Promotion is promotion. A memo Justin Timberlake clearly understands.
For, it has been announced that the superstar singer will be the first ever non-competing act to perform at the Eurovision Song Contest 2016.
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The annual competition sees European countries battle it out, with local artists representing their nation. Each region scores every performance (sans their own) with the winner being the country with the most points.
Timberlake’s enlistment for the May 14th finale is odd on a number of fronts.
First, he’s American.
Still, in today’s homogenised music industry – one which sees the US at its epicentre – that’s more than passable. And with new single ‘Can’t Stop The Feeling’ to promote, it’s a means of plugging the cut to the Euro mass.
What’s most interesting though is that the competition, while still prestigious in some locales, is considered by many to be tacky and more circus than serious. Hence, it’s an eyebrow-raising alignment for one of music’s top talents.