“Open up” is the slogan of the Eurovision Song Contest 2020.

It’s fitting, both in terms of the song contest — which brings together countries from all over Europe, the Middle East and Australia — and in terms of the city itself. Rotterdam is a diverse city known for its rich history of bringing people together. These values dovetail nicely with the spirit of the Netherlands — a country known for being progressive and forward-thinking.

Producer Sietse Bakker explained the choice this way.

“We have looked for a theme and slogan that reflect what the Netherlands stands for and which the Dutch can identify with; a country with an open mind to the world, where we speak our mind, with respect for each other. We also found it important to choose a theme that reflects the spirit of our times. People are concerned about increasing polarization and freedom isn’t as self-evident for everyone as it should be. With the slogan ‘Open Up’, we warmly invite people to open up to others, to different opinions, each other’s stories and of course to each other’s music.”

The reveal was made simultaneously on Dutch chat show “De Wereld Draait Door” and via the official Eurovision.tv web site.

Jon Ola Sand, Executive Supervisor of the Eurovision Song Contest for the EBU, said:

“Open Up is the perfect slogan for the Eurovision Song Contest as it celebrates its 65th edition. In 1956, only 7 countries could watch the competition and since then we have opened up to the whole of Europe, to Australia and now, via streaming, to the whole world. The values of the Eurovision Song Contest are universality and inclusivity, and our proud tradition of celebrating diversity through music. Now we can add a new one – that of openness.”

Do you like the Eurovision 2020 slogan?

Past Eurovision slogans

2010: Share the Moment
2011: Feel Your Heart Beat
2012: Light Your Fire!
2013: We Are One
2014: #JoinUs
2015: Building Bridges
2016: Come Together
2017: Celebrate Diversity
2018: All Aboard!
2019: Dare to Dream

What do you think of the 2020 slogan and theme? Are you feeling it? Do you like how concise it is? Let us know down below!

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Fatima
Fatima
9 months ago

In 2016, didn’t Petra Mede say “Get you towels ready, let’s come together”. I hope that the Dutchies will think of something as good to go with open up.

Uw Frigo
Uw Frigo
9 months ago

Open up your ass and let me slide in.

Mr. Vanilla Bean
Mr. Vanilla Bean
9 months ago
Reply to  Uw Frigo

Without a doubt, that’s exactly what they were thinking when they came up with this slogan.

brunowskii
brunowskii
9 months ago

So why not OPEN UP to Kazakhstan?

Bart
Bart
9 months ago

Now, this is a great slogan. So much better than last year. Good that 2020 will be so much better than horrible 2019, except for the winner and second place, which saved that disaster.

kiki
kiki
9 months ago
Reply to  Bart

Open Up !
comment image

Bart
Bart
9 months ago
Reply to  kiki

Funny. I guess this is how you look like down there.

Ana
Ana
9 months ago
Reply to  Bart

What a dumb b#tch you are? Go find someone to open you up. You seem a bit uptight

Bart
Bart
9 months ago
Reply to  Ana

Of course the israeli arrogance striking again. Face it, you are not the best of the world and your show was sh#t !

Maxicosi
Maxicosi
9 months ago

Wow really nice, i actually expected something more to do with the sea like: “waaaaves of sound ?”

ESCFan2009
ESCFan2009
9 months ago

It’s a great slogan as there is so much room for interpretation. Open up to people, situations, cultures, sexualities, diversity, opinions, life…
My favorite stays 2008: “Confluence Of Sound” <3

Ivan
Ivan
9 months ago

Junior Eurovision has better slogan.

James
James
9 months ago
Reply to  Ivan

Light up.

Female
Female
9 months ago

I always love All Aboard!!!

Khazar
9 months ago

Not so good!

Brooklyn
Brooklyn
9 months ago

Open up!!! This is the police?!! I mean they could have made a better one.

srulik
srulik
9 months ago

It’s o.k as a slogan can be but i wabt to see it combined with the logo to aee of I like it.

