In the lead-up to Eurovision Song Contest, SVT launched Melodi Takeover—a nationwide music challenge designed to bring creativity to the forefront. The goal was to engage amateur musicians in creating covers of Unforgettable, Sweden’s Eurovision entry by Marcus & Martinus.  Campaigns across YouTube, TikTok, Snapchat, Instagram, and Display generated over 11 million impressions, capturing the attention of music lovers across Sweden. More than 170 music schools were contacted, motivating aspiring artists to participate and showcase their talent.  From nearly 100 submissions, 10 finalists were selected and evaluated by an expert jury. Their covers were featured on SVT’s DUO app, allowing the public to vote for their favorites. The finalists actively promoted their entries on social media, and local media highlighted the stories behind the covers, boosting excitement.  Before Eurovision, the winner was announced. Hard rock duo Vide & Alve delivered an unforgettable cover that impressed both the jury and the public which they later performed live on Swedens most popular tv music show, captivating the audience.  Melodi Takeover was more than just a music challenge – it was a celebration of Sweden's collective musical talent, inspiring amateur musicians outside the spotlight to be a part of Swedens music television.