Direktlänk till inlägg 27 januari 2011

Inget Europa i schlagerns framtid

Av Erik Moderon - 27 januari 2011 16:39

För tio år sedan genomfördes stora förändringar i Melodifestivalen. Från en kväll i en tv-studio har Melodifestivalen vuxit till en ambulerande festival som direktsänds från stora arenor sex lördagar i rad.

SVT:s flaggskepp är en jätte med runt tre miljoner tittare, men de senaste åren har siffrorna sjunkit något. Anna Bergendahl, förra årets vinnare av Melodifestivalen, floppade i schlager-EM och åter bekräftades en negativ svensk trend i den internationella tävlingen.

Svår balansgång

SVT har haft svårt att samtidigt göra bra tv-underhållning och vaska fram låtar och artister som faller den europeiska publiken i smaken.

-Problemet är att man försöker göra två saker på samma gång. Att göra en bra tv-show och att hitta den bästa låten går inte alltid hand i hand. Tv är ett medium som förändrar saker och ting. När man gör tv tummar man automatiskt på musiken, säger Sharon Vaughn, låtskrivare bakom succéer som Agnes "Release me".

Hon vittnar om hur svårt det är att samtidigt charma de svenska tv-tittarna och den brokiga europeiska publiken.

-Skillnaden mellan publiken i Sverige, Irland och Storbritannien är väldigt stor jämfört med till exempel vissa länder i Östeuropa. SVT borde släppa alla förutfattade meningar om vad som fungerar i svensk tv och bara fokusera på hitlåtar. Låtarna är det viktiga, säger hon.

Schlager-EM ointressant

För skivbolagen bakom Melodifestivalens artister är den svenska tävlingen betydligt mer intressant än schlager-EM.

-Jag förstår om SVT tycker att det är viktigt med Eurovision, men de flesta skivbolag tycker inte det. Många är snarare rädda för att åka eftersom det kan bli en flopp. Om en etablerad artist misslyckas där blir det anti-promotion, säger Maria Molin Ljunggren.

Hon är vd för skivbolaget Lionheart International som står bakom Anna Bergendahl och schlagerveteraner som Nanne Grönvall, Sanna Nielsen och Shirley Clamp.

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