How "Intervision-2025" Became a Showcase of BRICS Soft Power – and What It Means for Business?

The "Intervision-2025" final in Moscow confirmed that the cultural scene of BRICS countries and their partners is turning into a soft power tool: Vietnam's singer Duc Phuc took the victory, while a simultaneous political incident with an American participant highlighted the platform's sensitivity to external pressure, as reported by Kommersant and covered by BIZNES Online citing organizers.

What Facts Made "Intervision" a Test of Political Resilience?

The key indicators were the high-profile victory and reports of pressure attempts: Sergey Lavrov stated during a broadcast on Channel One about attempts to disrupt the competition by pressuring individual participants.

The USA ultimately maintained participation through the jury: Joe Lynn Turner worked for the country, while the announced performer Vassy did not take the stage after an official note from Australia; Kommersant wrote in detail about the jury composition and last-minute changes on the final day.

Russian participant SHAMAN publicly asked the jury not to evaluate his performance; according to the voting results, Duc Phuc received 422 points, the trio Nomad from Kyrgyzstan — 373, and Dana Al-Mir from Qatar — 369 points, as reported by 59i.ru.

"We do not strive for political effect. Our goal is for human identity and original values to be respected and realized through free contact, enriched by touching each other's spiritual traditions."

This position was articulated by the Russian Minister of Foreign Affairs in his greeting and comments on the competition.

Ultimately, the incidents did not disrupt the event but gave the competition a noticeable political backdrop.

How Exactly Have BRICS Countries and Partners Enhanced Soft Power Through Participation?

Through success stories and expanded representation: Madagascar's duo took 8th place—the best African result—and the winner from Vietnam announced a charitable contribution from his prize money and a desire for cross-cultural collaborations, as reported by IA "African Initiative" and covered by 59i.ru.

Focus on national identity became a recurring theme in official addresses: Vladimir Putin emphasized the competition's role in cultural dialogue and identity preservation, as reported by "Nezavisimaya Gazeta".

As a result, countries outside the dominant Western media platforms received a "showcase" for exporting cultural codes and new artists.

What is the Systemic Direction: Is an Alternative Cultural Ecosystem Outside the EBU Being Formed?

Yes. The competition confirmed the formation of an alternative transnational scene with a recognizable procedure but a different architecture—from the languages of hosting (Russian/English/Chinese) to the composition of participants and the jury, as analyzed in detail by Kommersant.

The format's economics are also outlined: the Russian side allocated 750 million rubles for the event, the winner's prize was 30 million rubles, and the next competition is announced to be held in Saudi Arabia in 2026—all these aspects were confirmed in the report.

Moreover, the ecosystem is not limited to music: concurrently, the BRICS Theatre Schools Festival launched at VDNKh, as reported by Smotrim.ru, and the symbolic finale was the joint performance of "A Million Voices," as covered by RIA Novosti.

From a practical standpoint, this means:

What Tactical Opportunities and Risks Arise for BRICS+ Brands, Media, and Event Agencies?

The key opportunity is early entry into partnerships and content collaborations around the growing alternative scene, with mandatory management of political risks and visa restrictions.

• Marketing for "Intervision-2026" in MENA: early securing of roles (branding, artist billing, hospitality, fan zones) in Saudi Arabia, where the next competition will be held, as indicated by Kommersant.
• Format Budget Capacity: state financing of 750 million rubles and a prize fund of 30 million rubles signal the scale of inventory (rights, sponsorship, production services), which was confirmed by the report.
• New Catalogs and Talents: Vietnam's victory and Madagascar's strong performance create an opening for distribution, playlisting, and tours focusing on ethnic music combined with modern pop production.
• Force Majeure Risks: the Vassy case demonstrates the need for alternative lineups, legal clauses, and communication plans in case of sudden bans.

What Control Points Should Be Monitored in the Coming Months?

Three project sustainability indicators are critical: the regulations and requirements for the "Intervision-2026" host country, the expansion of the participant pool beyond BRICS, and the structure of commercial packages (media rights, sponsorship, tickets). Additionally, evaluate: * Announcements of long-list countries and the composition of the international jury; * Visa support and logistics conditions for teams; * Media synergy with parallel BRICS cultural events (festivals, forums) in key capitals.