Azerbaijan's fourth Eurovision attempt turned out to be charmed one. Since joining the European Broadcasting Union in 2007 the small Caucasus country placed well in the pan-European exercise in ESL English, ridiculous costumes, and saccharine pop, coming in 3rd in 2009 and 5th in 2010.   

On Saturday night, Eldar Kasimov and Nigar Djamal AKA Ell & Nikki brought home the trophy with their appropriately sentimental tune "Running Scared" (see below for video). 
   
It's hard to overstate just how big a deal this is for Azerbaijanis. Beyond being a point of national pride, the Eurovision contest has been a matter of economic planning. The winner of the contest hosts the following year's competition and Azerabaijan has been preparing for its day in the Eurovision sun since it entered the competition. Hotels were built, venues constructed--all far in excess of domestic demand. 

Eurovision will fill those largely empty spaces, if only for a summer, and more importantly give Azerbaijan a chance to prove that it has the infrastructure and temperament to host major, international events. 

Update- Der Spiegel considers both the opportunities and potential pitfalls for Azerbaijan: 
Next year, the spotlight will be on Azerbaijan with both its boom and its youthful success with Ell/Nikki, but also its political and human rights blemishes. The song contest could be a Grand Prix opportunity for Baku to show a new face of prosperity and success, and for Azerbaijan to polish its reputation. Perhaps the extra international attention will prompt the government to allow more freedoms and put pressure on the regime to better its human rights record.

But the event could also leave Eurovision running scared if the government doesn't take action to improve its international image.