Britpop) to the United States of America: Study on the Successful British Singers and Musicians That Contributing to Uk’S National Economy (2012-2015)

PROMOTING BRITISH POPULAR MUSIC (BRITPOP) TO THE UNITED STATES OF AMERICA: STUDY ON THE SUCCESSFUL BRITISH SINGERS AND MUSICIANS THAT CONTRIBUTING TO UK’S NATIONAL ECONOMY (2012-2015)

MERRY KRISSTIN ID no. 016201300098

A Thesis presented to the Faculty of Humanities President University In partial fulfillment of the requirements for Bachelor Degree in International Relations Concentration in Diplomacy

February 2017

THESIS ADVISER RECOMMENDATION LETTER

This thesis entitled “Promoting British Popular Music (Britpop) to The United States of America: Study on The Successful British Singers and Musicians that Contributing to UK’s National Economy 2012-2015” prepared and submitted by Merry Krisstin in partial fulfillment of the requirements for the degree of Bachelor in International Relations in the Faculty of Humanities has been reviewed and found to have satisfied the requirements for a thesis fit to be examined. I therefore recommend this thesis for Oral Defense.

Cikarang, Indonesia, February 2017

Hendra Manurung, SIP, MA.

DECLARATION OF ORIGINALITY

I declare that this thesis, entitled “Promoting British Popular Music (Britpop) to The United States of America: Study on The Successful British Singers and Musicians that Contributing to UK’s National Economy 2012-2015” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree.

Cikarang, Indonesia, February 2017

Merry Krisstin

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PANEL OF EXAMINER APPROVAL SHEET

The Panel of Examiners declare that the thesis entitled “Promoting British Popular Music (Britpop) to The United States of America: Study on The Successful British Singers and Musicians that Contributing to UK’s National Economy 2012-2015” that was submitted by Merry Krisstin majoring in International Relations from the Faculty of Humanities was assessed and approved to have passed the Oral Examinations on 22 February 2017

Dr. Endi Haryono, M.Si. Chair – Panel of Examiners

Isyana Adriani, M.Si. Examiner

Hendra Manurung, SIP, MA. Thesis Advisor

ABSTRAK

Diplomasi budaya merupakan unsur penting dalam hubungan internasional. Diplomasi budaya juga merupakan bagian dari diplomasi publik yang digunakan untuk memperkenalkan dan mempromosikan budaya suatu negara kepada negara lain di dunia. Penelitian ini dibuat untuk menganalisis alat diplomasi budaya khususnya musik yang tidak hanya berperan penting untuk meningkatkan hubungan budaya antar negara tetapi juga berfungsi untuk meningkatkan ekonomi suatu negara. Penelitian ini menggunakan studi kasus hubungan budaya antara Inggris dan Amerika, khususnya di bidang musik. Jangka waktu penelitian ini dimulai dari tahun 2012 hingga tahun 2016. Pada tahun ini, musik Inggris mulai mendominasi dunia dengan adanya musisi dan penyanyi berbakat internasional yang juga sukses di Amerika Srikat. Penelitian ini menggunakan metode penelitian kualitatif yang meliputi sejarah, data, dokumen resmi dari badan organisasi yang berperan penting dalam memajukan musik Inggris ke dunia internasional, dan dokumen resmi dari pemerintah Inggris. Peran musik sebagai alat diplomasi budaya Inggris kepada Amerika menjadi aspek yang signifikan dan memiliki peran penting bagi Inggris. Kreatifitas yang diciptakan melalui musik dapat membuat dunia internasional tertarik dengan budaya Inggris. Karena itu, musik dinilai berkontribusi besar dalam menyumbang sebagian besar pendapatan negara dan juga berdampak bagi peningkatan ekonomi Inggris.

Keywords: Cultural Diplomacy, Britain, British Popular Music, America, National Economy

ABSTRACT

Cultural diplomacy is an important element in international relations. Cultural diplomacy is also a part of public diplomacy used to introduce and promote the culture of a country to another country in the world. This research attempts to analyze the tools of cultural diplomacy, especially music that is not only essential to improve cultural relations between countries but also serves to increase the economy of a country. This research uses a case study of cultural relations between the United Kingdom and the United States, especially in the field of music. This research period starting from the year 2012 until 2016. In this timeframe, the British Popular music began to dominate the world with their international talented musicians and singers who are also successful in the United States. This research uses qualitative research methods that include the history, data, official documents of the organizational body that plays an important role in advancing British music to the international, and official documents from the British government. The role of music as a tool of Britain's cultural diplomacy towards America becomes a significant aspect that plays an important role for Britain. Creativity is created through the international music can make the world interested in British culture. Therefore, music as a valuable asset contributes significantly to the income of the country and also has an impact in increasing the United Kingdom national economy.

Keywords: Cultural Diplomacy, Britain, British Popular Music, America, National Economy

ACKNOWLEDGEMENT

First, I would like to thank to my Superhero, Jesus Christ. Thank you for being a father and a bestfriend who will always be there for me. The Lord that gives me hope and a future. Without You by my side, I cannot finish this thesis because You are the one who fight for me and I need only to be still.

To my little family. My mom, my dad, my brother, my puppies, and my dogs. Thank you for being there for me during the ups and downs and love me no matter what. I am blessed to be in this family and I can’t thank enough to God for that.

To Salim Group: my cousins, my uncles, my aunties, and the rest of the big family. Thank you for your care, attention, and support.

To my lovely governor and my idol, Mr. Basuki Tjahaja Purnama. I never let go a day without seeing you on social media and because of that, I always procrastinate my thesis. Thank you for taking care of Jakarta, a city that never sleep where I wrote this thesis that made me cannot sleep. You are my spirit and my inspiration.

To my best of the best besties in the world: Sukmanita Dewi, the super smartass friend where I can share all of my story and my style. Aurellia Raina, the kindest friend who always gives her attention and always understand me. Laura Anabelle, the fashionista and my childhood friend who always remembers me wherever she goes and always be patient to me. Jessica Irfan, my photogenic roommate where I can talk about everything sense and nonsense. Thank you for being more than bestfriend and support me while I was writing my thesis. Having you all is the greatest blessing in my life and I thank God for that every single day.

To my President University friends. Sindy, James Tedy, Adrian, Celine, Christine, and Cherrish. My university life will not be fun and complete without you all.

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To my advisors. Mr. Hendra Manurung, thank you for your comments, suggestion, and guidance. I cannot finish this thesis without your support.

My second advisor, Mrs. Isyana Arslan. The nicest advisor in the university, I feel so lucky to have you as my advisor. Thank you for your time, your guidance, and your snacks. Thank you for checking every chapters of my thesis and thank you for sharing your story with me.

To uncles and aunties that I can’t say their name in here, thank you for taking care of me during the university life. I feel so grateful you treat me like I am one of your child.

Jakarta, February 2017

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TABLE OF CONTENTS

THESIS ADVISOR RECOMMENDATION LETTER ...... ii DECLARATION OF ORIGINALITY ...... iii PANEL OF EXAMINER APPROVAL SHEET ...... iv ABSTRAK ...... v ABSTRACT ...... vi ACKNOWLEDGEMENT ...... vii TABLE OF CONTENTS ...... ix LIST OF FIGURES ...... xi LIST OF ACRONYMS...... xii CHAPTER I - INTRODUCTION ...... 1-21 I.1 Background of the Study ...... 1 I.2 Problem Identification ...... 5 I.3 Statement of the Problem ...... 9 I.4 Research Objectives ...... 9 I.5 Significance of the Study ...... 9 I.6 Theoretical Framework ...... 9 I.7 Scope and Limitation of the Study ...... 13 I.8 Literature Review ...... 13 I.9 Definitions of Terms ...... 18 I.10 Research Methodology ...... 19 I.11 Thesis Structure ...... 20 CHAPTER II – THE UNITED KINGDOM’S CULTURAL INTEREST 22-39 II.1 National Interest of The United Kingdom ...... 22 II.1.1 National Interest of The United Kingdom in Culture ...... 25 II.2 The Overview of The United Kingdom Cultural Diplomacy as a Tool to Promote United Kingdom Cultural Interest ...... 28 CHAPTER III – DEVELOPMENT OF BRITPOP AS THE UNITED KINGDOM CULTURAL DIPLOMACY TO THE WORLD ...... 40-56 III.1 Development of British Popular Music in the World ...... 40 III.1.1 Brief History of British Popular Music in 2000s ...... 41

III.1.2 Britpop as United Kingdom’s Cultural Diplomacy ...... 44 III.2 British Council as The Organization Responsible for Britain’s Cultural Diplomacy ...... 46 III.2.1 British Council: Its Activities ...... 48 III.2.2 British Council in The United States of America ...... 49 III.3 The Government Support for Britpop as The United Kingdom Cultural Diplomacy to The World ...... 50 III.3.1 British Government Support for Britpop as UK’s Cultural Diplomacy by Department of Culture & Sport (DCMS) ...... 51 III.3.2 British Government Support for Britpop as UK’s Cultural Diplomacy by UK Trade and Investment (UKTI) / Department for International Trade . 53 III.3.3 Private Sector and NGO’s Support for Britpop as UK’s Cultural Diplomacy ...... 54 CHAPTER IV – PROMOTING BRITPOP IN THE UNITED STATES OF AMERICA: CONTRIBUTING TO UK’S NATIONAL ECONOMY (2012- 2016) ...... 57-70 IV.1 The United Kingdom – The United States Bilateral Relations ...... 57 IV.1.1 The United Kingdom – The United States Cultural Relations ...... 60 IV.2 The Development of Britpop in The United States as UK’s Cultural Diplomacy that Contributing to UK’s National Economy (2012-2015) ...... 62 IV.3 The Promotion of Britpop in The United States Contributing to UK’s National Economy ...... 68 IV.3.1 Promotion of Britpop by The United Kingdom Government ...... 69 IV.3.2 Promotion of Britpop by British Singers and Musicians...... 69 CHAPTER V – CONCLUSION ...... 71-72 BIBLIOGRAPHY ...... 73-75

LIST OF FIGURES

Figure 2.1 The “Soft Power 30” ...... 30 Figure 4.1 Four Year Comparison 2012-2015 ...... 66

LIST OF ACRONYMS

UK - The United Kingdom of Great Britain and Northern Ireland US - The United States of America ID - Indonesia UN - United Nations UNSC - United Nations Security Council

UNESCO - The United Nations Educational, Scientific, and Cultural Organization FCO - Foreign and Commonwealth Office DCMS - Department of Culture, Media and Sport UKTI - UK Trade and Investment WEF - World Economic Forum ODA - Official Development Assistance BBC - British Broadcasting Company NATO - North Atlantic Treaty Organization

BPI - British Phonographic Industry GII - Global Innovation Initiative MEGS - Music Export Growth Scheme

HM - Her Majesty Government GVA - Gross Value Added MTV - Music TV

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CHAPTER I INTRODUCTION

I.1 Background of the studies

In international relations, diplomacy is often discussed if we talk about soft power. Diplomacy is an effort of a country to defend their national interest in the international community. Basically, diplomacy is a way to build relations with other countries. Geoffrey Berridge’s definition elaborates on the instrumentality of diplomacy for governments: “Diplomacy is an essentially political activity. Its chief purpose is to enable states to secure the objectives of their foreign policies without resort to force, propaganda, or law. It follows that diplomacy consists of communication between officials designed to promote foreign policy.1” In today's modern era, a variety of news and information is very easily accessible to the public. In just seconds, the whole world can immediately know the information. Therefore, some countries prefer to use soft power to influence other countries rather than the hard power which is more effective by using technological sophistication. Power is a way to influence others in order to get what we want. There are two kinds of power which are hard power and soft power. According to Campbell and O’Hanlon, hard power tactics tend to overemphasize military intervention, economic sanctions, and coercive diplomacy.2 While Soft power is a way to influence other countries through a variety of aspects such as culture, sports, and various arts that other countries are willing to do what it wants without using the military, war or violence. Coined by Nye in the late 1980s, the term "soft power" -- the ability of a country to persuade others to do what it wants

1 Geoff Berridge, Diplomacy: Theory and Practice, 4th ed (Houndmills, Basingstoke, Hampshire; New York: Palgrave Macmillan, 2010). 2 Wilson, Ernest J. "Hard Power, Soft Power, Smart Power." The ANNALS of the American Academy of Political and Social Science 616 (2008): 110-124. Sage Publications. L.A. Mar. 2008 http://ann.sagepub.com/cgi/reprint/616/1/110

1 without force or coercion.3 Nowadays, the use of hard power is not as effective as it used to be, now developed countries have started using soft power. Cultural diplomacy is one of the various aspects of soft power. Culture, which is said to be the whole complex of distinctive spiritual, material, intellectual and emotional features that characterize a society or social group, includes not only arts and letters, but also modes of life, the fundamental human rights, value systems, traditions, and beliefs.4 Since cultural diplomacy is part of soft power, the whole can be interpreted, namely, a way that made a country through the introduction and spread of the culture of the country itself to another country to exchange ideas and build mutual understanding, trust and creativity. Cultural diplomacy is a part of public diplomacy because its activities to promote the culture of the country like an official event is usually supported by the government. According to United Kingdom Parliament, Lord Carter, He recommended that public diplomacy should no longer be defined simply in terms of creating positive perceptions but intended it should be defined as:

“Work aiming to inform and engage individuals and organizations overseas, in order to improve understanding of and influence for the United Kingdom in a manner consistent with governmental medium and long term goals.5”

Cultural diplomacy cannot be separated from public diplomacy. Because cultural diplomacy is also the government's way to promote their own culture to other countries. According to Milton Cummings (2003), cultural diplomacy has been defined as “the exchange of ideas, information, art and other aspects of culture among nations and their peoples in order to foster mutual

