Bulgaria's National Brand

Bulgaria has been a very welcome and positive addition to the Eurovision contest. The various performers and songs presented to viewers all across the world help to promote Bulgaria, both as a country whose youth are connected with the times, and a nation who has kept its tradition and culture for hundreds of years. This mix of two seemingly opposite mindsets help to promote Bulgaria’s “National Brand”. A brand that shows outsiders that Bulgaria is an old nation, who is willing to move forward into the future. More specifically, conservative nation, whose youth are implementing more liberal forms of expression into the Bulgarian mindset. Eurovision is an opportunity to showcase this brand that Bulgaria is trying to convey. When fans listen to the complex lyrics, and deeper meaning of Bulgaria’s performances, they will be able to see the way the young musicians think about current events. At the same time, elements of culture and tradition find their way into the performances as well. This also presents the idea of balance between tradition and Culture Bulgaria is trying to convey to its audience. Though many viewers may not know of Bulgaria, let alone its National Brand, their performance on the stages of Eurovision help to present their National Brand to the viewers around the world.

           

          Bulgaria is a very old nation, with hundreds of years of history. The Balkan nation has had many positive and negative eras during its lifetime. Positive moments, such as the reign of the first and second Bulgarian Empire fill the people’s hearts with pride and joy. Negative moments, such as the Ottoman occupation of Bulgaria, cause people to feel remorse and pitty. Throughout all of these periods of history, the people of Bulgaria where able to hold onto one thing. Their culture and traditions. The people of this medium sized Slavic nation are proud of their local customs and traditions, and implement them into everyday life. Though this is a very positive aspect of Bulgaria, it does come with its downsides. Because of Bulgaria’s age, and its connection to many other Eastern European nations, the country tends to be more conservative. This, in turn, leads to some individuals rejecting more progressive elements of everyday life. However, the youth of Bulgaria wish to break through these barriers, and present Bulgaria in a positive light to the world. This is done by presenting Bulgarian culture to the audience of Eurovision, implementing elements of tradition to its audience. An example of this is Elitsa Todorova and Stoyan Yankulov’s 2013 Malmö semifinal performance,“Samo Shampioni”. In this acoustic performance, the two use a number of different Bulgarian instruments, such as The Gaida (Goat Skin bagpipe), and the Kaval (Turkish-Bulgarian style flute). This performances highlights the wide range of traditional instruments, and promotes Bulgaria’s rich culture to the Eurovision audience.

            

             Though Bulgaria is a nation of old traditions, many of its citizens wish to show the world of its willingness to move forward. This message of a new Bulgarian mindset can be seen in many of Eurovision’s performances. Specifically, Poli Genova’s and Kristian Kostov’s performances in the song contest. Poli Genova’s Stockholm performance, “If Love was a crime”, presents a new outlook for Bulgarians. While the song itself may seem like a generic love song, it holds a deeper meaning for Bulgaria’s LGBT community. While there are anti-discrimination laws in Bulgaria relating to gay rights, the LGBT community is often looked down on by the older Bulgarian population. This relates back to Bulgaria’s religious upbringing. However, Genova’s performance promotes the equal treatment of LGBT citizens in the nation. Lines such as “Unafraid, Never fade, When it's dark we illuminate, When we rise together”(Genova 2016), presents this line of thinking very well. Along with trying to promote this idea to the Bulgarian masses, Poli Genova is trying to show to the world that many Bulgarians are willing to move forward in thought. In addition, she is trying to show how younger Bulgarians are willing to be more open-minded when it comes to different lifestyles.

Kristian Kostov is another example of a young Bulgarian who is promoting creativity from Bulgaria. Kostov is a diverse individual, with a Russia-Kazakh mother, and a Bulgarian father. This remotes the idea of diversity to the people of Bulgaria, and how they should come to except it in modern times. This also goes into the idea of young Bulgarians moving forward in thought and beliefs. Bulgaria itself is a fairly diverse nation, with Bulgarians, Turks, and Roma being the largest ethnic groups. However, there has been ethnic tension in the past, and has led to some negative views towards each of the different groups. However, Kristian Kostov is breaking down barriers related to diversity. At the same time, he is also promoting creativity in his music. In his 2017 Kyiv performance, “Beautiful Mess”, he showcases his creativity. Lyrics such as, “Water so deep, how do we breathe? How do we climb? So we stay in this mess. This beautiful mess tonight”(Kostov 2017), provide audiences with an interesting range of Lyrics. This element goes into the modern section of the national brand, where Bulgaria is presented as a nation who is willing to move forward into the future.

Bulgaria is a land of contrasts. Old viewpoints mix with modern ideals; old traditions mix new traditions. The viewers of Eurovision have the opportunity to see Bulgaria on stage in front of millions. This may be the only time viewers will be able to hear about Bulgaria, let alone listen to its performance. As a result, Bulgaria must present its national brand to the world. A brand of two seemingly different viewpoints. One in the past, and one in the future. This the brand the people of the Balkan nation wish to share with viewers all across the world, and to showcase what the nations is truly all about. With various talents and elements making Bulgaria a nation whose brand is one of the most importance. One where old and new meet.

   

References

Genova. (2016). If love was a crime. (Bulgaria). Eurovision Song Contest 2016 Stockholm [DVD]. Baarn, NL: Universal Music Group.

Kostov. (2017). Beautiful Mess (Bulgaria). Eurovision Song Contest 2017 Kyiv [DVD]. Baarn, NL: Universal Music Group.

Elista, T &Yankulov. Samo Shampioni (Bulgaria). Eurovision Song Contest 2013 Malmo. Retrieved from https://www.youtube.com/watch?v=bExp3aNOFsE