Latest news with #Kristiansen
Campaign ME
21-05-2025
- Business
- Campaign ME
What MENA marketers can learn from fandom strategy
With the Middle East becoming a global hub for entertainment and tourism, regional marketers have a unique opportunity to employ the power of fandom to build enduring brand loyalty. LEGO's innovative fan engagement strategies, coupled with the recent announcement of Disneyland Abu Dhabi offer valuable lessons for brands in the region. Get your tickets to the Campaign Breakfast Briefing: Marketing Strategies 2025 on May 29, where top industry leaders will gather to unpack game-changing practices within the world of marketing. Marketers must build communities, not just customers LEGO's transformation from a company on the brink of bankruptcy in the early 2000s to a global powerhouse is a testament to the power of community. Jørgen Vig Knudstorp, who recently stepped down from his board position leaving behind a legacy of visionary leadership, is widely credited for one of the most remarkable corporate turnarounds. When he assumed the role in 2004 as the first person outside the founding Kristiansen family to manage the company, LEGO was facing a severe financial crisis, with significant losses and declining sales. Under his leadership, the company not only returned to profitability but also became a global leader in the toy industry. This approach was far from conventional. In a bold move, the company embraced community-driven innovation. LEGO acknowledged its adult fan base, known as AFOLs (Adult Fans of LEGO), by creating platforms for them to contribute directly to the brand's evolution. Recognising the untapped potential of adult fans, Knudstorp actively engaged the AFOL community, leveraging their passion and creativity through initiatives such as LEGO Ideas, which transformed fan designs into best-selling sets. The LEGO House in Billund, Denmark, further showcases the brand's commitment to its fans. This 'Home of the Brick' features massive displays of fan-made creations, interactive exhibits, and workshops that celebrate creativity and community. This physical space serves as a pilgrimage site for fans, cementing LEGO's legacy as a brand. More recently, the BrickLink Designer Program has taken fan involvement to the next level. Acquired by LEGO, BrickLink is a marketplace for custom LEGO designs. Through the Designer Program, fans can submit designs for crowdfunding. Once fully funded, these designs are manufactured and distributed by LEGO, with fan designers earning both recognition and financial reward. This initiative highlights a crucial shift in the industry: fans are no longer just passive consumers but active co-creators in brand storytelling in revitalising classic themes, blending nostalgia with contemporary creativity. This level of engagement goes beyond marketing; it positions fans as stakeholders in the brand's success. This participatory culture has not only kept LEGO relevant but has also allowed it to thrive in an increasingly competitive market, offering MENA brands and marketers a blueprint for sustainable growth through community engagement. Disneyland Abu Dhabi: A cultural fusion Disney's announcement of its first Middle Eastern theme park in Abu Dhabi marks a significant milestone in the region's entertainment landscape. Set to be located on Yas Island, the park aims to blend Disney's iconic storytelling with Emirati culture and architecture. Bob Iger, CEO of The Walt Disney Company, emphasised that the park will be 'authentically Disney and distinctly Emirati,' highlighting a commitment to cultural integration. This strategic move aligns with the UAE's broader vision to diversify its economy through tourism and entertainment. By creating a space that resonates with local culture while offering globally recognised experiences, Disney is setting a precedent for how international brands can successfully enter and thrive in the MENA market. The announcement of Disney's upcoming theme park in Abu Dhabi has ignited a wave of speculation and excitement across social media platforms. Fans worldwide are actively discussing how this new park might differ due to its unique location. For example; on TikTok and Reddit, fans are sharing ideas about potential attractions that blend Disney's iconic storytelling with Emirati culture, such as incorporating attractions inspired by regional folklore – enthusiasts have floated ideas such as rides based on the legend of Umm Al Duwais or storytelling zones inspired by One Thousand and One Nights, reimagined with a modern Disney twist. Facebook groups dedicated to Disney enthusiasts are buzzing with discussions about how the park's design might adapt to Abu Dhabi's climate. This community-driven dialogue reflects a participatory culture where fans feel invested in the development process, offering suggestions and expressing hopes for culturally resonant experiences. What is particularly noticeable is Disney's