How TikTok is powering Duncan Laurence's Eurovision winner

Over the past few weeks, a strange thing has been happening in the UK's Official Chart.

Arcade, the song which won the 2019 Eurovision Song Contest, has been slowly climbing, and currently sits at number 29.

Generally, it's unusual for Eurovision entries to make a wider impact in the UK, let alone something released two years ago.

But the powerful ballad, by Dutch singer Duncan Laurence, has been enjoying a second wind thanks to its growing popularity on TikTok.

"It's like a rollercoaster that's taken off," Duncan tells Radio 1 Newsbeat.

After appearing on the Netherlands' version of the Voice, Duncan was chosen to represent his country at Eurovision. Arcade was his debut song.

As always, the Eurovision hype dies down but last October, Duncan's manager told him to check TikTok out as Harry Potter fans were using the song to soundtrack fan scenes of Hermione Granger and Draco Malfoy falling in love.

"It was amazing to see the song being used in such a different way. After that it spread and it was being used more and more… and it's still going."

Arcade has since been used to soundtrack make-up tutorials, drag queen transformations and food videos, and has been covered thousands of times.

It's also been re-recorded as a duet with US singer Fletcher and both versions now have a combined total of nearly 600,000 creations on TikTok.

The song is a classic tale of heartbreak and Duncan calls it a "tragic love story that resonates with people".

One trend even had (mostly) Russian users listening to Arcade until they started crying. "I love the Eurovision drama of it," says Duncan.

Even after the Harry Potter videos, he's not sure exactly why the track has continued to blow up so long after he won Eurovision but is happy it's now "travelling the world".

The song recently passed 200 million streams on Spotify, making it one of the most listened to Eurovision tracks of the streaming era.

What's unclear is whether Arcade would have still picked up popularity online if it hadn't gone to Eurovision: "Was that first Harry Potter fan who used it on TikTok a Eurovision fan too?" he wonders.

"People are listening to it in the US now but they don't necessarily know it won Eurovision."

Eleanor Chalkley, who runs the Eurovision podcast, ESC Insight, understands why the song's having a resurgence and says the song combines "the universal with the personal".

"Almost everyone has had that sinking, aching feeling of love being a losing game but Duncan's performance makes you feel it the first time."

The song is now the highest charting Eurovision entry in the UK since Måns Zelmerlöw's 2015 winning entry for Sweden - Heroes - which made number 11.

Eurovision songs in the UK chart from 2010 onwards (chart position in brackets)

The cancellation of the Eurovision Song Contest in 2020 means Duncan remains the event's current champion and he "can't wait" for this year's competition in Rotterdam.

Organisers have scenarios in place to make sure the contest definitely goes ahead, regardless of how the pandemic is affecting the Netherlands.

"I just can't wait to be in that bubble again and feel a little bit of the experience that I had when I was in Israel representing the Netherlands in 2019.

"I hope we'll be able to welcome at least a few fans into the show, or some sort of audience."

After missing out last year, James Newman will finally get to represent the UK at the contest in May. To succeed, Duncan's advice to James is "do what you're good at, sing your heart out and make Europe fall in love with you".

Follow Newsbeat on Instagram, Facebook, Twitter and YouTube.

Listen to Newsbeat live at 12:45 and 17:45 weekdays - or listen back here.