The “Bangaranga” Phenomenon: How Dara Conquered Eurovision and Changed Public Perception

Interview on BULGARIA ON AIR

Dara’s “Bangaranga” dance became a global phenomenon, quite literally taking over the Eurovision stage and social media around the world. Behind the impressive choreography stand both international and Bulgarian creatives who shaped the vision of a performance that left a powerful impression on audiences. In the studio, PR expert Maksim Behar and Associate Professor Justine Toms discuss how this success changed perceptions of Bulgaria and what comes next.

Hosts: Dara’s “Bangaranga” dance was so memorable and magnetic that it traveled all around the world. Behind the impressive choreography stands the Swedish Eurovision veteran Fredrik Rydman. However, the first choreography of “Bangaranga” began during the Bulgarian national competition, and the most memorable movement also came from Bulgarian choreographer Kevin Kolev. Let’s see how dance conquered the world.

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Host: Joining us in the studio are PR expert Maksim Behar and Associate Professor Justine Toms, who is an expert in the world of social media. Hello and welcome!

Justine: Bangaranga to you too!

 Host: So, this is how we’ll greet each other from now on! Mr. Behar, how did Dara manage to conquer Eurovision? Such a landslide victory. Both the jury and the audience said: this is the winner; this is number one. This is Europe’s Bangaranga.

Maksim: My Facebook profile is very public, and everyone can read what I wrote on Saturday morning congratulating Dara on winning Eurovision. Maybe twenty hours before the voting, because from the very first moment it was clear that this was a very winning project. She didn’t make a single mistake either in her musical performance or in the presentation itself. Even after the victory, she was incredibly warm and genuine; everything was done perfectly. I simply had to watch the other contestants to understand where everyone stood. And after the first round, once I saw them all, I said to myself: of course it’s this one. What makes me happy is that, in the end, this is Bulgaria’s last step toward full membership in the European Union. After NATO, the European Union, Schengen, and the Eurozone, we also have Eurovision. And with this, our process of joining Europe is finished. A particularly good project. It shows that foreign experts and specialists should be used, that we should learn from the pleasant experience various people have already gained in Eurovision. And of course, she managed it brilliantly. Not only from a marketing point of view. Again, the moment I heard the song a few months ago, I said to myself: this belongs to Eurovision. We just didn’t know what the other competitors would be like and this year they were extremely weak.

 Host: Associate Professor Toms, we saw two extremes on social media if I may put it that way. The wave of criticism against Dara after the national selection and the choice of “Bangaranga.” And now she has completely taken over social media worldwide. Everyone is talking about Bulgaria, about Dara, about Bangaranga, about Eurovision, about what she achieved. How did this girl, even though the force of her personality alone, manage to turn things around so dramatically?

Justine: Yes, social media algorithms polarize society. We know this; we see it with every topic. And clearly, they could polarize Bulgarian society over this topic as well. Of course, the more someone stays inside their own bubble, the more that bubble confirms their opinions. But with her incredible energy she has amazing energy to answer every journalist, to comment under posts, to smile at everyone, to grab the microphone and speak, to communicate even when she needs to protect her voice for singing, that contributed enormously. Of course, her charisma is also huge, and we’ve all witnessed how it developed over time. But now, with this international success, where literally the entire world is singing “Bangaranga,” the local haters, so to speak, have gone quiet and been drowned out. Very, very strongly drowned out since yesterday since the night before.

Host: Mr. Behar, you said Dara didn’t make a single mistake. Where did they see their strongest advantage? Was it in the catchy chorus, the way “Bangaranga” sticks in your head? From what Associate Professor Toms said, every chance she had with the media, she kept repeating “Bangaranga,” and people were saying: “I don’t even know what it means, but I like it and it makes me smile.”

Maksim: I just want to make one remark about the previous topic. We shouldn’t be worried at all that there’s hate. We shouldn’t be worried that someone doesn’t like the song. This is art, after all. We can’t expect millions of Bulgarians and millions more abroad all to say: “Ah yes, this is wonderful.” Of course, modern communication allows for stronger emotions than what we call hate. It allows someone who’s had two rakias to sit behind a keyboard and say things they wouldn’t say if they hadn’t drunk those two rakias.

 Host: But you know, Mr. Behar, Dara was on the edge back then and was saying there was a possibility she might withdraw from Eurovision.