willingness to lean into these conversations with fans. The company has embraced engagement by hosting forums and Q&A sessions, encouraging fans to share their ideas, as well as spotlighting regional influencers in Abu Dhabi. This approach not only promotes a sense of belonging among Disney's global audience, but also demonstrates the company's commitment to integrating community feedback into its projects. By valuing and incorporating fan contributions, Disney reinforces a shared purpose and connection with its audience, ensuring that the new park resonates with both new, local visitors and long-time international fans. The road ahead for marketers The MENA region stands at the cusp of a new era in brand engagement, where storytelling and community are paramount. By learning from global examples such as LEGO and Disney, regional marketers can craft strategies to captivate audiences and empower them to become co-creators. In doing so, brands can build lasting relationships that transcend traditional consumer dynamics, fostering vibrant communities that drive sustained success. In a landscape increasingly defined by experience and participation, the brands that will thrive are those that invite their audiences to be part of the story. Dr Vlada Botoric, PhD, Assistant Professor, Zayed University
Leader Live
17-05-2025
- Entertainment
- Leader Live
Graham Norton reveals Remember Monday's ‘great advantage' for Eurovision
The trio, made up of friends Lauren Byrne, Holly-Anne Hull and Charlotte Steele who met at school in Hampshire, are the first all-female British group act since Precious in 1999. They will compete in Saturday's grand final in Basel, Switzerland, against touted favourites such as Sweden's Kaj with their entry Bara Bada Bastu, about Nordic sauna culture, Austria's JJ (Johannes Pietsch) with the emotional song Wasted Love, and Israeli singer Yuval Raphael with the ballad New Day Will Rise. Irish talk show host and 'king of Eurovision' Norton will return to provide commentary for the BBC. He said: 'Remember Monday have a great advantage in that they are unlike any other act this year. 'Their vocals and harmonies are flawless, the song has a very strong hook and the trio are hugely likeable. With a decent place in the running order they should do very well indeed.' On Saturday, Remember Monday will be eighth to compete – meaning they will follow Raphael, Norway's Kyle Alessandro, the youngest Eurovision act this year at 19 years old, Estonia's Tommy Cash with the Italian parody Espresso Macchiato, and Ukraine's Ziferblat. Norton said that successful acts have good songs that have a 'hook' and 'interesting staging'. He added: 'It doesn't have to be complicated, just clever and fresh. 'Lastly, and this is the hardest of all, the act needs to be likeable and somehow get their personality across to the audience. Not forgetting great vocals.' Speaking about the entries this year, he said: 'It's a big year for party anthems and the two that stand out for me are Miriana Conte representing Malta, and Emmy (Kristiansen) for Ireland with an unlikely banger about an immortal dog (unfortunately they didn't make it through to the Grand Final). 'Cutting through all the noise I think Italy might have a good year with a classic rock ballad performed by Lucio Corsi.' Norwegian singer Kristiansen failed during Thursday's semi-final to get enough votes for Laika Party, which imagines the Soviet space dog as alive, while Malta's high-energy diva Conte did progress to the final with Serving. As one of the 'big five' along with the UK, Spain, France and Germany, Italian singer Corsi did not have to compete in earlier bouts. He did perform his glam rock track Volevo Essere Un Duro (I Wanted To Be A Tough Guy) on Tuesday night. Norton said: 'I know nothing about the plans for the grand final yet, but when it's a country like Switzerland that haven't hosted for 36 years, I suspect they are going to pull out all the stops. I can't wait to see what they have in store.' There has been some speculation that Canadian singer Celine Dion, who won for the Swiss with Ne Partez Pas Sans Moi in Dublin 1988, would perform in the grand final. One confirmed act is last year's winner Swiss singer Nemo, who triumphed with The Code, and will perform their new song Unexplainable during the event. Norton said: 'To be honest I love everything about Eurovision. It's scale and sincerity are unmatched. 'The extreme range of musical styles and talents in the contest combined with the coming together of countries and fans makes it a contest like no other.' The winner will be determined by a combination of points from national juries and viewer votes in the participating 26 countries, along with a separate rest of the world vote. TV coverage for the final is provided by Norton, on BBC One at 8pm BST on Saturday, while British audiences can listen to BBC Radio 2 and BBC Sounds for live coverage with presenters Rylan Clark and Scott Mills.