3 Soft Power: The Means to Success in World Politics https://www.foreignaffairs.com/reviews/capsule-review/2004-05-01/soft-power-means-success- world-politics 4 Mexico City Declaration on Cultural Policies, World Conference on Cultural Policies, Mexico City, July 26–August 6, 1982, http://portal.unesco.org/culture/en/!les/12762/11295421661mexico_en.pdf 5 http://www.publications.parliament.uk/pa/cm200506/cmselect/cmfaff/903/903.pdf

2 understandings.”6 Cultural diplomacy can be done through education, art, dance, music, culinary, fashion and sports. Music is one aspect of the most influential part in cultural diplomacy. Because almost every day people listen to music, especially in today's digital era, a wide variety of music can be listened and accessible easily via internet, radio, and applications. Several radio stations are also definitely playing the music that hits at the moment. Music can affect everyone. It can affect the teenagers, the juvenile, and the adults. Lifestyle and way of dressing of the musicians become an example for young people who like to listen to the musicians and singers of their idol. Whatever is used by the musician, it can instantly become a trend at that time. Due to the affection of the people in music, it can also be a tool to help political activities. For instance, a political party or candidate for district leaders use artists and musicians to join as a supporter in their campaign. Because fans of a band or singer are quite a lot, the fans will also likely be affected by their idol singers. Enthusiasts will also support a leader who is supported by their idol, singer or musician. Because of that, the various aspects of the music whether the contents of the delivery of the songs and the musicians are also influential for listeners. On October 24, 2003, Kofi Annan as United Nations Secretary General said that Music is truly a rare gift. On the occasion of Concert Celebrating UN Day and Switzerland’s Membership, he said, “Music can capture a wide range of feelings, go to the essence of things and speak to the soul. And it has the power to bind us together and strengthen our sense of community through shared emotions.7”

Nowadays, most people would listen to music every day. Either in the film or movie is watched, the radio station playing the various songs and the internet as a tool to access the desired song. Music is a means of comfort and entertains people through its melody. Music can also be a big influence on improving the national economy of a country with their artists’ album sales abroad. Following is

6 Milton C. Cummings, Jr. Cultural Diplomacy and the United States Government: A Survey, Washington, D.C: Center for Arts and Culture, 2003. 7 Secretary-General Underscores Importance of Music to Humankind, At Concert Celebrating UN Day and Switzerland's Membership. (2003, October 27). Retrieved from United Nations: http://www.un.org/press/en/2003/sgsm8964rev1.doc.htm

3 the text of Secretary-General Kofi Annan’s introductory remarks at the lecture on “Why Music Matters” by Professor Leon Botstein in New York, 8 November 2004: In a world of diversity where often values clash, music leaps across language barriers and unites people of quite different cultural backgrounds. And so, through music, all peoples can come together to make the world a more harmonious place8.

Every country has its own popular music. For example, Korea has K-pop, Japan has J-pop, and so Britain has Britpop which was very popular in the beginning of 1960s. The United Kingdom has a great selling album for their singer in Britpop era such as The Beatles, Elton John, Led Zeppelin, Pink Floyd at 1960s. This year, the selling album for Adele, One Direction and Sam Smith as the most sales album of the year that supports to increase its national economy and rank its soft power as the most influential country in the world.

“Musical acts such as Adele, the James Bond films and Premier League football stand alongside the Queen, the rule of law and the English language in granting Britain a rare degree of soft power”, Sir John Major, the former United Kingdom Prime Minister said.9

America is a convenient country for Britain to promote its culture. The United Kingdom and United States bilateral relations is quite close to the exchange of ideas and for their culture through Hollywood films involving artists and musicians from the United Kingdom, for instance, James Bond movie. The United Kingdom cultural diplomacy in the US can strengthen bilateral relations between the two countries which help to improve mutual understanding, creativity and knowledge can affect to increase their national economy and improve its nation branding. For instance, British council in the United States has goals to

8 United Nations. (2004, November 8). Retrieved from Music Unites People of Different Backgrounds. Secretary-General Says In Remarks Introducing 'Why Music Matters': http://www.un.org/press/en/2004/sgsm9580.doc.htm 9 Holehouse, M. (2013, December 16). One Direction give Britain diplomatic clout, says Sir John Major. Retrieved from The Telegraph: http://www.telegraph.co.uk/culture/music/10521582/One- Direction-give-Britain-diplomatic-clout-says-Sir-John-Major.html

4 connect the UK and US school sectors to enrich education and promote cultural exchange between US and UK.

I.2 Problem Identification

Britpop is one of the music's genre that characterizes the culture of British that was born from the fusion of diverse types of music. The music genre characterizes British culture which is born from a diversity genre of music, genre such as the British Invasion, glam rock, and punk rock. Britpop music operates mostly like melancholy that talked about love and life with sad and romantic lyrics. Britpop was developed as a reaction against different musical and cultural trends types in the late 1980s and early 1990s. The emergence of Britpop bands in the first wave such as Blur, and Suede was able to hit the world of music in America. To maintain its existence in the world of entertainment, Britpop retaining his music through romantic and wistful lyrics through the band's third generation. Music journalist John Harris, consider the Britpop era began when Blur released their single "Popscene" and Suede with the song "The Drowners" in the summer of 1992. In April 1993, Select magazine issued vocalist of Suede Brett Anderson on the front page with the British flag as a background with the inscription "Yanks go home!" Other bands such as Oasis, Pulp, Supergrass, Sleeper, Radiohead and Elastica followed. These bands brought British alternative rock into the mainstream and form the foundation of a larger movement of British culture called Cool Britannia10. To maintain existence of Britpop, appeared Coldplay, Placebo, and Travis. These bands emerging and re-rival American band back on track melancholy fronted rock bands like Blink 182, The Used and My Chemical Romance. Britpop influence not only in terms of music, a lot of indie bands that developed country also mimic the style of dresses. In the UK alone, in the 1990s

10 Silverton, P. (2007, Oktober 15). Britpop. Retrieved from Encyclopaedia Britannica: https://www.britannica.com/art/Britpop

Britpop bands many fond clothes tight enough, and gave birth to a new style called indies. At the beginning of the new millennium in the 21st century, Britpop continue to follow the world of music with different genre. The appearance of new singers and bands are breakthrough for British music to maintain its existence in the world of music. It can be said that Britpop in the old days is varied genre like rock, punk, and indie but nowadays, people assumed that popular modern music in Britain is also a part of British popular music (Britpop). While talent show contestants were one of the major forces in pop music, British soul maintained and even extended its high profile with figures like Joss Stone, Amy Winehouse and Adele, while a new group of singer/songwriters, including KT Tunstall and James Blunt, achieved international success and to rock bands such as Arctic Monkeys, Coldplay and Bring Me the Horizon.11 British pop looks set to have a distinctly feminine slant in recent years. But while Adele has strong links with the London singer-songwriter scene that spawned the chav-pop of Lily Allen and Kate Nash, her rich vocals and engaging love songs set her apart and her jazzy tones have also been compared to Amy Winehouse12. Coldplay is a British rock band was formed in 1996 still exist until now. Now, Coldplay arranged their world tour schedule for this year until next year around the world starting in Australia, Singapore, Philippine, Europe countries such as Italy, French, German, Austria, Poland and also the United States. In the United States, there are many fan bases for UK singer like One Direction, Adele, Sam Smith, Ed Sheeran, and Coldplay. They always update about the news of their favorite singers through social media like Twitter, Facebook, and Instagram. Many fan bases are built to support their favourite UK’s singers and bands. There are so many American people who uploaded their video on Youtube sang a song of one of UK’s singer. Grammy Awards 2012 nominated

11 N. McCormick, "Flower of Brit-soul turns shrinking violet" Daily Telegraph, 29 Jan 2004, retrieved 02/07/09. 12 Bamigboye, B. (2008, January 24). Adele: Not just another Brit pop girl next door. Retrieved from Mail Online: http://www.dailymail.co.uk/columnists/article-510252/Adele-Not-just-Brit-pop- girl-door.html

Adele for six nominations for “21” album as Album of the Year, Best Pop Vocal Album, “Rolling in the Deep” song as Record of the Year, Song of the Year, Best Short Form Music Video, and “Someone Like You” as Best Pop Solo Performance and She won it all. “Adele’s effect on American radio has been similarly dramatic: usually strictly partisan in the styles of music they play, a wider variety of radio stations, including Latin, have played Rolling in the Deep than any previous recording. With six million downloads, it is the bestselling single in America since Elton John’s Candle in the Wind 1997.”13 The development of pop music in the UK has gone through a series of long history and continues to undergo changes from time to time. The development of the British music industry's comparatively rapid has made the United Kingdom as a manufacturer of popular culture that is well established and powerful who are able to compete with other countries such as America. As pop music culture is quite successful, UK has also managed to bring his music to foreign countries. British music has a significant role in the world of music industry. Singer like Amy Winehouse and Adele achieve success in the international world, especially in the United States. Adele fairly successful because of her awards and achievement from many music awards around the world. On July 5th, 2016, Harper’s Bazaar (one of American entertainment Magazine) said that: “With the release of 25, she broke the record of most albums sold in a single week, with over 3 million copies sold in the U.S. in the first week of sale. It's no wonder she's won 10 Grammy Awards. She also beat out artists like Michael Jackson and Lady Gaga on the list of 60.”14

13 Gambaccini, P. (2012, February 10). Grammy awards 2012: How America fell for Adele. Retrieved from The Telegraph: http://www.telegraph.co.uk/culture/music/rockandpopfeatures/9072661/Grammy-awards-2012- How-America-fell-for-Adele.html

14 Greenberg, I. (2016, July 5). Adele Has Two of The Best-Selling Albums of All Time in The UK. Retrieved from Harper's Bazaar: http://www.harpersbazaar.com/culture/art-books- music/news/a16492/adele-albums-best-selling-of-all-time-ranking/

This proves that British music much favoured in the international community and does not lose in compete with other countries’ music. The British government realized the importance of Britain's culture, especially in the field of music should be supported by the British government. Therefore, the UK Secretary of State for Culture, Media, and Sport, Karen Bradley said that: “The extraordinary success of artists like Coldplay and Adele added billions to our economy. We want to maintain and build on that success. The government is working closely with industry bodies, such as UK Music, to make it easier for these artists to do business and is investing in music education to nurture the next wave of successful British artists, who we want to see perform across the whole world.”15 The UK has an international organization called the British Council. British council formed to promote all Britain’s cultures. Ranging from music, art, and education. British Council has offices around the world. The British Council was founded to create friendly knowledge and understanding between the people of the UK and the wider world.16 The British Council builds links between UK people and institutions and those around the world, helping to create trust and lay foundations for prosperity and security around the world.17 British council also promote the English language to other countries and helps the international student to study in the UK, they also have branch offices in the United States which are in Washington, DC and New York City dealing with United States student to build education and cultural relations between US and UK. This research aims to provide knowledge about the influence of music as a part of cultural diplomacy enhancing cultural relations among nations. Britpop as an example of creativity in promoting British culture to the whole world. United Kingdom Cultural diplomacy through music can strengthen its relations with US that also contributing to enhance UK’s national economy.

15 Allen, K. (2016, September 12). UK Music Industry in Plea to Protect Its Status During Brexit Negotiations. Retrieved from The Guardian: https://www.theguardian.com/business/2016/sep/12/uk-music-industry-plea-protect-status-brexit- negotiations 16 Our Organisation. Retrieved from British Council: https://www.britishcouncil.org/organisation 17 Ibid.

I.3 Statement of the Problem

This research is done to indicate the power of cultural in diplomacy. In this research, Britpop as a tool of United Kingdom to do its cultural diplomacy through music industry towards US that may increase UK’s national economy. How did Britpop, as the United Kingdom cultural instrument in the US contribute to UK’s National Economy (2012-2015)?

I.4 Research Objectives

The research objective of this thesis is to find out the contribution of Britpop to UK music and analyse the improvement of Britpop from the study on the successful British singers and musicians in the year 2012 – 2015 as United Kingdom cultural instrument in the US that contribute to UK’s national economy.

I.5 Significance of the Study

This research is significant due to the purpose of cultural diplomacy on improving bilateral relations and promoting mutual understanding between countries. This research will increase our knowledge about Britpop as a tool of UK’s soft power and the impact on increasing United Kingdom national economy.

I.6 Theoretical Framework

This Research uses Soft Power Theory and Cosmopolitan Constructivism Theory that fits best when we talked about cultural diplomacy and Britpop as UK’s Cultural Diplomacy towards the US. Soft Power is introduced by Joseph Nye on 1990. He said that when one country gets other

9 countries to want what it wants might be called co-optive or soft power in contrast with the hard or command the power of ordering others to do what it wants.18 Power is an important thing to be owned by every country in establishing relations with other countries. There are two kinds of power which are hard power and soft power. Hard power is the power of a country related to coercive force such as military power and economic strength of a country. While soft power usually includes diplomacy and cultural influence of a country with other countries. The ability to affect what other countries want tends to be associated with intangible power resources such as culture, ideology, and institutions.19 In the current era, more countries prefer to use soft power rather than hard power. Soft power is the global interaction that still gives priority to achieve peace despite the different culture and interests without having to use the military and war. Soft power can be done through diplomacy. Culture is one of the aspects of diplomacy. British diplomat J. M. Mitchell believes that cultural diplomacy “seeks to impress, to present a favorable image so that diplomatic operations as a whole are facilitated” and involved strengthening one country’s cultural influence by offering direct funding for artists’ tour or by promoting the study of its language or culture in universities abroad.20 In a world we live in today, required the creation of cultural similarities between countries. There are so many cultural differences exist in the world can lead to a conflict. With the same understanding through the cultivation of the values of cultural differences are expected to prevent the conflicts. The UNESCO Declaration on Cultural Diversity defines culture as “the set of distinctive spiritual, material, intellectual and emotional features of society or a social group, and that it encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions, and beliefs. 21 Cultural diplomacy which has various aspects such as music that plays an important role in

18 Joseph S. Nye, J. (2006, January 21). Soft Power. Retrieved from JStor: http://faculty.maxwell.syr.edu/rdenever/PPA-730-27/Nye%201990.pdf 19 Ibid. 20 J. M. Mitchell, International Culture Relations. (London: Allen & Unwin Publishers Ltd., 1986): 81. 21 United Nations Educational, Scientific and Cultural Organization. Universal Declaration on Cultural Diversity. November 2, 2001.

