This document discusses how music and art can be used as tools for country branding. It argues that culture and heritage are easier attributes for countries to influence than other factors like politics or economics. Music in particular is identified as a powerful tool because it is universal, emotive, and engaging. The document provides insights into why music is so important to people and effective for communication. It also presents Eurovision as a case study, noting how Ukraine's 2004 winning entry strategically showcased their culture and helped to brand the country. The conclusion is that music holds great potential for positive country branding that is not yet fully realized.