South Wales Guardian
16-05-2025
- Entertainment
- South Wales Guardian
Graham Norton reveals Remember Monday's ‘great advantage' for Eurovision
The trio, made up of friends Lauren Byrne, Holly-Anne Hull and Charlotte Steele who met at school in Hampshire, are the first all-female British group act since Precious in 1999. They will compete in Saturday's grand final in Basel, Switzerland, against touted favourites such as Sweden's Kaj with their entry Bara Bada Bastu, about Nordic sauna culture, Austria's JJ (Johannes Pietsch) with the emotional song Wasted Love, and Israeli singer Yuval Raphael with the ballad New Day Will Rise. Irish talk show host and 'king of Eurovision' Norton will return to provide commentary for the BBC. He said: 'Remember Monday have a great advantage in that they are unlike any other act this year. 'Their vocals and harmonies are flawless, the song has a very strong hook and the trio are hugely likeable. With a decent place in the running order they should do very well indeed.' On Saturday, Remember Monday will be eighth to compete – meaning they will follow Raphael, Norway's Kyle Alessandro, the youngest Eurovision act this year at 19 years old, Estonia's Tommy Cash with the Italian parody Espresso Macchiato, and Ukraine's Ziferblat. Norton said that successful acts have good songs that have a 'hook' and 'interesting staging'. He added: 'It doesn't have to be complicated, just clever and fresh. 'Lastly, and this is the hardest of all, the act needs to be likeable and somehow get their personality across to the audience. Not forgetting great vocals.' Speaking about the entries this year, he said: 'It's a big year for party anthems and the two that stand out for me are Miriana Conte representing Malta, and Emmy (Kristiansen) for Ireland with an unlikely banger about an immortal dog (unfortunately they didn't make it through to the Grand Final). 'Cutting through all the noise I think Italy might have a good year with a classic rock ballad performed by Lucio Corsi.' Norwegian singer Kristiansen failed during Thursday's semi-final to get enough votes for Laika Party, which imagines the Soviet space dog as alive, while Malta's high-energy diva Conte did progress to the final with Serving. As one of the 'big five' along with the UK, Spain, France and Germany, Italian singer Corsi did not have to compete in earlier bouts. He did perform his glam rock track Volevo Essere Un Duro (I Wanted To Be A Tough Guy) on Tuesday night. Norton said: 'I know nothing about the plans for the grand final yet, but when it's a country like Switzerland that haven't hosted for 36 years, I suspect they are going to pull out all the stops. I can't wait to see what they have in store.' There has been some speculation that Canadian singer Celine Dion, who won for the Swiss with Ne Partez Pas Sans Moi in Dublin 1988, would perform in the grand final. One confirmed act is last year's winner Swiss singer Nemo, who triumphed with The Code, and will perform their new song Unexplainable during the event. Norton said: 'To be honest I love everything about Eurovision. It's scale and sincerity are unmatched. 'The extreme range of musical styles and talents in the contest combined with the coming together of countries and fans makes it a contest like no other.' The winner will be determined by a combination of points from national juries and viewer votes in the participating 26 countries, along with a separate rest of the world vote. TV coverage for the final is provided by Norton, on BBC One at 8pm BST on Saturday, while British audiences can listen to BBC Radio 2 and BBC Sounds for live coverage with presenters Rylan Clark and Scott Mills.