10 improving cultural relations among other countries. Musical diplomacy was born as a result of the creativity of the people in expressing the emotions through songs that people may also learn the language and the message of the song. The United Kingdom differences in everyday modes of sociality and consumer behavior are not great from one part of the nation to another, some aspects of culture are symbolic of national or local difference on the level of everyday practice or on special occasions.22 The UK has had a commitment to international cultural relations for many decades, perhaps best exemplified by the fact that the British Council has been funded by the FCO (Foreign and Commonwealth Office) since 1934.23 The British Council is very important for UK to promote its culture to a wider world and build cultural relations among other nations. The second theory is used is Cosmopolitan Constructivism. Constructivism believed that learning is perceived as an active, not a passive, process, where knowledge is constructed, not acquired.24 The world according to constructivism is a world of thoughts, beliefs, ideas, languages, discourses and understandings among human beings. 25 Constructivism in this study leads to Cosmopolitan Constructivism. The bottom-line of Cosmopolitan Constructivism is straightforward: people, cultures and states matter, and cultural and public diplomacies collaborate in the inter-subjective construction of ideas, norms, and identities towards cooperation, welfare, and understanding. 26 Under the cosmopolitan constructivist framework, one might define the mission of public and cultural diplomacies, following Paul Sharp, as a bottom-up representational

22 United Kingdom. Retrieved from World Culture Encyclopedia: http://www.everyculture.com/To-Z/United-Kingdom.html#ixzz4QwdxYwSs 23 Bound, K., Briggs, R., Holden, J., & Jones, S. (2007). Cultural Diplomacy: Culture is a central component of international relations. It's time to unlock its full potential. Retrieved from Demos: https://www.demos.co.uk/files/Cultural_diplomacy_-_web.pdf 24 Education Theory: Constructivism and Social Construcivism. (n.d.). Retrieved from UCD Dublin: http://www.ucdoer.ie/index.php/Education_Theory/Constructivism_and_Social_Constructivism 25 Jackson & Sørensen, p.163. 26 Cosmopolitan Constructivism: Mapping a Road to the Future of Cultural and Public Diplomacy. (2010, January 13). Retrieved from Public Diplomacy Magazine: http://publicdiplomacymagazine.com/cosmopolitan-constructivism-mapping-a-road-to-the-future- of-cultural-and-public-diplomacy/

11 activity where the focal point is “expressed as now having evolved to the point where states are authentic expressions of popular sovereignty and nations are authentic expressions of popular cultural identity27.” United Kingdom cultural diplomacy has brought the United Kingdom as the global leader in soft power. The UK is recognized as one of the world’s most adept soft-power states.28 According to Portland communications July 14, 2015 The UK leads the world in soft power, according to a new annual ranking of the strength of national soft power resources.29

The government of UK has done many works to strengthen their soft power in terms of culture, language, and education. Public funded institutions like the BBC World Service, the Foreign and Commonwealth Office, the Department for International Development and also the British Council provide a tremendous source of attraction and admiration around the world.30

27 Ibid. 28 Contribution to UK soft power. (n.d.). Retrieved from British Council: https://www.britishcouncil.org/organisation/facts/what-the-british-council-does/contribution-uk- soft-power 29 Which countries come top for ‘soft power’? (2015, July 17). Retrieved from World Economic Forum: https://www.weforum.org/agenda/2015/07/which-countries-come-top-for-soft-power/ 30 McClory, J. (2015, July). The Soft Power 30: A Global Ranking of Soft Power. Retrieved from ComRes: http://comresglobal.com/wp-content/uploads/2015/07/Report_Final-published.pdf

I.7 Scope and Limitations of the Study

The scope and limitations of this research is limited from 2012 to 2016. At this time frame, the development of New Britpop era after Britpop in the 1960s has grown rapidly where the United Kingdom is one of the most popular cultures through its popular music that people from around the world were influenced by the British music especially the US.

I.8 Literature Review

1.8.1 Harmonizing International Relations Through Music by Mary Einbinder

This thesis was written by Mary Einbinder entitled ”Harmonizing International Relations Through Music” in pursuit of her master degree from New York University in May 201331. This thesis discussed how music can contribute to achieve mutual understanding and improve the bilateral relations between two countries through music. The researcher argued for the promotion of music as a cultural diplomacy instrument may improve intercultural communication and cooperation between the peoples of the world and how music can contribute to international cooperation and cross-cultural understanding. The research derives from Milton Cummings’ definition of cultural diplomacy. “Cultural diplomacy” for Cummings is the exchange of ideas, values, and information having for ultimate goal to promote mutual understanding. She argued that music as cultural diplomacy can be a tool for many countries in build cultural relations with other countries. The collaboration between the government, the artist & musicians, the institution and non- governmental organizations may be a good work in the development of music in

31 Einbinder, M. (2013, May). Cultural Diplomacy Harmonizing International Relations Through Music. Retrieved from Cultural Diplomacy: http://www.culturaldiplomacy.org/pdf/case- studies/Cultural_Diplomacy_Harmonizing_International_Relations_through_Music_- _Mary_Einbinder.pdf

13 international relations. Music can be a media for all people to communicate with each other. Even though in a world that consists of many different cultures and languages, it can capture a wide range of feelings and share emotion through music. Mary Einbider also said that education system is a part of cultural diplomacy because every country has a different education system from the way of teaching and education material. Because of that, it includes the cultural learning about its countries in the teaching process.

1.8.2 Britain’s Cultural Diplomacy in China by Youwei Yin

This research was written by Youwei Yin entitled “Britain’s Cultural Diplomacy in China” in pursuing his master degree from Aalborg University on May 201432. This research discussed how the United Kingdom do his cultural diplomacy in China through British Council. As it is known British council is an organization that has responsible in promoting UK culture through education and art. In performing its duties in china, the British Council has been offering a high quality of education resulting satisfactory in China. The UK regards China as a strategic partner in building cultural relations. Some of the British cultural events are conducted in China to promote British culture. Even though the UK is a democratic country and China is a communist, the cultural relations must be maintained. This research supports my argument that British Council has a significant role in increasing cultural relations with other countries. British council could build cultural relations with China and has a good result that can be seen in the increasing of Chinese students that continue their study in the UK. Youwei Yin said that the UK takes a practical approach to its foreign diplomacy with China, including its cultural diplomacy, which can be seen that its cultural diplomacy aims to foster a positive and favorable image in China and worldwide and to enhance its economic benefits and national interests.

32 In, Y. (2014, May). Britain's Cultural Diplomacy in China. Retrieved from Aalborg Universitet: http://projekter.aau.dk/projekter/files/197851996/Youwei_Yin_thesis_Britain_s_cultural_diploma cy_in_China.pdf

In this case, it can be seen that when the UK built relations with other countries, it also enhanced UK economic benefits through cultural diplomacy. This research supports my argument that music as a part of UK cultural diplomacy and UK creative industry may increase UK national economy like the UK did in China with the collaboration from the government, private sector, and organizations such as the British Council.

1.8.3 Cultural Diplomacy as the Means of Soft Power in an Information Age by Hwajung Kim

This journal was written by Hwajung Kim entitled “Cultural Diplomacy as the Means of Soft Power in an Information Age” that discussed the relations between culture, public diplomacy that is found in the concept of soft power33. The researcher stated that in doing cultural diplomacy, it will benefit the country if the country using information technology as a tool to promote its culture throughout the whole world. By using information technology, it will gain and strengthen soft power if cultural policy makers use new communication technologies effectively and strategically. The researcher also discussed UK cultural diplomacy that has an institutional organization which is the British Council. British Council interpreted as a dissemination of British ideas and beliefs in general. This research also supports my argument about how music can favor many people by using information technology as the internet technology is growing rapidly and made people easier in gaining information about everything. Joseph S. Nye points out that “Power in the information age will come not only from strong defenses but also from strong sharing”. On my thesis research, music can be downloaded by many people by using information technology and it can help a country to disseminate its culture. A

33 Kim, H. (2011, December). Cultural Diplomacy as the Means of Soft Power in an Information Age. Retrieved from Cultural Diplomacy: http://www.culturaldiplomacy.org/pdf/case- studies/Hwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft_Power_in_the_Information_ Age.pdf

15 country with a sophisticated technology will make a powerful country because it helps them to promote its culture in an easy way but more effective. If a country used the internet to do its cultural diplomacy, it would strengthen the soft power effectively. As it is known that the United Kingdom is one of the most powerful countries in terms of soft power.

1.8.4 Cultural Diplomacy as a Form of International Communication by Marta Ryniejska

This paper was written by Marta Ryniejska entitled “Cultural Diplomacy as a Form of International Communication” discussed cultural diplomacy is showing cultural heritage that provides a country with an opportunity in creating a positive image thus helping to achieve their political aims34. This paper discussed the cultural and public diplomacy of Poland. The Ministry of Foreign Affairs of the Republic of Poland promote Poland as a tourist destination and promotion scientific and technological cooperation. The researcher stated that without powerful institution in Poland, it will be difficult to promote Poland’s culture to other countries. The United Kingdom has a strong organization to promote UK’s culture. Because of that, the researcher said that if it compared with Poland, the promotion of Poland’s culture is poorer. The importance of organizations such as British council in the UK helps UK government to spread their culture through art and education. Because cultural diplomacy is an important aspect of soft power a country should focus on developing their cultural aspect. Soft power can be a substitute for traditional forms of power like military measure and economy sanctions. Soft power is a more peaceful way in building relations with other countries. In an era of Global information and technological sophisticated, soft power is more effective rather than using hard power.

34 Ryniejska, M. (n.d.). Cultural Diplomacy as a Form of International Communication. Retrieved from Institute for Public Relations: http://www.instituteforpr.org/wp- content/uploads/Ryniejska_Kieldanowicz.pdf

This paper supports my argument about how the UK support their music sector as part of cultural diplomacy in many ways from the Department of Culture, media, and Sport, Department of International Trade, and British council as a tool for the UK to do its cultural diplomacy. Because every aspect of culture is important to be developed, it can create positive images in terms of art and culture, and can be defined as a country that full of creativity and historical culture that make people interest to visit this country.

1.8.5 A Greater Role for Cultural Diplomacy by Simon Mark

This essay was written by Simon Mark entitled “A Greater Role for Cultural Diplomacy” discussed the practice of cultural diplomacy and the effectiveness in reaching the government and non-government audiences35. The researcher also defines the role of culture domestically and internationally. Cultural diplomacy can be a subset of public diplomacy. It is a way for the government to reach foreign audiences in order to positively influence them. The practice of cultural diplomacy should be understood better because it represents the national image, a nation branding, and its contribution to national domestic objectives. Many countries like the United Kingdom, USA, France, and Germany put much effort in developing its cultural diplomacy. The Cultural part of public diplomacy can be visual arts, theatre, dance, education, movies, and music. In recent years, popular culture is also a part of cultural activities that attract many audiences. In a world of culture, exchanges ideas and innovation is important for a country to build relations with another country for example education exchanges, sports diplomacy, and arts. Cultural diplomacy involves many aspects of life. Cummings defines cultural diplomacy as the exchange of ideas, information, art and other aspects of culture among nations and their peoples in order to foster mutual understanding’

35 Mark, S. (2009, April). A Greater Role for Cultural Diplomacy. Retrieved from Clingendael Netherland Institute for International Relations: https://www.clingendael.nl/sites/default/files/20090616_cdsp_discussion_paper_114_mark.pdf

17 which ‘can also be more of a one-way street than a two-way exchange, as when one nation concentrates its efforts on promoting the national language, explaining its policies and point of view, or “telling its story” to the rest of the world36. Cultures an important asset for a country. Music can be a substantial part. When people more listen to other country’s song than their own country, it means that the practice of cultural diplomacy to promote a nation image is persuasive and convincing.

I.9 Definitions of Terms

1.9.1 Soft Power The definitions of Soft Power according to Joseph Nye: “Coined by Nye soft power is the ability to get ‘others to want the outcomes that you want’ (Nye, 2004a, p.5), and more particularly ‘the ability to achieve goals through attraction rather than coercion’ (ibid., x). He argues that soft power is as important as hard power, and even more so in international politics. Indeed, soft power enables a change of behavior in others, without competition or conflict, by using persuasion and attraction”37

1.9.2 Public Diplomacy Public Diplomacy is the efforts by the government of a country to create a positive image among other countries and in the international community to make the image of the country looks better. USIA which was in the business of public diplomacy for more than forty years, defined Public diplomacy as38: “Public diplomacy seeks to promote the national interest and the national security of the United States through understanding, informing, and influencing

36 Cummings, Milton C. (2003). Cultural Diplomacy and the United States Government: A Survey (Washington, D.C.: Centre for Arts and Culture). 37 Gomichon, M. (2013, March 8). Joseph Nye on Soft Power. Retrieved from E-International Relations Student: http://www.e-ir.info/2013/03/08/joseph-nye-on-soft-power/ 38 About U.S. Public Diplomacy. Retrieved from PublicDiplomacy.org: http://pdaa.publicdiplomacy.org/?page_id=6 18 foreign publics and broadening dialogue between American citizens and institutions and their counterparts abroad”.

