Shirley Clamp Named Borås Ambassador of the Year 2024

During the celebration of Borås’ birthday, which was once again held in Stadsparken, the city’s ambassador for the year was traditionally announced.

The motivation for this year’s ambassador read:

“Hasn’t she already been a Borås Ambassador? How strange!

This year, it was a dear task for the jury to correct that omission in the line of city ambassadors. Our love goes to the one who sang ‘Min kärlek’ (My Love), quite simply!

It’s exactly 20 years since the big national breakthrough in Melodifestivalen. But the people of Borås saw her already in 1989, when she won the talent show Artist in Borås at 16 years old. A dream came true, and it was so significant for the future. The victory gave confidence to a slightly shy person, she later said, to dare to pursue a music education: ‘Now I’m going for it! I love this!’

The audience continued to give her their love, and she gave back, with her own successful show ‘Almost 20 years on stage if you round up’. From Viskafors and beyond, but with her hometown still in her heart and voice, as she has kept her dialect.

At Christmas, we’ll see her in the TV calendar, and maybe we dare to hope for more than that? Twenty more years on stage, very much rounded up, is what we wish for. That’s many years when we can finally say: ‘Of course she’s been a Borås Ambassador – that’s self-evident!’

The Borås Ambassador of the Year 2024 is Shirley Clamp.

The Voice of Borås Residents Counts

As per tradition, Borås residents get to have a say in the ambassadorship by nominating a suitable person. The criteria are that the person should be a representative ambassador for the city and live in or have roots in the municipality. The jury considers the proposals and can also nominate their own suggestions to appoint the Borås Ambassador of the Year.

Previous Ambassadors

Borås began celebrating the city’s birthday in 1990 following a proposal from a municipal resident. At each birthday celebration, a Borås Ambassador has been appointed. Some notable ambassadors over the years include:

• 1990: Singer Ewa Roos
• 2003: Singer Jill Johnson
• 2011: Melodifestivalen general Christer Björkman
• 2021: Former Prime Minister Ingvar Carlsson
• 2023: Songwriter and artist Adam Englund

For more information about Borås and its ambassadors, visit the original article.