Rhyl Journal
16-05-2025
- Entertainment
- Rhyl Journal
Emmy ‘did a deep dive on Irish culture' to represent Ireland at Eurovision
Kristiansen will perform her song Laika Party, about a Soviet dog sent to space, during the second semi-final in Basel, Switzerland, on Thursday. The 24-year-old hopes to replicate Bambie Thug, who at Malmo 2024 was the first Irish entrant to make the final since Ryan O'Shaughnessy in Lisbon in 2018. Norway's Kyle Alessandro, the youngest to compete in Basel at 19-years-old, qualified on Tuesday during the first semi-final with the fiery song Lighter, and is hopeful he will be joined by Kristiansen. In the Swiss city on Thursday, he told the PA news agency that both the singer and her keyboardist brother Erlend Kristiansen are 'amazing'. He added: 'I've known them since I was a little kid, and their dancers are also Norwegian this time around. So they're bringing Norwegian-ness to the stage. 'But I know that Emmy has also taken a deep dive into the Irish culture.' Kristiansen did not go through in the Norwegian contest, and instead won Ireland's Eurosong 2025 to earn the right to enter for Ireland. Alessandro said he was having a similar experience 'because I'm half Spanish, so I represent Norway, but a little bit Spain also because it's my father's homeland'. The singer is also having his final school exams on Monday, after he competes on Norwegian Constitution Day on May 17, a day when he would normally be doing the 'russ', a once-in-a-life time event for graduates where he would wear colourful trousers and take part in wild activities. 'If I win here, there are no excuses for the final exam,' he said. 'I'm not going to study for them because I don't have time. 'After Eurovision, I'm releasing more music… and I'm going to be playing at one of the biggest concerts in Norway.' He also pointed to the luckiness of competing on a national day, which gave Norway its third victory in Moscow 2009. Alessandro, who was told to work with his Swedish songwriter Adam Woods by a friend in London, and enter to represent Norway, said: 'If don't recall incorrectly, I think Alexander Reebok, he won on the 16th of May, but he won past midnight, so it was the 17th.' He follows Norwegian band Gate, who came last in 2024 with Ulveham. On Saturday, he will face his fellow 10 qualifiers from Tuesday including touted favourite, Sweden's representative Kaj with their sauna song Bara Bada Bastu, and Ukraine's Ziferblat with the track Bird Of Pray. They will be joined by the 10 qualifiers from Thursday night, and the 'big five' – France, Germany, Italy, Spain and the United Kingdom – and reigning champion Switzerland, who as host are guaranteed a slot after their act, Nemo, was victorious last year.
Powys County Times
15-05-2025
- Entertainment
- Powys County Times
Emmy ‘did a deep dive on Irish culture' to represent Ireland at Eurovision
Eurovision Song Contest act Emmy Kristiansen did a 'deep dive' to represent Ireland, a fellow Norwegian singer has said. Kristiansen will perform her song Laika Party, about a Soviet dog sent to space, during the second semi-final in Basel, Switzerland, on Thursday. The 24-year-old hopes to replicate Bambie Thug, who at Malmo 2024 was the first Irish entrant to make the final since Ryan O'Shaughnessy in Lisbon in 2018. Norway's Kyle Alessandro, the youngest to compete in Basel at 19-years-old, qualified on Tuesday during the first semi-final with the fiery song Lighter, and is hopeful he will be joined by Kristiansen. In the Swiss city on Thursday, he told the PA news agency that both the singer and her keyboardist brother Erlend Kristiansen are 'amazing'. He added: 'I've known them since I was a little kid, and their dancers are also Norwegian this time around. So they're bringing Norwegian-ness to the stage. 'But I know that Emmy has also taken a deep dive into the Irish culture.' Kristiansen did not go through in the Norwegian contest, and instead won Ireland's Eurosong 2025 to earn the right to enter for Ireland. Alessandro said he was having a similar experience 'because I'm half Spanish, so I represent Norway, but a little bit Spain also because it's my father's homeland'. The singer is also having his final school exams on Monday, after he competes on Norwegian Constitution Day on May 17, a day when he would normally be doing the 'russ', a once-in-a-life time event for graduates where he would wear colourful trousers and take part in wild activities. 'If I win here, there are no excuses for the final exam,' he said. 'I'm not going to study for them because I don't have time. 'After Eurovision, I'm releasing more music… and I'm going to be playing at one of the biggest concerts in Norway.' He also pointed to the luckiness of competing on a national day, which gave Norway its third victory in Moscow 2009. Alessandro, who was told to work with his Swedish songwriter Adam Woods by a friend in London, and enter to represent Norway, said: 'If don't recall incorrectly, I think Alexander Reebok, he won on the 16th of May, but he won past midnight, so it was the 17th.' He follows Norwegian band Gate, who came last in 2024 with Ulveham. On Saturday, he will face his fellow 10 qualifiers from Tuesday including touted favourite, Sweden's representative Kaj with their sauna song Bara Bada Bastu, and Ukraine's Ziferblat with the track Bird Of Pray. They will be joined by the 10 qualifiers from Thursday night, and the 'big five' – France, Germany, Italy, Spain and the United Kingdom – and reigning champion Switzerland, who as host are guaranteed a slot after their act, Nemo, was victorious last year.
