Since its debut in 1956, the Eurovision Song Contest has become one of the most iconic events in global entertainment.

With over 200 million viewers tuning in each year, it’s more than just a show – it’s a cultural phenomenon uniting audiences through the power of music, diversity, and celebration.

For the 2025 edition, we were thrilled to be tasked with setting the tone for Switzerland’s moment on the global stage – because when it comes to Eurovision, the sound really is everything.

Challenge

For ESC25, our mission was clear: refresh Eurovision’s sound to captivate a modern audience while preserving its legendary, celebratory roots. We sought to establish a sonic identity that could:

Set the tone
Reflect the brand’s joyful and welcoming spirit.

Honour the Legacy
Switzerland was there at Eurovision’s inception, so we needed to spotlight their pivotal role.

Celebrate Unity & Diversity
We wanted to draw inspiration from the 'Unity Shapes Love' brand identity, while ensuring it reflects the diverse tapestry of Swiss music.

Be Unforgettable
Because, let’s face it, Eurovision keeps us buzzing long before the curtain rises and long after it falls.

Approach

We began by diving deep into Eurovision’s legendary sonic history and Switzerland’s musical heritage. Then came our big idea: radiate. Sound, at its core, is a wave. And just like Eurovision itself, it connects people across borders and cultures. It’s a celebration that thrives on collective energy — artists, fans, and nations all coming together.

So, we asked ourselves: what if we captured that radiant energy in sound? The vibrations of connection, the waves of excitement, the undeniable pulse?

Solution

Béa Day, Head of Creative Direction at MassiveMusic Amsterdam, sums up the heart of this project: "For the sonic identity of Eurovision, we drew inspiration from the brand identity ‘Unity Shapes Love’, capturing the power of connection through music. The sonic DNA, ‘See You Radiate’, is a bold, dynamic track with unexpected twists that blends Swiss

"The collaboration, creativity, and ability to deeply understand this special brief were inspiring."
Art'ur DeyneuveCreative Art Director
LQIP
Result

Eurovision’s first-ever comprehensive sonic identity, including a bespoke sonic DNA track, an iconic sonic logo, custom voting sounds, and seamless transition elements. It’s a soundscape that celebrates individuality and diversity as well as capturing the brand’s unifying essence. It’s a sound as memorable as the Eurovision stage itself.

LQIP
In the Press

Lea Rindlisbacher from EQAL told LBB Online: "We're incredibly proud to be part of this amazing project. MassiveMusic has been the perfect partner to craft the Eurovision Song Contest's sonic branding, going above and beyond to achieve this outstanding result."

More on this project:

Marketing Tribune ↗
Eurovision Song Contest comes with sonic identity

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LQIP