1.9.3 Cultural Diplomacy The definitions of cultural diplomacy according to United States government official website39: Cultural diplomacy • Helps create “a foundation of trust” with other peoples, which policymakers can build on to reach political, economic, and military agreements; • Encourages other peoples to give the United States the benefit of the doubt on specific policy issues or requests for collaboration since there is a presumption of shared interests; • Demonstrates our values, and our interest in values, and combats the popular notion that Americans are shallow, violent, and godless; • Affirms that we have such values as family, faith, and the desire for education in common with others; • Creates relationships with peoples, which endure beyond changes in government;

I.10 Research Methodology

The writer uses Qualitative research to develop this thesis. Qualitative research provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research.40 To get information that is needed by the writer, she Gathered all the relevant data from official music industry organization and government website where the data is significance and according

39 Cultural Diplomacy The Linchpin of Public Diplomacy. (2005, September). Retrieved from U.S. Department of State: https://www.state.gov/documents/organization/54374.pdf 40 Wyse, S. E. (2011, September 16). What is the Difference between Qualitative Research and Quantitative Research? Retrieved from SnapSurveys: https://www.snapsurveys.com/blog/what-is- the-difference-between-qualitative-research-and-quantitative-research/

19 to the fact that they prove. Internet, books, and journals related to cultural diplomacy and UK – US relations to strengthen the statement.

Library research. The writer analyses books and report that is related to UK cultural diplomacy and UK – US relations. Journals that has been done by the researcher before that is related with UK cultural diplomacy.

I.11 Thesis Structure

This thesis structure consists of five chapter. The first chapter is introduction, the second chapter will discuss about the United Kingdom’s cultural interest, the third chapter will discuss about the development of Britpop as United Kingdom Cultural diplomacy in the world, then chapter four will discuss about the development of Britpop as UK cultural diplomacy on strengthening its relations with the United States that enhance its national economy (1996 – 2016) and the last is conclusion.

Chapter I: Introduction

The first chapter will discuss the background of study which is cultural diplomacy followed by problem identification discussed UK music industry as a tool of UK’s cultural diplomacy. Then, there are statement of the problem, research objectives, the significance of the study, theoretical framework, scope and limitations of the study and it has literature review to be analyzed what the previous researcher discussed about that is related with UK cultural diplomacy. After that followed by research method, scope and limitations of the study, and definitions of terms.

Chapter II: UK’s Cultural Interest This second chapter will discuss UK’s cultural interest to the world. This chapter will explain UK’s cultural diplomacy and ways to achieve its cultural interest.

Chapter III: Development of Britpop as UK’s Cultural Diplomacy to the World The third chapter will explain the brief history of the development of Britpop and its progress until now. Moreover, this chapter will discuss the effort of UK government, International organization such as the British Council, the artist, musicians, and singers to promote British culture to the world.

Chapter IV: Development of Britpop as UK’s cultural diplomacy towards the US (2012 – 2016)

The fourth chapter will explain the United Kingdom and United States bilateral relations in terms of culture and it will be followed by the development of Britpop in the United States. After th at, it will discuss the role of UK music industry on strengthening its relations with US that enhance UK’s economy.

Chapter V: Conclusion The last chapter will discuss the conclusion of Britpop as a tool of UK’s cultural diplomacy that strengthen its bilateral relations with US that contribute in enhancing UK’s economy.

CHAPTER II THE UNITED KINGDOM’S CULTURAL INTEREST

II. 1 National Interest of The United Kingdom

UK rapid economic development due to the transition of the economic based on the economic system of agriculture turned into manufacturing. The UK, a leading trading power and financial center, is the third largest economy in Europe after Germany and France.41 The use of labor in the United Kingdom who had been using human and animal power change into mechanical power. London as the capital of the UK is the largest financial center in the world42. The impact of the economic development of the UK industry is the emergence of the banking system and financial institutions. In addition, other fast-developing East Asian countries with export-oriented economies include the United Kingdom’s open market among their important outlets. 43 Therefore, the UK is one of the industrialized countries that become the target of investors. Until now, the UK is still ahead in the field of technology, education and culture. There are few economic issues that United Kingdom faced after “Brexit” or British Exit that happened in June 2016. The UK economy appears to have weathered the initial shock of the Brexit vote, although the value of the pound remains near a 30-year low, but opinion is sharply divided over the long-term effects of leaving the EU44.

This becomes one of the reasons people from around the world come and visit the UK. As it is known, the best university in the world was born in the UK.

41 Central Intelligence Agency: The Government of US. (2016, December 12). The World Fact Book. Retrieved 13 December 2016 from Central Intelligence Agency: https://www.cia.gov/library/publications/the-world-factbook/geos/uk.html 42 Tanzi, A. (2016, September 26). London Remains Ahead of New York as Top Global Financial Center. Retrieved from Bloomberg: https://www.bloomberg.com/news/articles/2016-09- 26/london-remains-ahead-of-new-york-as-top-global-financial-center 43 United Kingdom: Economy. Retrieved 18 December 2016 from ENCYLOPAEDIA BRITANNICA: https://www.britannica.com/place/United-Kingdom/Economy 44 Hunt, A., & Wheeler, B. (2016, December 12). Brexit: All you need to know about the UK leaving the EU. Retrieved 18 December 2016 from BBC: http://www.bbc.com/news/uk-politics- 32810887

As it is known, the best university in the world was born in the UK. For instances, University of Oxford, University of Cambridge, London School of Economics and Political Science, and many others. In UK Aid achievement between the year 2010 -2015 for education part, UK has supported 11.0 million children, of whom 5.3 million were girls, in primary and lower secondary education45. Britain has attracted immigrants for centuries and contributed a great deal to the art world. The banking and tourism industries are parts of a larger service sector that powers much of the nation’s economic growth 46. The UK is also at the forefront of science and technology. According to World Economic Forum (WEF), United Kingdom ranked as 5th Best for The Travel & Tourism Competitiveness Index 2015. London is one of the most visited cities in the world. In 2014, the Telegraph UK showed that London is the second most visited city after Hong Kong. The visitors hit 17.38 million (up from 3.6% from 16.78m)47.

The United Kingdom has Foreign and Commonwealth Office (FCO) which has tasks to promote the United Kingdom's interests overseas, supporting UK citizens and businesses around the globe48. These are the responsibilities of FCO49:

 safeguarding the UK’s national security by countering terrorism and weapons proliferation, and working to reduce conflict  building the UK’s prosperity by increasing exports and investment, opening markets, ensuring access to resources, and promoting sustainable global growth  supporting British nationals around the world through modern and efficient consular services

45 HM Treasury & Department for International Development. (2015, November), p10. UK aid: tackling global challenges in the national interest. Retrieved 20 December 2016 from The Government of UK: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/478834/ODA_strate gy_final_web_0905.pdf 46 Best Countries: United Kingdom. Retrieved 18 December 2016 from U.S. News & World Report: http://www.usnews.com/news/best-countries/united-kingdom 47 Ibid. 48 Foreign & Commonwealth Office. Retrieved 18 December 2016 from The Government of UK: https://www.gov.uk/government/organisations/foreign-commonwealth-office/about 49 Ibid.

One of the most important United Kingdom national interests is to increase their national economy. Britain really focuses on the economy, trade and business relationships with several countries in Asia and America. With the language as one of the mainstays that can be used to establish cooperation with these countries. David Cameron said on a journal themed “A Strong Britain in An Age of Uncertainty: The National Security Strategy” that: “The global force of our language; the ingenuity of our people; the intercontinental reach of our time zone, allowing us to trade with Asia in the morning and with the Americas in the evening, means we have huge advantages50.” The government is very concerned on the economic development of the country because it can also help to eradicate poverty. The government made several strategies to reduce poverty in developing countries. For example, ODA (Official Development Assistance) strategy. The strategy aligns the government’s global efforts to defeat poverty, tackle instability, and create prosperity in developing countries51. Between 2010 – 2015, UK aid achieved many achievements regarding economic and prosperity development. In wealth creation, UK provided 68.9 million people, including 35.9 million women, with access to financial services to help them work their way out of poverty52. In Poverty, vulnerability, nutrition and hunger – UK reached 28.5 million children under five and pregnant women through the government’s nutrition-relevant programmes53.

Human rights are one of the values upheld by the United Kingdom to maintain the UK national interest. British people believe that if they uphold human rights then Britain will be a respected nation. The former United Kingdom Prime Minister David Cameron said that “Prosperity is a core part of our national

50 HM Government. (2010, October), p4. A Strong Britain in an Age of Uncertainty: The National Security Strategy. Retrieved 19 December 2016 from The Government of UK: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/61936/national- security-strategy.pdf 51 UK aid: tackling global challenges in the national interest. (2015, November), p13. Retrieved 20 December 2016 from The Government of UK: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/478834/ODA_strate gy_final_web_0905.pdf 52 Ibid., p10 53 Ibid.

24 interest and a strong economy is a vital foundation for national security.”54 The United Kingdom is often referred as the first country to fight for human rights. The first milestone for the triumph of human rights is in Britain. The struggle appears with various state documents that have been successfully compiled and validated. The United Kingdom is also a country that gave birth to the Magna Charta in 1215. Magna Charta regarded as a symbol of the struggle for human rights.

The government of United Kingdom is also concerned with UK national security. The UK is a country that is highly respected because it has a fairly strong armed force. The USA is a superpower country. The UK formed a partnership with the US and both countries have a special relationship. UK strong defence, security and intelligence relationship with the US is exceptionally close and central to United Kingdom national interest 55 . UK security and intelligence agencies play a vital role in protecting the country from threats 56 . National security and the national economy has a dependency to one another. If a country has strong economy, the national security will also be strengthened and vice versa. With the state of the world is rapidly changing, UK government must be responsive to address international issues that threaten UK national security. Therefore, the UK formed The National Security Council (NSC) to maintain the stability and security of the country and keep the country from external threats.

II. 1. 1. National Interest of The United Kingdom in Culture

The United Kingdom is a country that has a lot of cultural richness. The form of government is under parliamentary monarchy system and constitutional monarchy. Britain is one of the largest countries located on the European continent. By donating prestige in history as the oldest cultures in Europe, it made Britain as the country with the literature of science and culture. Britain has a

54 Ibid., p12 55 Ibid., p23 56 Ibid.

25 creative industry that produces a variety of beauty for the English culture. Britain is the most powerful country in the world in terms of soft power especially in cultural influences57. Therefore, the British government pays close attention to cultural resources that become a crucial element in the soft power of the UK. In September 2015, Matt Hancock as Minister for Digital and Creative Industries said58:

“Advertising, architecture, TV, film, radio, photography, design, dance, drawing, games, museums and our world beating galleries. Their full value cannot be always quantified by the Office for National Statistics but we value them for what they are. And we have shown, time and again, we are prepared to invest.

In practical terms, what this means is: I will fight to ensure that the creative and digital industries are at the heart of this Government’s industrial strategy, with a tax, regulatory and public investment framework that supports you to grow.”

Creative industries support actor, artist, and musicians on their individual talents. Creative industries become very important sector for the UK as this sector plays an important role in the income of the national economy. Creative industries in the UK continues to grow from year to year. A strong culture and language used throughout the world as an international language is one that is built on the success of the English talents are superb and varied. Therefore, the UK government continues to strive to promote the cultural diversity of the UK around the world. By promoting the UK through our cultural exports, we will enhance our global reputation and soft power59.

57 Chalcraft, E. (2012, November 19). UK overtakes US as nation with strongest cultural influence. Retrieved from Dezeen: https://www.dezeen.com/2012/11/19/britain-most-powerful-nation-in- soft-power-survey/ 58 Department for Culture Media Sport. (2016, March). The Culture White Paper. Retrieved 21 December 2016 from The Government of UK: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/510798/DCMS_Th e_Culture_White_Paper__3_.pdf 59 Department for Culture Media Sport. (2016, March), p45. The Culture White Paper. Retrieved 22 December 2016 from The Government of UK:

To promote a culture of UK, Britain has an international organization called the British Council. The British Council collaborates with the UK government to develop culture and education both inside and outside the country. The British Council works in more than 100 countries, sharing knowledge and building friendships through culture and education60. The British Government work with the British Council and the cultural sectors to support cultural cooperation with all countries, champion the artist’s right to roam and help make sure that culture continues to transcend political and geographical boundaries61

One of the English cultures that are instrumental in increasing the UK national interest is British Pop as part of UK's music industry. In support of the music industry, the government provides funding for independent music companies. The funding will provide support to develop their businesses, artists and projects in international markets such as the USA, Asia and Europe62. Francis Maude, the Former UK Trade and Investment Minister said The Music Export Growth Scheme has helped a new generation of British musical talent gain international recognition and boost the sales of UK music abroad; creating jobs and growth for the UK economy63. UK government is very concerned to expand its culture to the world. Therefore, the establishment of the British Council in 1934 as an institution helps to introduce, promote and develop the culture of Britain around the world.

Cultural diplomacy is a way of the government by using cultural resources such as arts, education, music and many other instruments related to culture. The Demos Pamphlet Cultural Diplomacy cited many examples of cultural relations helping diplomatic efforts, whether by providing a forum for unofficial political relationship building, keeping doors open in difficult times or helping to https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/510798/DCMS_Th e_Culture_White_Paper__3_.pdf 60 Ibid., p45 61 Ibid., p47 62 UK Trade & Investment and The Rt Hon Lord Maude of Horsham. (2015, October 17). Music exports hit a note with UK government as more labels and songwriters receive funding boost. Retrieved 22 December 2016 from The Government of UK: https://www.gov.uk/government/news/music-exports-hit-a-note-with-uk-government-as-more- labels-and-songwriters-receive-funding-boost 63 Ibid.

27 renegotiate political relationships in changing times64. Cultural diplomacy plays an important role in building cultural relations, for example in the field of tourism and trade. Maintaining and increasing levels of trust is vital for the UK’s long- term future; ‘when people of different countries trust each other more, they trade and invest in each other more’65. With the creative industries, the UK owned, this makes the UK has a good image as a qualified and creative country in the field of culture and arts industry. The UK continue to strive to develop a culture as one of the assets to achieve cultural interest which helps boost the national economy and very important in achieving national interest.

