A month is left before the beginning of the main musical event of 2012, Eurovision, in the capital of Azerbaijan, Baku. After the Azerbaijani duet El&Nikki won the musical contest in 2011, the Baku authorities began intensive preparation for welcoming international guests who would not only follow the contest of the best European singers, but would also learn about the sights in one of the most beautidul capitals of the post-Soviet area.
Those, who have visited Baku in recent months, have seen the colossal work made by all services responsible for organization of the contest. It is not only large-scale hotel construction and investment into transport infrastructure. The authorities of Azerbaijan have paid close attention to informative aspect of the project and preparation of volunteers, who would demonstrate true Caucasian hospitality and communicate with musical fans in many European languages. Gorgeous Baku architecture combining elements of historic traditions with high-tech is supported by warmth of nice attitude and great Azerbaijani cuisines.
Is Eurovision important for the musical world in 2012? We should admit that the type of pop-music presented by participants of the contest is not our favorite. However, this music is demanded by the majority of musical fans in all countries of the world. You can hate this music, but Eurovision is the only all-European exhibition of musical achievements.
The image value of Eurovision is that many Europeans will visit the splendid country for the first time. It is nonsense that in the epoch of global communications, when any place from Fiji to Alaska can be reached, the former Soviet Union is at backgrounds of the information space.
It is hardly possible to destroy this stereotype by professional advertisement and promoting Azerbaijan’s image in the international mass media only. When a traveler has too many choices, he or she would rely not on advertisement, but on stereotypes. This season Tibet is trendy, next season it could be Goa, for example.
And Azerbaijan might be a fashionable place and thousands of Europeans will visit the Caspian Sea to watch the stars and have a party. However, the true star deserving admiration is not a winner of the contest, but Baku itself. And El&Nikki opened Azerbaijan as a country where you should return, even if you haven’t known about the country before.
Baku has gained an opportunity to present a new look of Azerbaijan beyond limits of touristic guide-books and show a unique culture, which is a synthesis of achievements of the West and the East.
Alexei Vlasov. Exclusively to VK
