BBC Studios, the corporation's commercial arm, approached a number of record labels, and decided that BMG shared its "vision of selecting a song with broad international appeal and securing an artist who embodies the spirit and values of the Eurovision Song Contest."
I-BBC Studios, okuwuphiko lwenhlangano yezohwebo, luthinte amalebuli okurekhoda amaningana, futhi lanquma ukuthi i-BMG yabelane "ngombono wayo wokukhetha iculo ngokunxenxwa okubanzi kwamazwe omhlaba nokuvikela umculi oqukethe umoya nezimiso ze-Eurovision Song Contest."