II. 2. The Overview of The United Kingdom Cultural Diplomacy as a Tool to Promote United Kingdom Cultural Interest

The United Kingdom has creative human resources recognized worldwide. This is an advantage for the UK government in developing the UK cultural diplomacy. The UK boasts a strong tradition of international cultural exchange through the British Council’s presence around the globe, and also via the dense global networks of our national cultural institutions and diaspora communities66. In today's digital era, it is very important for a country to dominate the technology and information. In the field of culture, who controls the information technology will be easy to introduce and disseminate information about the culture within his country to another country. In October 21st, 2013, Mr. Roberto Jaguaribe as Brand Ambassador of Brazil to the United Kingdom said that:

64 John Holden, Associate, Demos, and Visiting Professor, City University, London, assisted by Chris Tryhorn, Associate, Demos. INFLUENCE AND ATTRACTION Culture and the race for soft power in the 21st century, p33. Retrieved 22 December 2016 from British Council: https://www.britishcouncil.org/sites/default/files/influence-and-attraction-report.pdf 65 Knack, S and Keefer, P (1997) ‘Does Social Capital Have an Economic Payoff? A Cross- Country Investigation’ The Quarterly Journal of Economics 112:4 pp.1251–1288, Dekker, P, Ederveen, S, de Groot, H, Van der Horst, A, Lejour, A, Straathof, B, Vinken, H and Wennekers, C (2007) ‘Diverse Europe – Public opinion on the European Union & cultural diversity, economics and policy’ European Outlook 4. The Netherlands Bureau for Economic Policy Analysis and the Social and Cultural Planning Office 66 Bound, K., Briggs, R., Holden, J., & Jones, S. (2007), p13. Cultural Diplomacy: Culture is a central component of international relations. It's time to unlock its full potential. Retrieved 23 December 2016 from Demos: https://www.demos.co.uk/files/Cultural_diplomacy_-_web.pdf

“Ultimately one of the essences of soft power is generating information. The UK is an enormous generator of information that is consumed worldwide. Of course, one must not confuse data with information. The UK is a big absorber and processor of data and a generator of information. Information, even when it does not try to, always has an ideological component. This is spread and consumed throughout the world. The UK has an enormous amount of soft power in many dimensions, but this is a fundamental one. Of course, this is derived from another point which I have not referred to but which is fundamental: the English language, which is the global language of communications today. Therefore, the UK has a privileged position67.”

Culture and politics have been related since 1930. France and Germany focused on “cultural expansion” with cultural relations program before World War I68. Soon other nations followed the trend, Great Britain established the British Council for Relations with other countries in 1934 and the United States created the Interdepartmental Committee on Cooperation with the Other American Republics in 1938 and set up the Division of Cultural Relations in the Department of State in order to meet the need for “national interpretation.”69 India established Indian Culture for cultural relations and promoting Indian culture around the world.

With the British Council that helps to promote the English culture to the world may increase the soft power of UK in the eyes of the world. The UK as a country with a good quality of education and culture became the target of the world and students who desire to continue their studies in the UK. The British Council makes a major contribution to the UK’s soft power

67 HOUSE OF LORDS. SOFT POWER AND THE UK’S INFLUENCE COMMITTEE Oral and written evidence –Volume 1 (A-G), p22. Retrieved 23 December 2016 from UK Parliament: http://www.parliament.uk/documents/lords-committees/soft-power-uk-influence/soft-power-ev- vol1-a-g.pdf 68 Kim, H. (2011, December), p6. Cultural Diplomacy as the Means of Soft Power in an Information Age. Retrieved 23 December from Institute for Cultural Diplomacy: http://www.culturaldiplomacy.org/pdf/case- studies/Hwajung_Kim_Cultural_Diplomacy_as_the_Means_of_Soft_Power_in_the_Information_ Age.pdf 69 Ibid.

29 by creating international opportunities in education, the arts and society, thereby building trust between people around the world70. British Council also organizes various cultural events and has branch offices worldwide. The United Kingdom is a country that has the highest ranking of soft power compared to other countries.

70 The British Council. Contribution to UK soft power. Retrieved 23 December from British Council: https://www.britishcouncil.org/organisation/facts/what-the-british-council- does/contribution-uk-soft-power

Figure 2.1

Source: World Economic Forum (2015)

The UK leads the world in ‘soft power’, according to a Portland Communications ranking, which assesses nations on six measures of reputation and influence — Government, Culture, Education, Global Engagement, Enterprise, and Digital — using data from Facebook on governments’ online impact, and from ComRes (Market Research

Company), which ran opinion polls on international perceptions of countries71.

In 2016, the first rank of soft power was occupied by the United States. The United Kingdom does have a good education and culture but the USA also has a lot of the best universities in the world such as Harvard University, Columbia University and other top universities in the world placed in the United States. It also has cultural assets such as Hollywood, which influences opinions about the country of billions of people who have never been there72.

This does not mean UK's soft power has decreased, but it can be said that the US having an increase in pursuing soft power world ranks. The United Kingdom remains stable and the country continues to strive to maintain its soft power in protecting its cultural assets and achieving the national interest. Major global organizations that contribute to development, disaster relief, and human rights reforms like Oxfam, Save the Children and Amnesty International are key components of Britain’s soft power prowess73.

To achieve cultural diplomacy British Council held a cultural event around the world. For example, UK held an event called UK / ID Festival 2016. In this festival, various pickles held in the framework of cooperation, which are Sonic Performance, Outdoor Film Screening, Dance, Music, and Forum & Fashion Show. Jakarta Fashion Week 2016 had become the attention of young generation in Jakarta. Not only in Jakarta even throughout Indonesia. In this era, the young generation is very critical and enthusiast about lifestyle and high fashion sense. Therefore, they must have been updated with the latest fashion trends. By the collaboration with UK,

71 Which countries come top for ‘soft power’? (2015, July 17). Retrieved 23 December 2016 from World Economic Forum: https://www.weforum.org/agenda/2015/07/which-countries-come-top- for-soft-power/ 72 Gray, A. (2016, August 26). These countries lead the world in 'soft power'. Retrieved 23 December 2016 from World Economic Forum: https://www.weforum.org/agenda/2016/08/britain- used-to-be-the-world-s-top-soft-power-but-its-been-overtaken acc dec 23 73 Ibid.

Indonesia will recognize the culture of UK. Jakarta Fashion Week hosted UK fashion designers in collaboration with Indonesian artists, Billie Jacobina x Lekat and Rosella May x SOE74.

Cultural diplomacy has an important role in international relations. Many cultural exchanges are now very fast moving and capable of profound effect, both laterally and upwardly, to the extent that cultural diplomacy now directly affects and may even direct the more traditional forms of public diplomacy75. With the existence of the British Council in handling the English culture, it means the government is concerned about cultural diplomacy as an important aspect in achieving cultural interest. The UK’s independent model is admired the world over, and this value should remain at the heart of British approaches to cultural diplomacy76.

United Kingdom has many cultural assets, creative industries, and cultural institutions that will support British Cultural Diplomacy. Music Industry is a crucial part in supporting UK economy. International artist such as Adelle, One Direction, Sam Smith, Ed Sheeran and Coldplay that currently make a world tour concert in Asia, Europe and USA. The tickets are sold out everywhere. It means that Britpop as UK music is still at the heart of many people. Besides that, UK education is also a major attractiveness for the world because the top universities in the world is placed in United Kingdom. People will come and continue their study in UK. British Fashion is well known by the fashion enthusiasts all around the world even someone who is not a fashion enthusiast is familiar about British luxurious brands. We know that British designers has produced luxurious brand that got recognition by the world such as Burberry, Alexander McQueen, Stella McCartney and Paul Smith is no doubt anymore. Sport, art, and dance are some parts of UK cultural diplomacy. Popular culture offers a

74 UK/ID Festival 2016. Retrieved 23 December 2016 from British Council: https://www.britishcouncil.id/en/uk-indonesia-2016-18/about/festival 75 Bound, K., Briggs, R., Holden, J., & Jones, S. (2007). Cultural Diplomacy: Culture is a central component of international relations. It's time to unlock its full potential. Retrieved 23 December 2016 from Demos: https://www.demos.co.uk/files/Cultural_diplomacy_-_web.pdf 76 Ibid., p64

33 starting point that increases cultural visibility and sometimes can help to open doors. That helps to explain why David Beckham was very important to London’s bid for the 2012 Olympic Games77. Last but not least important, The British Council and the BBC World Service, both part-funded by the Foreign Office, are the two most important institutions of British cultural diplomacy78.

UK cultural diplomacy has many aspects, institution and cultural assets that can help UK in achieving its cultural interests such as:

 British Council British Council was founded by FCO (Foreign Commonwealth Office) in 1934. It works in over 100 countries to promote United Kingdom culture and education all over the world. British Council has many cultural events that has been established to build relations with other countries through exchange programmes, cultural relations and cultural events.

 Foreign Commonwealth Office (FCO) The FCO promotes the United Kingdom's interests overseas, supporting British citizens and businesses around the globe79. The FCO has priorities to protect the people, project the UK global influence and prosperity. The Foreign & Commonwealth Office (FCO) has a worldwide network of embassies and consulates, employing over 14,000 people in nearly 270 diplomatic offices80.

77 Bound, K., Briggs, R., Holden, J., & Jones, S. (2007). Cultural Diplomacy: Culture is a central component of international relations. It's time to unlock its full potential. Retrieved 23 December 2016 from Demos: https://www.demos.co.uk/files/Cultural_diplomacy_-_web.pdf 78 Analysis, Cultural Diplomacy. Retrieved 23 December 2016 from BBC Radio 4: http://www.bbc.co.uk/programmes/b0167zl3 79 Foreign & Commonwealth Office. Retrieved from The Government of UK: https://www.gov.uk/government/organisations/foreign-commonwealth-office/about 80 Ibid.

 BBC (British Broadcasting Company) World Service BBC is United Kingdom’s largest international cultural organization funded by the Foreign Office is well-known and respected abroad, domestic awareness of their activities is low with very little academic research into the cultural value they channel and produce81. BBC is a medium of political diplomacy of United Kingdom. It is one of the most important institution of British Cultural Diplomacy82 because the role of the media is very significant in constructing the mindset of the international community.

 Sport and London’s Olympic Games The Olympics offer an exciting and rare opportunity to showcase the UK’s cultural credentials in front of both foreign visitors and a global television audience of billions83. Culture, and an appeal to London’s diversity, formed an important part of the UK’s Olympic bid, and it is vital that the DCMS (Department for Culture, Media and Sport) and the London Organising Committee of the Olympic Games’ (LOCOG’s) plans for the Cultural Olympiad are joined up with efforts by the FCO’s Public Diplomacy Board84.

 United Kingdom Creative Industries Minister for Culture Ed Vaizey said85: “The creative industries are one of the UK’s greatest success stories, with British musicians, artists, fashion brands and films immediately

81 Cultural Value at the British Council and BBC World Service. Retrieved 23 December 2016 from The Open University: http://www.open.ac.uk/researchprojects/diasporas/cvp 82 Analysis, Cultural Diplomacy. Retrieved 23 December 2016 from BBC Radio 4: http://www.bbc.co.uk/programmes/b0167zl3 83 Bound, K., Briggs, R., Holden, J., & Jones, S. (2007). Cultural Diplomacy: Culture is a central component of international relations. It's time to unlock its full potential. Retrieved 23 December 2016 from Demos: https://www.demos.co.uk/files/Cultural_diplomacy_-_web.pdf 84 Ibid. 85 Department for Culture, Media & Sport and Ed Vaizey MP. (2016, January 26). Creative industries worth almost £10 million an hour to economy. Retrieved 23 December 2016 from The Government of UK: https://www.gov.uk/government/news/creative-industries-worth-almost-10- million-an-hour-to-economy

recognisable in nations across the globe. Growing at almost twice the rate of the wider economy and worth a staggering £84 billion a year, our Creative Industries are well and truly thriving and we are determined to ensure its continued growth and success.”

 Education and Scholarship There are scholarships and financial support available to outstanding graduates and young professionals to pursue study in the United Kingdom and elsewhere86. The scholarship is also useful for students who continue their education in UK may interest to the culture and eager to learn English. This helps the British government to introduce English culture to other countries. For instance, The British Chevening Awards or usually called Chevening Scholarship is a scholarship from the British Government funded by Foreign and Commonwealth Office for students that have a good leadership to study in United Kingdom reputable universities.

 UK Music Industry The government is working closely with UK music and creative industries. British music companies behind some of the UK’s most hotly-tipped artists are to receive government funding to support the promotion of the nation’s music around the world87. Music is the fastest growing sector in the UK creative industries. The contribution is made by this sector has contributed a lot to increase the economy of the country. According to latest available figures, the music industry contributed £3.8 billion to the UK economy in

86 Scholarships and financial support. Retrieved 24 December 2016 from British Council: https://www.britishcouncil.sg/study-uk/scholarships-funding 87 UK Trade & Investment and The Rt Hon Lord Maude of Horsham. (2015, October 17). Music exports hit a note with UK government as more labels and songwriters receive funding boost. Retrieved 24 December 2016 from The Government of UK: https://www.gov.uk/government/news/music-exports-hit-a-note-with-uk-government-as-more- labels-and-songwriters-receive-funding-boost

2013 with record companies accounting for more than one-sixth of this88.

 Travel and Tourism According to forbes magazine, London has become one of the most visited cities in the world and the best destination for tourist from around the world because of its arts, culture and fashion 89 . Its historic building and the British Empire become one of the attractiveness of this country to gain many tourist to visit this country.