Denis
Denis
9 months ago

Opens up to a lot of interpretations!

Kirby
Kirby
9 months ago

I think it’s okay. Now let’s see what the visual identity will be like. I do hope it’s more colourful and festive. Apart from Helsinki 2007, Moscow 2009, Baku 2012 and Lisbon 2018, many logos have had a dark background. Maybe the new decade will bring about more colors, as it is Eurovision.

An American ESC Fan
An American ESC Fan
9 months ago

You missed out on “Ahoy, Europe”? I’m so disappointed.
In all seriousness, I like it. Direct and to the point but it can be interpreted so many ways. I already sense a lot of “FBI open up” jokes will be coming. My fave is still “Light Your Fire” from 2012, though.

Rasmus
Rasmus
9 months ago

In media it was said 1 out of 5th swede now is syrian here in Sweden so if its suggest to open up your borders im out. Its to much already.

Fast Food Music Lover
Fast Food Music Lover
9 months ago
Reply to  Rasmus

That’s a stretch… But hey, those Syrians could be the next Eric Saade or Loreen.

Bella
Bella
9 months ago
Reply to  Rasmus

Yes. Also the King of Sweden was replaced by a Chinese cyborg and people hunt giraffes in Lapland. It was said “in media” and I’m relaying it on Wiwi, so it’s true.

Rasmus
Rasmus
9 months ago
Reply to  Bella

Okey. in 1 year we will be 2 million syrians in Sweden and it will grow. you will see.

Campbell Grace
Campbell Grace
9 months ago
Reply to  Rasmus

The bigotry…

Helen
Helen
9 months ago
Reply to  Rasmus

They still somehow manage to come whether your borders are open or not

Bart
Bart
9 months ago
Reply to  Rasmus

First of all, you should know how to identify fake news. Second of all, you should be more empathic and human and stop being a racist

kiki
kiki
9 months ago
Reply to  Bart

You should stop being naive.

you don't fool me
you don't fool me
9 months ago
Reply to  Bart

You had the most ugly words about Romania and its debts, now you are a Saint Protector Of…. I know your comments in the last 4 years. I really know everything that you wrote in the last 4 years.

Mr. Vanilla Bean
Mr. Vanilla Bean
9 months ago
Reply to  Rasmus

Finally we agree on something. Countries like Sweden and Austria should insist on closing their borders if they know what’s good for them.

Fatima
Fatima
9 months ago
Reply to  Rasmus

It’s only a matter of time before a recent migrant wins the contest

Grftn
Grftn
9 months ago
Reply to  Fatima

Hasnt Loreen won a decade ago already?

FBI
FBI
9 months ago

Open up

Fast Food Music Lover
Fast Food Music Lover
9 months ago

Kazakhstan left the chat

Loin dici
Loin dici
9 months ago

It’s really opening up to a lot of interpretations. Opening up to new music, in particular. Or opening up to a new kind of Eurovision.

Jake
Jake
9 months ago

Hmmm….. doesn’t get me in the partying mood that Eurovision is about.

MVE
MVE
9 months ago
Reply to  Jake

Jake… it is just a slogan

Jayy R
Jayy R
9 months ago

FBI, #OpenUp !

e.forcher
e.forcher
9 months ago

I, of course, have already seen the logo, and it includes a fistbump. #openup

EgoFuego
EgoFuego
9 months ago
Reply to  e.forcher

What?! Are u serious?

Fast Food Music Lover
Fast Food Music Lover
9 months ago
Reply to  e.forcher

Eww

Tylos
Tylos
9 months ago

That’s out of Leftfield

Robyn Gallagher
Admin
9 months ago
Reply to  Tylos

Ha! Guess what I’m listening to right now…

Bella
Bella
9 months ago

The real question is: what are these slogans good for? They’re so generic that you can literally interchange them among the different contests, and that wouldn’t change anything. Also they have 0 influence on the actual contest. If the goal is to build brand identity, I would just stick with the Eurovision name and host city + the logo (which usually influences the stage design). Slogans do no harm, but also bring no value.

