participants from across Asia, Africa, the Middle East, and Latin America, reflecting Russia’s current political and economic alliances, including nations from BRICS, the Shanghai Cooperation Organisation, and the Commonwealth of Independent States. The diverse lineup, featuring countries like China, India, Brazil, South Africa, and Venezuela, presents a different global musical landscape compared to Eurovision, offering Moscow a platform to showcase its international connections.
The event has not been without its controversies. Brandon Howard, initially set to represent the United States, withdrew shortly before the contest, citing domestic family issues. He expressed support for the event, however, calling it a “beacon of light.” Howard has since been replaced by Australian-Greek singer Vassy. A senior Kremlin official, Sergei Kiriyenko, highlighted the vast reach of the participating countries, representing over half the world’s population.
The contest’s official aim is to promote universal, spiritual, family, cultural, ethical, and religious traditions, a stark contrast to the perceived Western liberalism and inclusivity often associated with Eurovision, especially after Conchita Wurst’s victory in 2014. Russian officials have openly criticized Eurovision’s inclusivity, leading to calls for Russia to develop its own contests. Intervision’s emphasis on tradition, from the folk costumes to the traditional Russian hospitality showcased at the draw with samovars and blinis, signifies a clear divergence from the more contemporary and diverse ethos of Eurovision.
The war in Ukraine casts a shadow over the event, with Ukraine’s Ministry of Foreign Affairs labelling Intervision as a tool of propaganda aimed at distracting from Russia’s actions. Despite these concerns, some participants, like South Africa’s Mzansi Jikelele, expressed nervousness about attending but stated they had been treated well. Russia’s own entrant, Yaroslav Dronov, known as Shaman, whose patriotic song “I’m Russian” has drawn international criticism, represents a more politically charged aspect of the contest.
The success of Intervision in capturing global imagination remains to be seen, especially given the significant time differences among participating nations and the absence of a public vote, with a jury system yet to be fully detailed. For many in Russia, Intervision is a new concept, a revival of a Cold War-era cultural competition, signalling a shift in Russia’s engagement with international cultural events and a deliberate move away from Western-dominated platforms like Eurovision.
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