Arts, culture, music, dance, and education are the assets of every state to strengthen cultural diplomatic for its own nation. A film can also be an advantage for a country. For instance, The Harry Potter movies that bring benefits to the UK. The location of the shooting film has become a tourist destination that travellers want to visit in England. Harry Potter has attracted many tourists to the UK such as Warner Bros Studios, Leavesden, Wizarding World of Harry Potter at Universal Studios, Edinburgh. Various methods are used by the British government to introduce and promote their culture to the outside of the country. Both the government as state actors and artists, musicians, producers and another broadcasting industries as non- state actors play an important role in British cultural diplomacy. Various events are also carried British government to establish bilateral relations between countries, cultural exchange in an event that has been done can also build bilateral relations between the two countries. For example, as already mentioned above, the British Council as a UK’s institutional organization held a festival in Indonesia. In the event noted that the talented designer

88 UK Trade & Investment and The Rt Hon Lord Maude of Horsham. (2015, October 17). Music exports hit a note with UK government as more labels and songwriters receive funding boost. Retrieved 24 December 2016 from The Government of UK: https://www.gov.uk/government/news/music-exports-hit-a-note-with-uk-government-as-more- labels-and-songwriters-receive-funding-boost 89 Ibid. 37 from the UK in collaboration with designers of Indonesia in the event of Jakarta Fashion Week 2016. In 1785, United Kingdom of Great Britain and Northern Ireland and United States of America established bilateral relations. The United Kingdom is one of the largest markets for U.S. export goods and one of the largest suppliers of U.S. imports90. Relations were strengthened by the United Kingdom's alliance with the United States during both World Wars, in the Korean conflict, in the Persian Gulf War, in Operation Iraqi Freedom, and in Afghanistan, as well as through its role as a founding member of the North Atlantic Treaty Organization (NATO)91. This proves that the departure of the UK from the European Union (as it is called "Brexit / Britain Exit" does not have a significant influence for the US to keep cooperating with the UK. John Kirby as State Department spokesperson said John Kerry as US Secretary of State had spoken with British foreign secretary Philip Hammond that:

“Nothing’s going to change about the deep and abiding relationship we have with the UK, which is a special relationship. We’re going to continue to work hard with the UK and the EU as they work through what this decision means across an array of specific issues. We absolutely, fully respect the will of the British people here.”

UK music still acceptable in US society. Even with the band and solo artists like Adele, Sam Smith, Coldplay, Ed Sheeran and One Direction are able to boost the British economy given album sales in the US. US society admires UK artists and musicians. They have many fan bases in social media. Many awards Adele received in the event like American Music Awards signifies music as one of the English cultures still in the heart of American people. Not only in America, British music especially Britpop, is now recognized worldwide. The global recognition and success of artists

90 U.S. Relations with United Kingdom. (2016, July 20). Retrieved 24 December 2016 from U.S. Department of State: https://www.state.gov/r/pa/ei/bgn/3846.htm 91 Ibid.

38 like Sam Smith and Ed Sheeran helped recorded music exports rise 17% as British artists once-again dominated the global charts92.

British Council focuses on young people between the ages of 18 - 35 years to instil them with English culture. Culture, particularly music and movies, is a great way of reaching this group. Therefore, the government supports cultural events through films, movies, theatres and music to promote this sector in achieving cultural interest and also increase the UK's soft power.

92 Measuring Music 2015. Retrieved 24 December 2016 from UK Music: http://www.ukmusic.org/research/measuring-music-2015/ 39

CHAPTER III DEVELOPMENT OF BRITPOP AS THE UNITED KINGDOM CULTURAL DIPLOMACY TO THE WORLD

III.1 Development of British Popular Music in the World

United Kingdom is known as a producer of a successful pop music culture who have successfully adapted its kind of pop music to various parts of the world. The influence exerted not only limited to the effect of music alone, but also affecting the fashion appeal and even a way of life for most listeners. The history of British pop music began in the 1960s could not be separated from the emergence of the world phenomenal band, which was The Beatles. The emergence of Elvis Presley from the United States and The Beatles from the United Kingdom in the world of music entertainment inspired the birth of experimental forms of music. The huge successes of British popular music in America that has been brought by British musician was referred to as the British Invasion93. British music experienced various stages from the emergence of the successful British bands in the early of 1960s, to the disappearance of British music from the world in the end of 1996 until this day it begins again with the modern British music which is favored young generation.

This chapter will discuss the brief history of British Popular music in the World from the early beginning, but will mainly discuss the development of Britpop until the golden age of Britpop in 2000 era. Efforts by the government, Private Sector and NGO in supporting Britpop as United Kingdom cultural diplomacy. After that, this chapter will further discuss about the Support for Britpop to the world by the government institution which is Department for Culture, Media and Sport, Department for International Trade, international

93 Rock & Roll and its Affect on Pop Culture. Retrieved 26 December 2016 from University of Florida: Interactive Media Lab: http://iml.jou.ufl.edu/projects/Fall08/StewartA/influence.html

40 organization which is The British Council, private sector and NGO which has very important roles in the success of Britpop in the world.

III.1.1 Brief History of British Popular Music in 2000s

The growth of British pop began to be identified since 1950s which was enlivened by traditional pop music. Britpop is a subgenre of alternative rock that originated from the United Kingdom. Alternative rock of the 1980s and early 1990s indie scenes were the direct origin of the Britpop movement. The Beatles also had paved the way for British pop music for the invasion of the music to the world in 1960. The Beatles first made up of John Lennon, Paul McCartney, George Harrison, Stuart Sutcliffe, and Peter Best. In late 1962, the Beatles gained success in the United Kingdom with their first single "Love Me Do". Throughout the following year, they toured internationally until 1966 and concentrated recording the album until finally disbanding in 1970. Post-Beatles solo career of each personnel was quite successful until Lennon was killed in New York City in 1980, and Harrison died of cancer in 2001.

The popularity of The Beatles attracted the unexpected attention of British Music and several other UK singers debut respectively in America and achieved success, so in the next three years which is in 1963, the British music influence termed the "British Invasion”. Apart from the influence of music, the first British Invasion influenced the development of fashion and the lifestyle of young generation in America, even in the world. At that time, the media illustrated that United Kingdom is the center of music and fashion. Apart from the influences, what really characterized these new bands was a sharpness in the songwriting, and the use of strong hooks and choruses to make each piece memorable94.

Britpop passion also entered a period of decline in the end of 1996. Many people judged Britpop musicians lost their spirit due to the overrated hysteria

94 Nickson, C. (2015, February 11). The History of Britpop. Retrieved 26 December 2016 from Ministry of Rock: http://www.ministryofrock.co.uk/britpop.html

41 towards Britpop. Music technical changes since the beginning of the favorite 20th-century classical music began to bring a new era of electronic music and leave the Britpop because Britpop was assessed to be outdated. Nevertheless, Britpop continued to be phenomenal in the development of music in the United Kingdom as part of the culture of British music history and continued to influence the development of British pop music today. In conducting cultural diplomacy as part of soft power, a country cannot be separated from the nation branding which is also associated with popular culture. Britpop also began to enter the political sphere. For instance, the ‘Cool Britannia’ campaign associated with UK Prime Minister Tony Blair in the 1990s invoked 1960s popular culture, including Britpop and 1960s fashion, to signify Britain’s, and specifically London’s, centrality to modern global culture in order, among other things, to increase inward economic investment (Weldes and Rowley 2015: 14; van Ham 2001)95. In 1996, Blair made a speech in which he celebrated the return of UK popular music to its rightful place ‘at the top of the world’ (Harris 2003)96

In the beginning of 2000, British music started a period of decline. A report recent showed that British music had gone from commanding 36% of the US charts to a low of just 2%97. This matter happened because British singers and musicians experienced difficulties in their album sales and lack of interference from the government in support of British music to the international sphere, especially for album sales in the US. she found very little support in the UK when she tried to make her album. For instance, Sophie Agapios. She said that she

95 Weldes, Jutta and Christina Rowley. (2015) So, How Does Popular Culture Relate to World Politics? In Popular Culture and World Politics: Theories, Methods, Pedagogies, eds., Federica Caso and Caitlin Hamilton, 11-33, e-IR webbook http://www.e-ir.info/wp- content/uploads/2015/04/Pop-Culture-and-World-Politics-E-IR.pdf; quoted from Rowley, C., & Weldes, J. FROM SOFT POWER AND POPULAR CULTURE TO POPULAR CULTURE AND WORLD POLITICS. Retrieved 26 December 2016 from University of Bristol: http://www.bristol.ac.uk/media- library/sites/spais/documents/Working%20Paper%2003_16_CR_JW.pdf 96 Harris, J. 2003: The Last Party: Britpop, Blair and the Demise of English Rock. London: Harper Perennial; quoted from Wheeler, M. (2013), p74. Celebrity Politics: Image and Identity in Contemporary Political Communications. Retrieved 26 December 2016 from London Metropolitan University: http://eprints.londonmet.ac.uk/660/2/WHEELER%201stproof.pdf 97 Zomorodi, M. (2002, July 12). US crisis talks over 'Britflop' music. Retrieved 27 December 2016 from BBC News: http://news.bbc.co.uk/2/hi/entertainment/2124359.stm

42 eventually recorded her song in Los Angeles where she found more support for fledgling musicians98. Problems occurred at this time because the British music had not produced the music that was favored in the heart of many people but they preferred American music.

Between the years 2005 - 2008, British music made significant progress by some UK's song that began to enter the charts in the US. For example, Coldplay with their song themed Viva La Vida. Coldplay's hugely anticipated album "Viva La Vida Or Death and All His Friends" has easily secured the No. 1 slot on the Official U.K. Albums Chart, selling 302,000 units in just three-days at retail99. Viva La Vida topped the first in the Billboard chart on 28 June 2008. Worldwide sales for the album had approached six million by November, when Coldplay released several new recordings100. After surfacing in 2000 with the breakthrough single "Yellow," Coldplay quickly became one of the biggest bands of the new millennium, honing a mix of introspective Brit-pop and anthemic rock that landed the British quartet a near-permanent residence on record charts worldwide101. In the same year, British singer Leona Lewis succeeded with the album entitled “Spirit” achieved number one on the US billboard chart. This is a major advancement for UK music. With her single “Bleeding Love”, the song has sold 1.1 million copies since U.S. downloads became available in late December 2007, according to Nielsen SoundScan102. British import Leona Lewis' "Spirit" bows atop The Billboard 200 this week, making her the first U.K. solo artist to start at No. 1 with their debut effort103.

98 Zomorodi, M. (2002, July 12). US crisis talks over 'Britflop' music. Retrieved from BBC News: http://news.bbc.co.uk/2/hi/entertainment/2124359.stm 99 Brandle, L. (2008, June 2008). Coldplay's "Viva La Vida" Sells Platinum In 3 Days. Retrieved 27 December 2016 from Billboard: http://www.billboard.com/biz/articles/news/global/1307259/coldplays-viva-la-vida-sells-platinum- in-3-days 100 Leahey, A. Coldplay. Retrieved 27 December 2016 2016 from ALLMUSIC: http://www.allmusic.com/artist/coldplay-mn0000775877/biography 101 Ibid. 102 Hasty, K. (2008, April 16). Leona Lewis Makes Big Splash Atop Billboard 200. Retrieved 27 December 2016 from Billboard: http://www.billboard.com/articles/news/1045852/leona-lewis- makes-big-splash-atop-billboard-200 103 Ibid.

The progress of British music also cannot be separated from talent show who was looking for talented local singer like The X Factor. The X Factor also gave birth to a boy band which is One Direction as the famous origin UK that is recognized worldwide. At this time, the British music continued to produce talented musicians and singers. The emergence of One Direction as British boy band in 2010 helped the music of United Kingdom to be able to compete with other world singers. The existence of an international diva such as Adele, and other top world singers such as Ed Sheeran, Sam Smith and One Direction made British music upturned with the result of their album sales sold through the whole world that also become a source of income for UK national economy. Naturally, music tourism has become a super profitable business, harmoniously integrated into the national economy104.

III.1.2 Britpop as United Kingdom’s Cultural Diplomacy

With the success of Britpop that is accepted around the world make Britain as one of the world's largest music export. Throughout its history, the United Kingdom has been a major exporter and source of musical innovation, drawing its cultural basis from the history of the United Kingdom, from church music 105. Britpop is a brilliant innovation to invade UK music to the world like had ever happened which was British Invasion. As well as helping to Europeanize American culture, the Beatles and successor acts in the so-called British invasion played a crucial role in conveying US influences to continental Europe106. Britain has influenced popular music disproportionately to its size, due to its linguistic and cultural links with many countries, particularly the United States and many of its former colonies like Australia, South Africa, and Canada, and its capacity for

104 How Britain Makes Money On Music. Retrieved 27 December 2016 from Culture & Creativity EU-Eastern Partnership Programme: https://www.culturepartnership.eu/en/article/kak-britaniya- zarabativaet-na-muzike 105 British Music. Retrieved from Revolvy: https://www.revolvy.com/main/index.php?s=British%20Music&item_type=topic 106 Stephan, A. (2006). The Americanization of Europe: Culture, Diplomacy, and Anti- Americanism after 1945. New York: Berghahn Books.

44 invention, innovation and fusion, which has led to the development of, or participation in, many of the major trends in popular music107.

Great Britain is a global frontrunner in almost every genre of music108. Britpop as a part of the UK music industry also contributed significantly to the economic improvement that Britain produced. Work opportunities, album sales by British singers and musicians to the whole world is a great achievement. UK is the largest music exporter in the world after United States. A report last month warned that Britain's status as one of the world's biggest exporters of new music must be protected once the UK has left the EU109. The government conducts a variety of ways to support the singers and talented musicians to continue to advance the UK music globally. In 2015, five of the ten-best-selling album in the world come from the United Kingdom. The global success of artists such as Adele, Coldplay and Ed Sheeran helped music exports rise by almost 10% in 2015, while contributing £4.1bn to the UK economy110, it plays a key role in showcasing the best of British talent across the world111.