Maksim: Yes, everyone has been on the edge I’ve been there many times too. Dara embodied my personal motto, which I’ve mentioned in this studio before: if your dreams don’t scare you, then they’re not big enough. Or they’re not really dreams at all. If your dreams don’t scare you, then they’re just wishes or vague thoughts about achieving something. When you face such a huge problem, that’s when you mobilize yourself and want to overcome it. And it’s good that there was I don’t even know if I should call it hate. It’s good there were other opinions. Of course, the way the entire composition was created was the easy name, the rhythm, the people around her, the dancers. And the choreography was wow. It was perfect. That Swede who has worked on Eurovision several times I think he’s even won once or twice.

Host: Yes, as you said, you collaborated with people who know what Eurovision requires.

Maksim: Everything was done in an extremely modern way. It wasn’t archaic. In principle, Eurovision is often a contest of sad pop songs with people melting emotionally on stage. And whenever there’s some real dynamism, those acts usually win starting from ABBA and many other groups that brought energy to the stage and stood out. And of course, when you see Dara with this entire project, with the amazing choreography, the superb performance, the dynamism, and energy, you naturally say: of course this is going to win. It’s wonderful, and it’s wonderful that she fulfilled her dream. A good example of how dreams should come true for all of us, and how you should never become discouraged. There are many people who think that if everyone likes your song, then you should worry. And perspective helped her cross that barrier, just as she wrote in an interview that she slept for seven hours, woke up, and her husband told her: “You have to go.” And yes, there are moments like that. But those moments bring true success. They make a person strong, and they build character.

 Host: Associate Professor Toms, how do we expect this wave to continue after Eurovision, because we shouldn’t forget that Bulgaria will now host Eurovision which is also a major success thanks to Dara. How do we expect this momentum to continue? We see children dancing the choreography, so motivated and enthusiastic. How can this continue from here?

Justine: Actually, with winning Eurovision I read this somewhere, and I completely agree the transition is over. An exceptionally long and painful Bulgarian transition. Now we can honestly say we are an equal, modern European country. I hope Bulgaria presents itself next year when we host. Several mayors have already expressed readiness. There’s already a battle over where Eurovision Bulgaria should take place. But I also think this huge wave we’re about to witness won’t stop today. Social media will continue amplifying the effect. Dara’s song will become even more globally famous. I believe this will reflect very positively on Bulgaria. The tourist season is coming; other major events are coming. And perhaps I should also mention that the Booker prizes will be announced this week. That’s also something important. Overall, I see good days ahead for Bulgaria.

Host: Mr. Behar, do we realize what a huge opportunity Eurovision is for promoting our country globally? So many countries will come to Bulgaria. Maybe even Sofia still doesn’t know the location. Literally all eyes will be on Bulgaria next year.

Maksim: One friendly correction. The transition is not over. What ended was Bulgaria’s full membership in the European sphere. There will always be transitions. There will be crises. God willing, there won’t be wars like the ones happening now. Bulgaria will always be in transition. America is in transition right now. The United Kingdom too. What lies ahead of us is because many people compare this to 1994. Yes, we can compare the day Bulgaria finished fourth in football with the day Dara won Eurovision. But after 1994, everything ended there. Now, what lies ahead is much bigger. And this isn’t a challenge. It’s a huge opportunity. We will manage it brilliantly there’s no doubt about that. My only concern is that we might fall back into our small-minded local mentality and say: “Bulgaria, Bulgaria, we have to do everything ourselves and prove ourselves.” There are countless experts in Europe and beyond who have organized events like this before. In my opinion, the first thing is that they should be consulted and involved. Because now they’ll probably create committees, commissions, working groups… I’ve seen this for many years in Bulgarian reality they create working groups and everything sinks and disappears. This must be treated as a business project. Nothing else. There should be Excel spreadsheets with investments and profits. Investments and profits. How those profits will be formed, who the consultants will be. A pure business project. Then it will be hugely successful.

 Host: Associate Professor Toms, would you like to add something?

Justine: We saw the state trying to act quickly on many levels. The mayors themselves reacted immediately yesterday. The mayor of Sofia welcomed Dara at the airport. All around Sofia yesterday, bus stop displays read “Bangaranga.” The state is learning to move away from slow decision-making. I hope we’ll have the capacity to rise to Dara’s level.

Host: How important is it to act quickly? As you said, we need to move fast and advertise Bulgaria. Not wait until the last moment with promotional campaigns. Starting now, even for this summer tourist season come to Bulgaria.

