Is rock and roll the new face of global diplomacy–are rockers really “the New Ambassadors” (great, great band name that one…) That’s the thesis of a must read piece by Jeff Leeds in todays NYT’s. Some snippets here.
ARTS / MUSIC
| November 12, 2006
By JEFF LEEDS
“In a little-understood chapter in the history of cultural exchange, nations from around the world have been choosing musical outfits and
sending them to the biggest music markets abroad in hopes of raising their international profile and generating export sales.”
“In a global economy that is blurring geographic borders, more and more nations view intellectual property — films, software and the like — as valuable commodities, easily transferred exports that can sell in previously inaccessible markets. That includes intellectual property
like pop-punk or death metal. Digitally distributed, music is easier to export than ever. And the artists, many of whom have long dreamed of taking a shot at the Billboard chart, are mostly happy to play along..”
“But even viewed as a product, rock ’n’ roll might not seem ready-made for government promotion. …What white-paper policy report could quantify the value of an upbeat review in Spin? …”
Can would-be music stars really be put to this new use? “It ultimately comes down to what one thinks of activity of the state on behalf of art or commerce,” said Brent Grulke, creative
director of the annual Austin festival South by Southwest, which along with CMJ has emerged as a bazaar of internationally financed talent. “Clearly one of the more inexpensive things that we can produce that
potentially has great financial rewards is our culture. For nations that have any kind of forethought into the future of their economies, it’s a no-brainer.”
“From outward appearances, it might seem that the cultural compass just spins at random from one country to the next. But more and more the “next big thing” title may reflect the deliberate efforts of
government trade and culture officials, who routinely attend American music festivals, organize junkets for critics and record executives, and arrange coaching and subsidies for their homegrown acts. In Canada, which has one of the most established programs, artists can apply for an array of grants or loans to finance up to 75 percent of recording costs, advertising, marketing or touring expenses.”
“Heather Ostertag, chief executive of Factor, the public-private Canadian agency that oversees music funds, said it controls a budget of roughly $12.4 million and handed out awards to one-third or more of the 3,800 applicants who sought support last year. Broken Social Scene and its label, for example, have been offered more than $140,000, she said. The Arcade Fire and Stars were also beneficiaries.”
“In Australia state and federal governments offer a series of programs. The country’s main export program offers to cover up to 50 percent of an act’s costs above the equivalent of $11,600. Over the
last year trade officials provided roughly $1.8 million in grants to 80 recipients aimed at exporting their music. Past recipients included the Wiggles, the phenomenally popular music group catering to children.”
“New Zealand has for several years helped cover recording costs, and
recently created subsidies, overseen by music and broadcasting professionals, for artists and labels aiming to sell overseas.”
It’s always seem to me America biggest asset is our popular culture, especially our music from jazz to rock to indie and hip-hop. It’s really the key to what Harvard political science professor Joseph Nye calls our “soft power.“ I cannot tell you how many international students have told me the first reason they wanted to study in America was to come to the place who’s music changed their lives.
Well, even if our government won’t do it, it’s an important part of what we do here at RFCG. Our people have always recognized the power of music to shape ideas and consciousness — from our “chief connector” Roddy Frantz’s work with the Urban Verbs to our resident rhetorician and musical diplomat Jesse Elliott’s These United States out and on tour and spreading the word now.