Britain has an institution that specialized in music industry which is British Phonographic Industry (BPI). BPI represents the UK’s recorded music industry, which is one of the most exciting and thriving music sectors in the world112. Delivered through the Exporting is GREAT campaign and operated through the BPI, small and medium sized music companies will be eligible for

107 P. Childs, M. Storry, Encyclopedia of contemporary British culture (London: Taylor & Francis, 1999), p. 412. Quoted from https://www.revolvy.com/main/index.php?s=British%20Music&item_type=topic 108 Dipple, J. (2016, October 17). UK Music: a global leader. Retrieved 27 December 2016 from Foreign & Commonwealth Office: http://blogs.fco.gov.uk/guestpost/2016/10/17/uk-music-a- global-leader/ 109 UK artists and independent record labels offered new music export grants. (2016, October 8). Retrieved 27 December 2016 from BBC: http://www.bbc.co.uk/newsbeat/article/37595439/uk- artists-and-independent-record-labels-offered-new-music-export-grants 110 Ibid. 111 Department for International Trade. (2016, October 8). Government to help UK musicians expand global audience through music exports. Retrieved 27 December 2016 from Government of UK: https://www.gov.uk/government/news/government-to-help-uk-musicians-expand-global- audience-through-music-export 112 About The BPI. Retrieved 27 December 2016 from British Phonographic Industry: https://www.bpi.co.uk/about-bpi.aspx

45 grants ranging from £5,000 to £50,000 to help promote British artists around the world, giving them the opportunity to go global with their talents113.

Cooperation and efforts made by the government with international music institution that handles UK music industry such as the BPI (British Phonographic Industry) are professional in promoting British Music to enter the international sphere. Support from the government is needed to all talented musicians and singers in advancing British music. International Trade Minister Mark Garnier said that, “British music is part of the very fabric of our nation and heritage114.” By this time, it can be seen that music is a valuable asset for the UK. The British government continues to develop Britpop as part of the UK Music Industry as a tool in implementing cultural diplomacy with other countries. Chief executive of the BPI Geoff Taylor said: "The strength of Britain's music and creative industries are a strategic asset for this country and can act as a powerful international calling card in a world in which new international trading relationships need to be forged115." Not only enhance the national economy but also serves as a tool of cultural diplomacy to introduce the culture of the UK that is creative and produce a good quality of art.

III.2 British Council as The Organization Responsible for Britain’s Cultural Diplomacy

British Council is an international organization established by the Foreign and Commonwealth Office in 1934. The British Council representing the British government to introduce English culture to the world. British council is responsible not only in the field of culture but also provide educational

113 Department for International Trade. (2016, October 8). Government to help UK musicians expand global audience through music exports. Retrieved 27 December 2016 from Government of UK: https://www.gov.uk/government/news/government-to-help-uk-musicians-expand-global- audience-through-music-export 114 Ibid. 115 UK artists and independent record labels offered new music export grants. (2016, October 8). Retrieved from BBC: http://www.bbc.co.uk/newsbeat/article/37595439/uk-artists-and- independent-record-labels-offered-new-music-export-grants

46 opportunities that are open to the entire country. British Council is an independent organization but still under the supervision of British government.

The British Council is a significant national asset, that there is a continuing need for a strong UK cultural diplomacy operation and that this should remain under the British Council name116. British Council is established to assist the British government in promoting their culture to the whole world. Build relationships and connections are very important for the UK to improve bilateral relations with other countries in the world.

According to Portland Communications 2015, The United Kingdom is a country that ranks as the highest soft power after the United States of America. British culture that is very interesting for the international community could benefit the UK to attract more tourists to visit this country. One strength of Britain is its language. English is the international language, because of that the British Council was also established to help people from around the world to learn the English language and know the culture of UK. The UK’s language, arts, education system and civil society strengthen the UK’s reputation across the world as an open, vibrant country, with a thriving cultural scene and a world-class education sector 117 . In implementing cultural diplomacy, the government also held a campaign as a funding to support cultural events that are organized in cooperation with the British Council, one of which is the GREAT Campaign. Great Britain campaign is a campaign made by the government together with the British Council as a partner that aims to promote the United Kingdom as an attractive country to visit, a place to learn, and establish cooperation with business partners.

The GREAT Campaign is one of the government ways in carrying out cultural diplomacy. Because it also aims to promote British culture to the world. United Kingdom Creative Industry stated that The GREAT Campaign is an

116 Foreign & Commonwealth Office. (2014, July 22). Triennial Review of the British Council. Retrieved 27 December 2016 from Government of UK: https://www.gov.uk/government/uploads/system/uploads/attachment_data/file/335494/140722_PD F_of_British_Council_Triennial_Review 117 Contribution to UK soft power. Retrieved 28 December 2016 from British Council: https://www.britishcouncil.org/organisation/facts/what-the-british-council-does/contribution-uk- soft-power

47 innovation and cultural assets to strengthen the UK's international competitive position118. This campaign will be discussed further in the government support to Britpop as UK cultural diplomacy.

III.2.1 British Council: Its Activities

British council has so many events to develop and promote English culture around the world. British Council contribute to the development of a global academic community by providing platforms to discuss higher education globally and promoting innovative research119. British Council has several objectives and activities, namely English, Education and Society, and Arts. For English, British council provides several official English language tests are spread over several countries and can be followed by everyone. British council also provides qualified teachers in teaching English so that people can use English properly. For part of education and society, British council appealed for young people to develop opportunities in studying in the UK. British council also continue to strive to improve the quality of education in cooperation with schools so that people can more easily receive opportunities to obtain English education with the best quality. By providing English language test that is conducted by British council, it is expected to help the younger generation to continue the international education that is recognized worldwide.

In the field of arts, British Council collaborates with the UK artist. British Council assists and supports talented British artist and other talent to advance the art of UK. The organization helps the creative industry in developing the art of UK throughout the world. Therefore, the UK culture can be accepted internationally and increase mutual understanding which means a wide variety of

118 UK To The World. Retrieved 28 December 2016 from The Creative Industries: http://www.thecreativeindustries.co.uk/industries/arts-culture/arts-culture-facts-and-figures/the- economic-contribution-of-the-arts 119 Policy and strategy. Retrieved 28 December 2016 from British Council: https://www.britishcouncil.org/education/ihe/what-we-do/policy-strategy

48 cultural differences can be put together by bringing the ideas and concepts in the field of art.

III.2.2 British Council in United States

In general, British Council in the US also have the same tasks and goals in promoting British culture in the US. In the field of education, British Council aims to connect the UK and US school sectors to enrich education, promote global citizenship, to foster dialogue and international partnerships between higher education institutions and organizations, and help students who want to study abroad120. UK and the US also have cooperation in the field of education by strengthening international research through Global Innovation Initiative (GII).

The Global Innovation Initiative is a joint effort of the United States and the United Kingdom to strengthen global multilateral collaboration through grants to university consortia focusing on science, technology, engineering, and mathematics (STEM)-related issues of global significance that foster cutting-edge multinational research and strengthen institutional international partnerships121. Announced by former UK Foreign Secretary William Hague and US Secretary of State John Kerry in June 2013, the Global Innovation Initiative is consistent with Prime Minister David Cameron’s and President Barack Obama’s broader commitment to enhance higher education collaboration between the UK, the US and other countries (Brazil, China, India and Indonesia)122.

The British Council also uphold social justice and ensure that there is no discrimination in the field of recruitment process. Our Equality, Diversity and Inclusion policy commits us to ensuring that there is no unjustified discrimination

120 Our work in education. Retrieved 28 December 2016 from British Council USA: http://www.britishcouncil.us/programmes/education 121 What is the Global Innovation Initiative?. Retrieved 29 December 2016 from Global Innovation Initiative: http://www.iie.org/Programs/Global-Innovation-Initiative#.WHEm3ht97IW 122 Global Innovation Initiative. Retrieved 29 December 2016 from British Council USA: http://www.britishcouncil.us/programmes/education/global-innovation

49 in the recruitment, retention, training and development of staff on the basis of age, disability, gender including transgender, HIV/AIDS status, marital status including civil partnerships, pregnancy and maternity, political opinion, race/ethnicity, religion and belief, sexual orientation, socioeconomic background, spent convictions, trade union activity or membership, work pattern, having or not having dependents or any other irrelevant grounds123.

III.3 The Government Support for Britpop as United Kingdom Cultural Diplomacy to the World

In supporting all cultural activities, especially music, the government has an important task in order to help UK music survive and succeed globally. Some of the existing organizational and executive body seeks to promote the music of UK by supporting singers and musicians in the country in terms of funding and government policy. Creative industries seem to be more important in increasing the prosperity in terms of economy because human creativity is also an important asset that is owned by the state. In the 21st century, innovation and creativity of young people are essential to enhance the quality of human resources in a country. Various businesses carry out by young generations, talents, and their knowledge can generate valuable innovations for the country. This can be done by young people who still strive for innovation and supports knowledge coupled with technological advances that are growing rapidly help young generation to do everything easier according to their talents. Basically, creative industry development strategy lies in support of capital and the rule of law. In this case, the government regulation that is able to accommodate the interests of the development of creative industries qualified human resources and the establishment of a solid network between creative industries, technology practitioners, and government.

123 Equality and diversity. Retrieved 29 December 2016 from British Council USA: http://www.britishcouncil.us/about-us/equality-and-diversity

Country support is needed to motivate creative industry to develop and produce other innovations. Music industry is a creative industry that favored young people. Nowadays, people can access music from every country with the support from internet, music applications, radio and music televisions make young generation choose their favorite songs. Therefore, a talented singer of a country that has beautiful voices and musicians that produce a good song can attract many people to listen to their music and buy the album of the singer may increase the income of a country. Because of that, the role of the government in supporting music sector whether it is in funding, an award that is given to the singer as an appreciation, and the task that should be done by international organization music trading can motivate young generation to continue working.

III.3.1 British Government Support for Britpop as UK’s Cultural Diplomacy by Department for Culture, Media & Sport (DCMS)

The government of UK declares their support in terms of economic, promotion, and policy in advancing British music. As it is known by the media and music website stated that UK music has given £4 billion to the economy. Matt Hancock as the Minister of State that is responsible for Digital Policy in the Department for Culture, Media and Sport delivered his speech on 7 September 2016 about government support in music industry. Some quotes from the speech are as follows124:

“The GREAT Campaign promotes Britain as one of the most exciting and thriving cultural destinations in the world. We’ve reformed entertainment licensing, to make it easier for venues to put on gigs.

124 Matt Hancock praises the music industry and reaffirms government support. (2016, September 7). Retrieved 30 December 2016 from Matt Hancock MP Securing West Suffolk's future: https://www.matthewhancock.co.uk/news/matt-hancock-praises-music-industry-and-reaffirms- government-support

We’ve brought in tax relief for orchestras, so they are now encouraged to perform across the whole of the UK, not just in London.

We have invested almost half a billion in music and cultural education, including almost £270m for music education hubs and more than £100m for the Music and Dance Scheme. There’s £75m for music education hubs will be provided in the coming year.

Over the Autumn I’ll be taking the Digital Economy Bill through Parliament, which will bring criminal penalties for online copyright infringement in line with physical infringement - making sure we have the right legal framework in place to support creators and the content they produce.

And of course, we support Creative Content UK’s “Get it Right from a Genuine Site” campaign, which helps to educate and build respect for music and our other creative industries.”

Considering the number of Internet cybercrime in the virtual world is the proliferation of music illegally and sell it at a cheaper price by persons who are not responsible, download the song from an unofficial website may disadvantage sales of songs and albums of a singer. Therefore, the British government not only supports their singers and musicians in terms of funding but also create rules that crack down on those who illegally reproduce British music and will be subject to legal sanctions. The government also encourage people to buy original music, it means the community respect and valuing the effort of singers, musicians, government, and business entities authorized music.

III.3.2 British Government Support for Britpop as UK’s Cultural Diplomacy by UK Trade and Investment (UKTI) / Department for International Trade

Culture, Arts, Education, and the economy is a tool of the government in improving soft power. Good economic movements can help the government in its support of cultural diplomacy. Government investment in the field of music not only benefit the country's economy but also beneficial activities to introduce the British cultural diplomacy throughout the world more easily. For example, funding and investment by the government to students such as scholarships, students who excel in non-academic fields such as sport, music, and any other is the government's efforts in improving the quality of human resources. Therefore, in the field of music industry UK government has a department that helps British music to sell the music overseas.

UK Trade and Investment (UKTI) invest in the music companies and independent labels to assist international tour conducted by British singer and musicians. The funding will provide support to develop their businesses, artists and projects in international markets such as the USA, Asia and Europe125. In the funding music company, UK government has a scheme created for independent music companies that need financial support from the government which is called Music Export Growth Scheme (MSEG). The Music Export Growth Scheme is designed by UKTI and BPI to make available grants ranging from £5,000 - £50,000 to UK-registered independent music companies to assist them with marketing campaigns when looking to introduce successful UK music projects overseas126. Trade and Investment Minister, Lord Maude said127:

125 UK Trade & Investment and The Rt Hon Lord Maude of Horsham. (2015, October 17). Music exports hit a note with UK government as more labels and songwriters receive funding boost. Retrieved 30 December 2016 from Government of UK: https://www.gov.uk/government/news/music-exports-hit-a-note-with-uk-government-as-more- labels-and-songwriters-receive-funding-boost 126 MUSIC EXPORT GROWTH SCHEME. Retrieved 29 December 2016 from British Phonographic Industry: https://www.bpi.co.uk/megs.aspx 127 UK Trade & Investment and The Rt Hon Lord Maude of Horsham. (2015, October 17). Music exports hit a note with UK government as more labels and songwriters receive funding boost.

“The UK has a vibrant creative sector that generated over £17 billion in exports during 2013. The Music Export Growth Scheme has helped a new generation of British musical talent gain international recognition and boost the sales of UK music abroad; creating jobs and growth for the UK economy.”

With the support that was given by the government, singers and musicians may continue to develop their talent. The artists said they were honored to be among those selected as the best of new British musical talent worthy of a global audience128. Support and chance that the government gave can increase the spirit of the singer and musicians to continue working in producing a high quality of music.