Maksim: I don’t know whether someone will come to the seaside or to Bansko for skiing because we won Eurovision. But Bulgaria now has much stronger branding and far greater recognition. Many more people will know about Bulgaria. Again, I only hope we don’t create working groups and drown in bureaucracy.

Host: But the Minister of Culture said such a group is expected to be formed this very week.

Maksim: I’m responding directly to my friend Miloshev with this we must look at it differently. In my business projects, I don’t create working groups. I sit down, make strategies and visions, know who will execute them, and in the end it all comes down to revenue and expenses.

 Host: But you saw that Dara wished for a “House of Artists,” and Mr. Miloshev promised action toward creating one. She said she has dreamed for many years of having a space where artists could gather. We’ll still see how this idea develops, but tell us how wide open is the door now for all Bulgarian performers, since Eurovision is coming to Bulgaria?

Justine: This is truly a huge opportunity for Bulgarian music and Bulgarian art. I hear people listening to “Bangaranga” all day and then moving on to other Bulgarian artists.

We really do have exceptionally talented people trying to break through via social media. This is a huge chance for them, and maybe now it’s finally time to hear them on real stages, not just online.

Host: Mr. Behar, did an ordinary girl win Eurovision and I use the full weight of that word an ordinary 27-year-old girl with a song that didn’t carry heavy political messages, as you said? It wasn’t about showing off vocal power, nor a song about war or differences, but simply about young people who apparently want to live in their own world of Bangaranga, be happy, and dance.

Maksim: Dara is not an ordinary girl. She’s an artist we’ve worked with many times in our company and have followed for years. She is a complete performer and artist.

Host: I meant ordinary in the sense of a modest girl from a small country.

Maksim: It’s a huge opportunity that Europe and the world are paying attention to Bulgaria. Producers, directors, music professionals will come here. They’ll probably hire Bulgarian performers and give many of them a big start. As for a “House of Artists,” I don’t know exactly what that means. We’ll first have to hear from Dara herself what she envisions. There’s no “House of Journalists” or “House of Metallurgists” though maybe there is. Sofia is full of venues where artists and singers can gather whenever they want, and they already do. If there’s a Eurovision House, that would be great a place where amateurs can gather, rehearse, train, and perform. But that’s more of a construction topic: building a place and opening it. What’s more important is that we intelligently use every single moment when Bulgaria is being discussed in the world media and all these people are coming here. No unnecessary pompousness. Yes, we won Eurovision. A huge event, of course. But let’s show what Bulgaria truly has. What’s the most important thing in Bulgaria, Maria? The sea? Not the sea. The mountains? Not the mountains. I had this exact conversation with King Charles. The people. The people, yes. Let’s show the people. Let’s show the young people. I’ve told you many times nowhere in the world have I seen such a vast number of young, intelligent, capable, educated, motivated people as in Bulgaria. And when this whole caravan of foreigners comes here and says: “What kind of people are you in Sofia? We’d barely heard of you we thought it was the capital of Romania or Croatia,” then they’ll see the Bulgarian people. And I’m sure the positive effects will be mind-blowing.

 Host: How kind and hospitable are we, Associate Professor Toms your thoughts on that?

Justine: We will show our hospitality, which I also have no doubt about, and which is famous in Bulgaria. I want to say that right now there isn’t a global media outlet that hasn’t reported on Dara’s song. The New York Times, The Guardian, even The Economist. BBC and CNN. Even Al Jazeera. We are truly in all the world media. It’s an incredible moment and for something positive. And I hope this song really unites us, and that even those who were skeptical will see what happened after the victory.

 Host: And that’s exactly what Dara wished for as well for music to continue uniting us.

Maksim: First, let’s sober up a little.

Host: Ten seconds, quickly.

Maksim: Let’s calm the emotions and start thinking with a business mindset about how to “sell” Bulgaria to the world in the best possible sense of the word and show what we have. It will happen, guaranteed. The work ahead is serious, and we’ll see what we manage to achieve.

Host: We hope, as you say, Mr. Behar, that we will give our absolute best. Bulgaria will host Eurovision 2027. Thank you very much for this conversation.

 You can watch the whole interview here: https://www.maximbehar.com/bg/video/442/bangaranga-fenomenat-kak-dara-prevze-evroviziya-i-promeni-obshtestvenata-naglasa