Pop diplomacy: Eurovision gives Canada a chance to flex ‘soft power,’ expert says

OTTAWA – Canada should dust off its sequins and get ready to dazzle Europe, a historian said Thursday after the country took a major step toward joining the Eurovision song contest.

Canada is cleared to take part in the annual celebration of pop music and daring outfits, now that CBC/Radio-Canada has become a full member of the European Broadcasting Union.

Taking part is a way for Canada to increase its presence and visibility in Europe, said Dean Vuletic, a historian specializing in Eurovision.

“This is one of the biggest cultural events uniting Europeans,” he said.

“Ever since it was created in 1956, it has been an event that has reflected political and social changes in Europe and it has been an event that has been used by countries to fashion images of themselves internationally, to fashion their soft power abroad.”

Prime Minister Mark Carney has made closer ties with Europe a cornerstone of his foreign policy. In last fall’s federal budget, the government said it was looking at getting Canada into the popular song contest.

Vuletic said participating also means “membership in an event that has been attached to liberal political and social values, especially in recent decades, when Eurovision has especially been seen as a stage for the promotion of the visibility and rights of minorities, especially sexual minorities.”

No Canadian has ever competed in Eurovision while representing Canada — although Céline Dion did win the contest for Switzerland in 1988 with her hit Ne partez pas sans moi.

A decade earlier, the contest turned the band Abba from a Swedish touring group to global superstars. Other Eurovision acts have included Polish models suggestively churning butter and one Ukrainian performer in a hot pink cap rapping about his mother, just as Russia was invading his country.

The contest also has faced some serious political crises. Vuletic cited the recent controversy over Israel’s participation, which led five public service broadcasters to boycott the event this year.

Eurovision is co-ordinated by the European Broadcasting Union. CBC/Radio-Canada became a full member of the union after a vote at the broadcasting union’s general assembly on Thursday.

“The move formalizes and deepens the long-standing relationship between Canada’s national public broadcaster and the EBU,” the broadcasting union said in a press release.

Extending membership to Canada, Vuletic said, is “really about strengthening public service media globally.”

The full membership also gives Canada access to members’ networks, including networks for investigative journalism and verification, the press release said.

“This new chapter in our relationship with the EBU and its members will deepen our co-operation at a time when the collective impact of public service media is essential,” CBC’s CEO Marie-Philippe Bouchard said.

“It’s an important milestone that will benefit people on both sides of the Atlantic by helping to combat disinformation and support cultural expression.”

She said Canada will participate fully in the Eurovision news exchange, which will “allow more Canadian news and perspectives to reach audiences in Europe, and bring more international coverage to Canadians.”

A spokesperson for CBC/Radio-Canada said the public broadcaster would release more details about the song contest later.

Vuletic said Canada should take advantage of being a fresh face in the competition.

“Capitalize on the novelty factor, on the exoticism factor in the first years of your performances, because that’s when you’ll probably be rewarded,” he said.

“Afterwards, you’ll just become one of the rest and you really have to impress the audience with an exceptional song.”

And sending a well-known pop star won’t necessarily ensure victory, he noted.

“Eurovision is also a contest about underdogs. The audience loves to see unknown artists succeed,” Vuletic said.

— With files from Dylan Robertson

This report by The Canadian Press was first published June 25, 2026.