Bella
Bella
9 months ago
Reply to  Bella

Seriously, just can’t get over how generic these slogans are. If they want to save costs for future editions, here are my submissions for the next slogans:
– 2021 – All United
– 2022 – Open Your Heart
– 2023 – Feel The Passion
– 2024 – Rythm of Your Soul
– 2025 – Different but the Same
– 2026 – Connected
– 2027 – Something touchy feely

James
James
9 months ago
Reply to  Bella

I think the slogans inform what the yearly logo is about. That one time when Moscow hosted and they didn’t have a slogan, it was hard to imagine what their logo and the over-all brand identity was. Sure that and the associated graphics looked pretty onscreen but is there a story behind the bird and its symbolism to Russians if there’s any? However, I get what you mean. The Eurovision logo itself was never what it was prior to 2003, having had nearly 30 renditions from 1956 to 2002, but they more than provide that same visual identity that makes… Read more »

James
James
9 months ago
Reply to  James

Slight correction: 40 years, not thirty. hehe

Azaad
Azaad
9 months ago

If we’re being honest, the only really bold slogan we’ve had recently is Celebrate Diversity, and even then it was only bold by comparison. On the other hand, Open Up lends itself to multiple interpretations, which is pragmatic from a marketing and diplomatic standpoint.

Ron
Ron
9 months ago

“We were looking for a slogan that reflects Netherlands….” And you missed “Chill Out”?

Alaska
Alaska
9 months ago
Reply to  Ron

Hahaha! So true.

Henrikh Mugosa
Henrikh Mugosa
9 months ago
Reply to  Ron

Why would anyone associate “Chill out” with The Netherlands?

Campbell Grace
Campbell Grace
9 months ago
Reply to  Henrikh Mugosa

I’m presuming it’s to do with weed?

Sam
Sam
9 months ago

‘Open up’ leaves a lot of room for many positive interpretations which is great, but some can be rather morbid!
‘Police, open up!’, ‘Open up on a crowd with automatic fire’, ‘Open up the Heavens’ (which we wouldn’t want in May so be careful what you wish because it might just come true), ‘Open someone up’ (alluding to a surgical procedure in life or after death) and the most obscene one starts with: ‘open up your pretty________’. And last, Let’s all agree we don’t want security flaws to open up the Dutch broadcaster’s web networks to attacks.

Mr. Vanilla Bean
Mr. Vanilla Bean
9 months ago

I approve. Literally everyone can relate to it in a positive way somehow, yet it is so much better than most of the worn-out phrases that were used in the previous years. “Open up” is a much better and much less SJW- infiltrated way of saying “We Are One” or “Celebrate Diversity” (both of which I found awfully unoriginal), but it still incorporates them.

Héctor
Héctor
9 months ago

As simple as it is, “Open up” is one of my favs slogans ever. It also reminds me of the song “Nina” by Electric Fields where they sing about “open people up”. We all should be opening up, speaking out and discovering.

Nikki
Nikki
9 months ago

I like it, direct to point. Maybe a bit weird from the point of view of my own love for crime tv shows and books, heard it too much times in the authority tone, but I understand the message they’re trying to convey- open up to new people, experiences and cultures.

Roy Moreno
Roy Moreno
9 months ago

Great slogan 🙂

Polegend Godgarina
Polegend Godgarina
9 months ago

i like it! it’s very imperative, kinda like an order, almost menacing. open up, bish!

Nikki
Nikki
9 months ago

Not the only one who has passed way to much time with Gibbs, I suppose.

Thunder and lightning it's getting exciting
Thunder and lightning it's getting exciting
9 months ago
Reply to  Nikki

Yeah..me too 🙂

Candy
Candy
9 months ago

someone’s been listening to Matt Simons, eh?

Melissa J
Melissa J
9 months ago

The slogan will redeem itself in my eyes only if the logo is a door that we can yell “OPEN UP!” at.

