With Eurovision 2023 just around the corner, TikTok is encouraging Europe’s talented artists to take the stage on TikTok and celebrate Europe’s biggest musical event.

As Official Entertainment Partner of the Eurovision Song Contest, TikTok is today launching ‘where stars get started’, an advertising campaign for Eurovision starring Sam Ryder, who has also been announced as TikTok’s official Eurovision ambassador.

Appearing now on billboards across Liverpool, the campaign shines a light on how stars get started, like TikTok superstar Sam Ryder who represented the UK last year and came second overall (having won the Judges’ vote) to Ukraine with ‘SPACE MAN‘ . The 30-second ad will run on video-on-demand services, digital media and out-of-home locations through 1-14 May, as well as in-app on TikTok. Look out for billboards in Liverpool Media Wall, Cavern Quarter, Liverpool Towers and other city spots.


“TikTok is where stars get started – and that’s true whether you are a wedding singer who become a global superstar like Sam Ryder, or a small business like @TheBagelry who use TikTok to connect with customers across the country. With this campaign, we want to inspire creativity and invite audiences across the globe to join the celebrations on TikTok. Eurovision is such a special event in the hearts of the TikTok community and we’re proud to be working with Sam as our Eurovision ambassador alongside local small businesses, to bring the magic of Eurovision and this vibrant city to life for our global community.”

Alastair Boyle, Marketing Lead Europe TikTok


The advert sees Sam reflect on his incredible journey in a few short years – from singing at weddings, posting videos singing in his mum’s kitchen on TikTok to performing as a finalist at Eurovision. He tells the world that it’s now their chance to lift up another dreamer, embrace the journey to the Eurovision final and discover the next big thing with TikTok.

Sam Ryder is a TikTok sensation with over 14 million followers and 127 million likes. He started his TikTok journey by posting acoustic covers with his own unique twists which were duetted by celebrities like Alicia Keys, leading to Sam signing with Parlophone and performing at Eurovision. He’s since dominated the music industry with charting singles, international touring and remains the most followed UK artist on TikTok.

We will also have an out-of-home billboard campaign spotlighting small businesses in Liverpool. Live now until 14 May, the campaign will feature @utilitygiftstore – the ideal store for quirky, design-led gifts, @bagelrypool – the ultimate place for Liverpool style bagels and donuts, and coffee shop @boldstreetcoffee who takes latte art very seriously!.

The billboards showcase a snapshot of testimonies and TikTok videos from the businesses, including how the TikTok community helped the Utility Gift Shore achieve record sales this year, and The Bagelry reach new customers across the country. The three businesses will also display a TikTok Places sticker in their shop window during Eurovision to encourage customers and visitors to share their experiences of these local favourites on TikTok.

Liverpool is also home to one of the most thriving busking communities in the UK. In the weeks the contest takes over the city, we will be supporting up-and-coming local artists by supporting key busking sites around Liverpool at Holy Corner, Liverpool One, Sugar House Steps and at Liverpool Lime street.


With over 1 billion video views for #Eurovision2023 already, this year is set to be greater than ever, with so many different ways for our community to get involved – whether you are watching the contest from home or heading to Liverpool. It’s time to take the stage on TikTok!

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