Opinion Why Russias 2025 Intervision Matters

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Opinion Why Russias 2025 Intervision Matters

E-International Relations
04 Oct 2025, 21:09 GMT+

Jennifer Ostojski

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Oct 4 2025

Lindrik/Depositphotos

On September 20th, 2025, Russia hosted in Moscow the Intervision 2025 competition, bringing together artists from twenty-three countries from all around the world. This mega-event was introduced in its current modern iteration as a direct counter to the Eurovision Song Contest, which has been on the air since 1956 and has seen dozens of European and non-European countries compete over the years. Todays Intervision offers insights into soft power, LGBTQ+ discourse, and geopolitical considerations.

Russia participated in the Eurovision Song Contest23 times in the past, starting in 1994 after the fall of the Soviet Union and the inclusion of the country in the European Broadcasting Union (EBU), the organization behind the competition. Russia won the competition in 2008 with Dima Bilans Believe. In 2009, Russia hosted the competition in Moscow. On February 25, 2022, a day after the countrys invasion of Ukraine, the EBU announced that Russia was banned from the competitionbased on the rules of the event and the values of the EBU. As a self-proclaimed non-political entity, Russias conduct was not deemed appropriate and would bring the competitioninto disrepute.

The revitalizing of the Intervision format is not too farfetched. The music competition itself is relativelyold. Initially hosted in the mid-1960s in Czechoslovakia, then again in the late 1970s in Poland, the Intervision format brought the Soviet blocs biggest artists together to compete musically and show off their best artists. Its organizers aimed at the time to create a cultural event that brought the two sides of the iron curtain together, finding commonalities in music.Eurovisions organizers, though, rejected any form of cooperation with Intervision at that time.Nonetheless, Western artists, Eurovision singers, and Western labels sang at the competition and scouted talent throughout the competitions Cold War iterations. In 2008,Russia hosted a one-off Intervisioncompetition amongst the former Soviet countries.President Putin pushed in 2009for it to be held again, though this did not happen. Attempts for it to come back in2014failed as well.

The 2025 iteration was announced in early February 2025, wherein by decree Russias president announced his intentions todeveloping international cultural and humanitarian cooperation.The list of invited countries ran the geographical and politically ideological spectrum but were designated as friends of Russia. The format of the show highlighted internationality (i.e., a diverse group of moderators from Russia, India, and China, who spoke in English and Mandarin respectively). Participants were interviewed in Russian with a translator; most artists spoke only in their native language. The rules of the competition allowed singing in any language, though no one sang in another language other than their native one.

Unlike Eurovision, Intervision and Russia as its first host did not shy away from politics. Early on the broadcast showed apre-tapedmessage from President Putin, in which he emphasized Intervisions emphasis on tradition, variety in cultures, and kindness, while simultaneously highlighting the changes that modernity brings and every countries right to live their own national identities. Summarizing the values of the competition as those of respect for traditional values and cultural diversity, President Putin indicated a strong preference for sovereign cultural rights and the rejection of Eurovisions modern values of openness, diversity, and its support for LGBTQ+ communities. Foreign Minister Lavrov attended the event in person,speaking in the earlier part of the event with two moderators from Russias Channel One. He stated that although the current format was envisioned as a way for BRICS countries and their partners to come together, Intervision resonated with countries across the world, widening the scope of Intervision. Lavrov also emphasized that Intervision is one amongst many other on-going and future cultural events that brings these countries together.

There are several notable highlights from the competition. For example, the Russian candidate, Shaman, chose voluntarily right after his performance toremove himselffrom the competition. Arguing that Russia had already won by hosting the competition and welcoming the world, Shaman insisted on not being ranked. Shaman plays a significant role in Russias cultural diplomacy. A supporter of Putins government, thesinger recently traveled to North Koreaas part of a Russian delegation to celebrate the countrys 80th anniversary of the end of Japans colonial rule over the country. In June 2025, Australia sanctioned Shaman along with other notable Russian figuresconsidered strategically important for Moscows war effort in Ukraine.

Perhaps surprising (to some), the United States was also an invited participant to Intervision 2025. More noteworthy though is the countrys ultimate absence from the competition. The R&B singer and producerB Howardwas scheduled to represent the United States,although how he received this honor is unclear. He dropped out days before the competition started, and he was replaced with the Australian-born musician Vassy, who also has US citizenship. Vassy claims that she dropped out at the last minutedue to pressure from the Australian government.A representative from the Australian governmentdenies any engagementon their behalf.

Intervision 2025 matters in three areas of International Relations. First, international mega-events, like music competitions or sport events, are an important tool for countries in their cultural diplomacy arsenal. Authoritarian governments, in particular, use them tosoften their national imagesto a global audience. But all countries use the opportunity of mega-events toreframe historical memoriesof their countries and reinterpret/present themselves to others.

Second, the comparison of Eurovision and Intervision highlights a value-based conversation betweendemocraticand non-democratic countries. Sometimes referred to as thegay olympics, the Eurovision Song Contest has become a space for progressive, liberal, and inclusive values most visible through its support for and the participation of members from the LGBTQ+ community. This includesDana Internationals win in 1998. The Israeli pop singer was the first openly trans winner of the contest. Conchita Wursts win in 2014 stands out as well. The win of the Austrian drag queen is often credited with causing Russias push for moretraditionalvalues, and finding like-minded countries resist the LGBTQ+ community in their politics and policies.

As early as 2013, Russia passed its first federal law banningpropaganda of non-traditional sexual relationships. Notably, Russia uses positive language to oppose the LGBTQ+ communities by emphasizing traditional values and families. In 2023, the international LGBT social movement was designated as anextremist grouping.The country has positioned the Wests move towards pro-LGBTQ politics asmoving towards open satanism, describing Europe sometimes even asGayropa. Intervision is a manifestation of values and attitudes of a non-Eurovision world, but more so it is providing a legitimization platform for countries around the world, who are demarcating their value systems from the satanic European continent all shrouded in a cloud of music-washing. Of interest may be that this years winner, Vietnamese artist Duc Phuc,is in fact gay.

Third, it is worth reiterating with an eye towards great power politics that although Intervision is framed as an international competition participants could only join at Russias invitation. Intervision realigns in the cultural diplomacy realm alliance structures, bringing together the United States, China, Russia, and India as well as other BRICS countries, former Soviet countries, and other authoritarian states from around the world to unify under the disguise of cultural celebration. Although, they did not participate,North KoreaandHungary(an EU country) were invited and participated in negotiations. Offering an alternative to Eurovisions stronghold over music-based cultural diplomacy and Western ideas, Intervision offers a look at authoritarian-made soft power strategies (and their reach).

According to the Belarusian Telegraph Agency (BelTa) Intervisions press service announced thatapproximately 4 billion viewersaround the world watched this years Intervision competition. TheNew York Timesprovided more nuance to this statement, stating that government representatives had said 4 billion people would be able to watch the broadcast. (For comparison: This years Eurovision garnered166 Million viewersacross its 37 participating public service markets (not including the worldwide online participation)). Saudi Arabia was announced as the host of Intervision 2026. Real effects of this mega-event will be seen and felt when and if the competition comes back next year and does not become a one-off as it has been in recent past. Then we be able to observe a process of institutionalization on the global scale and the continued messaging of bringing the (rest of) the world together. A first start of this new narrative of how countries come together was already kicked off in interviews after the event, as Chinas competitor said after the competition,We have always been friends, and now we [Russia and China] are like a family.