This chapter analyses Australia’s involvement in the Eurovision Song Contest through a political lens to explore three key themes: geopolitics, nation branding and participation. In geopolitical terms, Australia’s interest in the contest highlights the nation’s changing relationship with Europe, its patterns of migration and its shifting ties with the United Kingdom. Plans to launch an edition of the Contest based in Asia reflect Australia’s emerging foreign policy priorities. Drawing on the concept of nation branding, the chapter examines the selection of Australia’s artists to examine the changing nature of Australia’s national identity and the increasing diversity of its citizenry. This is conceptualised both as an advertisement to the world, but also a strategic communication emphasising inclusivity to a local Australian audience. The final theme, participation, utilises scholarship around shifting norms of political participation, voting and direct democracy to document the popularity of the contest against the broader backdrop of personalised politics, populism and plebiscites.