As we rapidly approach Eurovision 2023, hosted in Liverpool this May, we sat down for a timely chat with Liverpool’s Head of UNESCO Music Kevin McManus. He gives us his insight on what to expect from the landmark event and what it means for the city.
Q: How would you describe your background with Eurovision?
A: Throughout my life, my relationship with Eurovision has constantly evolved. As a child growing up in a large household of seven siblings it was always a big deal. We all used to gather around the telly and do our own scoring which was always fun – it has a very important, sentimental place in my heart.
I worked at the Institute of Popular Music at the University of Liverpool for a few years and while I was working there was the first time I was invited to a Eurovision party outside of the family home. I think that was when I realised the real power of Eurovision – all these incredibly clever music academics working with Eurovision and celebrating it in a big way.
I don’t think any of us quite understood how big Eurovision was until after we were awarded the host city status. The team here are used to huge events but this is off the scale with worldwide interest from fans and media. Obviously there is a huge economic impact from visitor spend but the positive coverage we will get all over the world will be really important as well. We know that people will see the city on the tv and want to come and see for themselves over the next year or two.
Q: What makes Liverpool the perfect host?
Music is at the heart of our city.
People who live here understand just how much music can impact people’s lives and how it is an integral part of Liverpool life. As a city we understand the importance of music, culture and creativity and how it helps define the city to local, national and international audiences.
As everyone knows we are hosting the final on behalf of the Ukraine and this is fitting as we are a port city we have always welcomed people from all parts of the world and we celebrate the diversity of our communities.
As a city we are also used to holding massive events and that definitely helps. The team at Culture Liverpool are amazing whatever the scale of the event.
Q: In the build-up to the event, what role are you playing in helping deliver Eurovision?
A: Like everyone in the team here I’m involved in a whole variety of ways and that’s how I know how huge and wide the interest in the event is.
Now we’re in the international spotlight, there is interest from all over the world which is great. For example, we have a big international media visit coming up shortly which I’ve been working on with Marketing Liverpool and Visit Britain. For me that is an opportunity to show off what makes the city region’s music sector so vibrant and exciting Everyone know we have a rich music heritage, but I want to draw attention to the incredible music businesses we have here and the range of talent that is here already or is emerging. Culture Liverpool, for example, is responsible for LIMF Academy, a talent development programme that has supported the growth of some incredible talent including the likes of Ni Maxim, Michael Aldag, and Amber Jay from recent programmes.
Every day is different to be honest. It was nice to spend a few hours with the Mayor of Turin when he was here for the handover ceremony. I took him to the Philharmonic pub before we headed over to an orchestral performance at the Philharmonic Hall and even better (well in my opinion) we had a tour of Anfield with a LFC legend and one of my all time heroes Ian Rush!
My focus though has been on the legacy of Eurovision for Liverpool’s music industry. We are exploring how we can use Eurovision to elevate awareness of the incredible music offer in the city region and say to the world: ‘this is Liverpool, city of music’.
I’m also working on a Eurovision Legacy symposium. Details of this will be announced shortly.
Q: What will the legacy of Eurovision be for Liverpool?
A: It presents an opportunity to show just how much Liverpool has to offer and it’s a great way to illustrate that there is always something musical going on here.
We’re looking forward to welcoming visitors that might not have considered coming to Liverpool making them realise that this is an amazing, one-of-a-kind city to visit.
In terms of inward investment, Eurovision gives us an opportunity to showcase what it’s like to live and work in Liverpool. The quality of the music scene is just the tip of the iceberg when it comes to our full cultural offering. Once you consider Liverpool’s access to green space, national and international transport links, the port and the city’s culinary offering, the quality of life is incredibly strong. We hope to see some of the new visitors the event brings returning to the city! We already have leading music companies in the city, and we need to make sure that we get the message out that you can have a successful international music business based in the city region. Just look at Sentric, Ad Lib, and Modern Sky for example. Over the last 12 months Modern Sky have had hit albums with local talent like Jamie Webster, Michael Head, and Red Rum Club and have just signed a global distribution deal with Virgin. The team behind Parr Street Studios have just set up their new space in the city – an incredible purpose-built recording studio with a team that are behind recent number one albums by the likes of The Lathums, and Blossoms.
We are looking at how following on from Eurovision we can make sure there is permanent Music City branding in key entry points like the airport, Lime St etc. I’ve always wanted music to be a central element of the Liverpool welcome and we should be telling people when they come into Liverpool that they are entering a real Music City. Similarly we are developing a music focused website which we have had never before and again that would be a tangible legacy.
Q: Finally, why should we all be excited about Eurovision coming to Liverpool?
A: I think everyone should be excited because this is a once in a generation opportunity to showcase Liverpool to a worldwide audience. Everyone seems to be getting on board from the venues who are running special events through to schools and community organisations who all want to take part in this one-off event.
The commissions that have been supported as part of the overall Eurovision programme are inspiring, often large scale works that bring together creatives from Liverpool, Ukraine and elsewhere to produce stunning one off pieces of work.
A lot of this work is going into making music accessible and generating community interest, as well as providing fresh motivation for the whole of the music community across the city, venues and everyone involved in music.
In short, it will be a festival of music and culture unlike any other where Liverpool and Ukraine will combine to welcome the world to our city