Leydan
Leydan
9 months ago

I guess i’m one of the few who thinks it’s just simply awful and left to so much interpretation. I’d rather we had no slogan than something as ill thought out and basic as this. The only constellation is that it’s not so blatantly cheesy like many of the previous slogans. It’s not anything really.

FBI
FBI
9 months ago

OPEN UP

Frisian esc
Frisian esc
9 months ago

Soo what do you guys think the logo is with this in mind? A door, window, maybe an opening tullip?

Frisian esc
Frisian esc
9 months ago
Reply to  Frisian esc

I hope it’s not a door. Would remind me too much of the 2018 postcards.

Polegend Godgarina
Polegend Godgarina
9 months ago
Reply to  Frisian esc

since it’s the first eurovision in holland in several decades, i hope they’ll go for sumthin unmistakably dutch like a tulip or a windmill or even more generally water since issa part of the landscape everywhere + y’all explored all the oceans in the past

Hi243
Hi243
9 months ago

Sietse Bakker has already said that that isn’t going to happen.

Alaska
Alaska
9 months ago

There’s nothing more Dutch than weed.

Polegend Godgarina
Polegend Godgarina
9 months ago
Reply to  Alaska

that would be jamaican

Hi243
Hi243
9 months ago

No. Too much like ‘come together’ from 2016.

Bernard 77
Bernard 77
9 months ago

Sponsored by ©poppers

Preuss
Preuss
9 months ago

The slogan is kinda alright. However, it only leaves it open to all kinds of interpretations, which might be good and bad

Aris Odi
Aris Odi
9 months ago

The slogan slays! But please, don’t let the theme art be blue again…
#OpenUp

Aris Odi
Aris Odi
9 months ago
Reply to  Aris Odi

That would be nice

Trash KAN
Trash KAN
9 months ago

That is what Aly Ryan is doing to other countries right now

Preuss
Preuss
9 months ago
Reply to  Trash KAN

She’s already embraced the slogan, yes

Miguel
Miguel
9 months ago
Reply to  Trash KAN

Hahahaha your comment made my day

Best from Spain

Thunder and lightning it's getting exciting
Thunder and lightning it's getting exciting
9 months ago
Reply to  Miguel

Same here

Hi243
Hi243
9 months ago

As a Dutch person, I really like the slogan. The slogan itself is very simple and straightforward, something that can be said of Dutch people in general. It truly captures the Dutch ‘open’ spirit: feel free to share your personality, feelings and opinions. Whether people agree or not. At school, at work, with family or friends.

I also like the fact that it leaves quite some room for interpretation, despite the fact that it literally consists of only two words.

Mark
Mark
9 months ago

Different and effective, as an Italian, I have to say that the Netherlands is doing a great job 🙂

Kosey
Kosey
9 months ago

Instant reaction is that I like it – multi-layered and exactly what Eurovision is all about. Well done the Netherlands!

Yass
Yass
9 months ago

Damn, I have to say, as a Dutchman, that The Netherlands is taking Eurovision to another level. ‘Open up’ perfectly fits our country, especially Rotterdam. Open up to the world, to other people, being direct when needed, having different opinions on almost everything. Proud The Netherlands is hosting the ESC 2020!

Joe
Joe
9 months ago

I dig it since it’s not as cut-and-dry as, say, Dare to Dream or Celebrate Diversity. You could interpret it in any number of ways.

SVW
SVW
9 months ago

Really simple, yet effective! God, I’m happy it isn’t in the same category as “We are one”, “Come together” and “All aboard”! With the ultimate worst slogan “Celebrate diversity” in 2017, where we saw a lot of diversity (3 white men as hosts)…

esc1234
esc1234
9 months ago

This is simple, effective, so close to the eurovision spirit, creative. this is AMAZING! Dutch people so far you are doing fantastic. Cant wait for May 2020

Vincent
Vincent
9 months ago

There can be an entire paragraph of explanation what the slogan means, but I think it fits perfectly to Rotterdam and the Netherlands!