III.3.3 Private Sector & NGO’s Support for Britpop as UK’s Cultural Diplomacy

In improving the music sector as a tool of UK's cultural diplomacy, the government cannot work alone. But they need to collaborate with music organizations and enterprises that produced the music. Governments and the private sector have their duties to improve British music. Government help with their financial support by UK trade and investment and government support from the department for culture, Media and Sport to help the UK in introducing the culture and their art to the outside. World's interest in British music may also increase travel and tourism sector. For example, the British band who hold international tour and is located in London can attract tourists to come and attend the concert. With the number of tourists who come can make a country become an

Retrieved 30 December 2016 from Government of UK: https://www.gov.uk/government/news/music-exports-hit-a-note-with-uk-government-as-more- labels-and-songwriters-receive-funding-boost 128 Ellis-Petersen, H. (2014, May 1). Music Export Growth Scheme helps British artists realise touring dreams. Retrieved 31 December 2016 from The Guardian: https://www.theguardian.com/music/2014/may/01/music-export-growth-scheme-british-artists- overseas-tours

54 attractive destination to visit. People who are very interested in British music will also indirectly have an interest where the band originated. As happened in the 1960s when the Beatles in their golden years, the music also affects the fashion tastes of the listeners. The United Kingdom is also known as a country that has a high quality of fashion that recognized by the world. Some of luxurious brand was born in England. Even sometimes fashion week event held in London such as London Fashion Week that attract many of fashion enthusiasts visit this country.

Music companies as private sector companies are also tasked to produce music that has high quality and worth to be heard. Develop the ability to write songs from the musicians, and the music trade international also a task of a music company. Britain has a music organization called UK Music. UK Music is the umbrella organisation which represents the collective interests of the UK’s commercial music industry from artists, musicians, songwriters and composers, to record labels, music managers, music publishers, studio producers, music licensing organisations and the live music industry129. The members of UK music are AIM (Association of Independent Music), British Academy of Songwriters, Composers and Authors (BASCA), BPI and many others130. UK Music promotes the interests of record labels, songwriters, musicians, managers, publishers, producers, promoters and collecting societies through high profile campaigns and events131. They work to persuade politicians and business leaders about the value of music to the national economy and its key role in the UK’s creative and cultural makeup132. The global success of the UK music industry and artists such as Adele and Sam Smith contribute much to the UK’s ability to attract financial and creative investment through soft power133.

With the supports from music organizations such as UK Music, British Phonographic Industry, and other organizations under UK music may develop the

129 Measuring Music 2016 Report. (2016). Retrieved 2 January 2017 from UK Music: http://www.ukmusic.org/assets/general/measuring-music-2016.pdf 130 Ibid. 131 About Us. Retrieved 2 January 2017 from UK Music: http://www.ukmusic.org/about-us 132 Ibid. 133 Industrial Strategy for the Creative Industries 2016. (2016, September). Retrieved 3 January 2016 from UK Music: http://www.ukmusic.org/policy/industrial-strategy-for-the-creative- industries-2016/

55 music of United Kingdom to bring forward this industry to the world. The recognition from international community is important in the betterment of UK music to create a high quality of song that all people from all ages desire. Organizations responsible in the advancement of UK Music can be a tool in bring UK Cultural diplomacy to the world through music sector.

CHAPTER IV PROMOTING BRITPOP IN THE UNITED STATES OF AMERICA: CONTRIBUTING TO BRITISH NATIONAL ECONOMY (2012-2016)

IV.1 United Kingdom – United States Bilateral Relations

Since the 1940s, the United States and the United Kingdom have already known to the world that they have a special relationship. This special relationship covering political, cultural, diplomatic, military, and shared history, culture, language and interest between US and UK. Although the two countries have fought in the past, the UK and US are allies in various conflicts, such as World War I and II. The two countries have a special relationship including the share of intelligence information from many countries134. In 1812, US broke its relations with the UK and declared war on the UK. This occurs because of trade restrictions or blockade of UK towards US to French ports. UK support for the Indian tribes against US expansion, an insult to the national prestige on the high seas, sparked US resentment. In 1815, the UK and US re-established their relationships.

The United States also maintains relations with other countries in the world, but no closer ally than the UK. Relations between the UK and the United States based on a very close defense relationship including the sharing of weaponry technology and the collection of information by the intelligence services of the two countries. This close relationship has been seen when America invaded Iraq. Britain declared support for the policy of War on Terror voiced by America. Britain also joined and realized the actions and policies of the closest allies including the United States’ plan to invade Iraq. The exit of Britain from the European Union which is called "Brexit" is a big hit to the European Union.

134 Spillius, A. (2009, February 5). Intelligence sharing between Britain and the United States dates back to First World War. Retrieved from The Telegraph: http://www.telegraph.co.uk/news/uknews/law-and-order/4514938/Intelligence-sharing-between- Britain-and-the-United-States-dates-back-to-First-World-War.html

President Barack Obama said that the exit of Britain from the EU would harm trade agreement. When Brexit won the referendum to get out of the EU, the president issued a statement that the US and the UK relations will not change. The two countries will keep a particularly close relationship that has existed since the first time.

This shows that the United States have a very close relationship with Britain. This special relationship is also based on shared history, values, culture, interest, and language. Britain and America cooperate in various fields both in the fields of military, politics, security, intelligence, economy, education, and culture. The UK and US are in the same international organizations such as North Atlantic Treaty Organization, United Nations, G-20, World Bank and World Trade Organization. The election of Donald Trump as the new President of Amerika in 2016 did not make America and Britain loosen their ties. Despite the news circulating that the elected American President, Donald Trump does not have a good relationship with former Prime Minister Tony Blair, the two countries have seen maintaining bilateral relations. UK and US remain in a relationship of cooperation in the field of defense and security. On 29 November 2016, UK Prime Minister Theresa May contact Donald Trump on the role of both countries in NATO. They agreed to continue close relations and cooperation between the two countries and to discuss the role of NATO 135 remembering that the two countries are closer ally in NATO and United Nations Security Council (UNSC).

In the field of education, the British government has provided scholarships for American students who wish to study in the UK. The British government presents Marshall Scholarship for American college students with the goal of creating the good quality world leaders in business, politics, and any other fields. In addition, to strengthen the relations between America and Britain in the field of education, this scholarship is given by the British government as a gratitude to America on US aid that has been given to build Europe after World Wars II, that

135 Prime Minister's Office, 10 Downing Street and The Rt Hon Theresa May MP. (2016, November 29). PM call with President-elect Donald Trump: 29 November 2016. Retrieved from Government of United Kingdom: https://www.gov.uk/government/news/pm-call-with-president- elect-donald-trump-29-november-2016

58 was known as the Marshall Plan. The British government has branch offices in America, namely British Consulate General in Washington, Atlanta, Miami, Boston, Chicago, Houston, Miami, New York, San Francisco, and Los Angeles. The spread of the British government branch offices in the United States intended to make US and UK relations grow and maintain a close relationship together in order to continue to work in any field. The UK and the US also have a strong relationship in trade. The US is the largest export country for the UK. With the existence of the cooperation of this trade can create jobs, wealth, and prosperity. The UK is also the largest investor in the US (with a total investment stock of $411 billion at the end of 2007), supporting almost one million jobs136.

In the security field, the UK also trying to keep a particularly close relationship with the United States. As it has been known that America is a superpower country in the world in terms of economics, diplomacy, and military. Therefore, any decision US made for their relations is very important for UK foreign policy, from negotiations to address climate change, addressing the nuclear non-proliferation, and stabilizing Afghanistan. It is important for British policy-makers to keep a close relationship with the US. The importance that the UK attaches to its relationship with the US is stated clearly in the FCO’s written submission, which claimed that the UK’s ability to achieve its international objectives will be “immeasurably greater” if the UK’s objectives are shared with the US137. In the field of defense and intelligence, US and UK has been working as allies in NATO and also bilateral relations between the two countries in sharing information and technology. UK and US have built trust on each other to maintain the security and defense of both countries.

A country has different national interest from other countries. However, the UK and the US has the same interest, in terms of combating terrorism, reduce poverty, promote, and develop the growth of the global economy. The UK and the US have bilateral cooperation to face global issues as well as to develop economic

136 House of Commons Foreign Affairs Committee. (2010, March 18). Global Security: UK-US. Retrieved from United Kingdom Parliament: https://www.publications.parliament.uk/pa/cm200910/cmselect/cmfaff/114/114.pdf 137 Ibid.

59 progress. The UK and the US work together from the fields of security, defense, trade, economy, business, education, culture, and up to the impact on UK foreign policy. One of UK key objectives from political aspect in relations with the US is to build deep and lasting relationships with the Administration, the Congress, State Governors and their Administrations, the Mayors of big cities and senior figures in the business community throughout the country in order to influence US policy in priority areas for HMG (Her Majesty’s Government) and in order to contribute to UK policy development through best practice exchange in line with Whitehall priorities138.

IV.1.1 United Kingdom – United States Cultural Relations

UK-US ties can be found in many areas, from trade and business to popular culture139. Cultural development of the United States cannot be separated from the cultural influence of Europe, especially UK. America is a former British colony in the 17th century. There have been various cultural collaborations by the US and the UK. This can be seen from literature, films, theater, television, and music. Cultural changing from times to times also known as popular culture can be found in the films, theater, and music. In fact, the American people are also very interested in the royal family. They followed the princess' and the queen’s dresses and keep updating the latest information on the royal family. Collaboration between the two countries who produced creations and works giving a lot of public attention.

Literature

William Shakespeare as a popular writer who has produced many writings of romantic poems and stories in his time got public attention. British Council said Shakespeare influence internationally has helped to foster a positive attitude from abroad to the UK. The popularity of Shakespeare has a direct effect on the British

138 Ibid. 139 Ibid.

60 economy, not only in terms of presenting the audience in the theaters of Shakespeare but also donated British appeal in the eyes of the world in attracting travelers. On November 17th, 2016, American celebrated the anniversary of the death of Shakespeare in 400 years at the Folger Shakespeare in Washington DC140. William Shakespeare as a popular writer who has produced many writings of romantic poems and stories in his time got public attention. For instance, “Ten Things I Hate About You” in 1999, a cult classic is a modern screen adaptation from Shakespeare’s Taming of the Shrew.

J.K. Rowling known as one of the most popular authors who wrote the Harry Potter series has also contributed many billions to the UK economy. Harry Potter Fan Bases are scattered throughout the world and give impact with the increase in visitors who wish to visit the UK as a tourist destination by visiting a Harry Potter shooting location.

Film

James Bond and Harry Potter movie are some of the highly-favored movies in the world especially in the US. Just like Disney movies, American movies that are favored in the world and in the UK. Both countries share things in popular cultures such as movies and music collaboration. From the start of the cast of artists and actors who use British actresses / actors and American actresses / actors, location of filming was done also used locations in Britain or America, it makes both countries become the most popular tourist destinations in the world.

Music

American singers like Lady Gaga, Madonna, Beyonce, Christina Aguilera, and many others are very famous in the UK and also British singer Adele, Coldplay, One Direction, Sam Smith, Ed Sheeran and many others are well-

140 Shakespeare: All the world’s. (2016, May). Retrieved from British Council: https://www.britishcouncil.org/organisation/policy-insight-research/insight/shakespeare-all- world%E2%80%99s

61 known in America. Some British singer also won many awards in the Music Awards in America such as the American Music Awards and Billboard Awards.

The UK and the US cultural relations cannot be separated from a common history and values of the two countries. Both countries continue to build a relationship of culture to produce a creative generation through various art events and pop culture. Bilateral cooperation reflects the common language, ideals, and democratic practices of the two nations141.

IV.2 The Development of Britpop in The United States that Contributes to UK’s National Economy (2012 – 2015)

British music has been known since the 1960s throughout the world, especially in America. However, the development of British music also experienced the downs where people were bored with British music. They preferred to listen to American music. This section will be discussed in the development of British music in 2012.

In this year, Britpop as part of British music and popular culture started to enter the golden age that they lost in early 2000s. Talented singer appeared sign as their successful album in the world. Bands and British singer such as The Wanted, Ellie Goulding, Adelle, and One Direction are successful in America. In the beginning of 2012, a song from The Wanted themed “Glad You Came” was very successful In America. The Wanted was formed in 2009 although some of their popular song started to be known in 2012. This song descent on 100 hot singles in Billboard and sold 3 3 million copies di United States and Canada. As well as with Ellie Goulding, the female British singer has many hit songs in 2012. Her song themed “Lights” was also in the Billboard 100 Hot Singles 2012. Ellie Goulding’s song titled “Bittersweet” was used as a soundtrack of American movie

141 U.S. Embassy & Consulates in the United Kingdom. Retrieved from History of the U.S. - UK Relationship: Cultural Connections: https://uk.usembassy.gov/our-relationship/policy- history/cultural-connections-in-london/

“The Twilight Saga: Breaking Dawn – Part Two”. This movie was very popular since 2008 until 2012.

Coldplay is also a well-known famous band since 1996. Until now the British band Coldplay are still creating music that is preferred throughout the world. In 2012, their song called "Paradise" also includes songs with the best of Sales reached 965.500 copies142. Some British singers also continue to work to produce the best songs to compete primarily with American music. In fact, some of the singers have donated billions to UK national economy.

The success of British music is not strange in America. From Coldplay to One Direction, Ed Sheeran to Adele did not doubt their ability in the field of music. Technological developments make it easier for musicians to introduce their songs to the world through social media and music applications. Not only U.K. artists can transcend borders using social media and music-sharing sites such as SoundCloud, but it is also easier for them to build buzz on their own turf before garnering a fan-base stateside. In 2013, One Direction was still ahead and stay on the American music charts as British band that favoured American teenagers.

British singer collaboration with American singer also showed the presence of cultural relations between the two countries. In 2016, Adele showed their support for presidential candidate Hillary Clinton. At that time, Hillary Clinton was very pleased to hear Adele supports for her. Adele said that the American leader can have an impact also on UK as Adele is British.

Music industry developments in the United Kingdom to help the UK as one of the countries with the highest power of soft power. British music is also helping the economic income of the UK. Due to the development and economic progress is one of the UK's National Interest, therefore aspects of culture, especially music that gave a lot of contribution for the country's economic income deserves to be appreciated and supported by the government. Not only can support financially, as

142 Myers, J. (2016, June 7). Coldplay’s Official Top 20 Best Selling Singles Revealed! Retrieved from Official Charts: http://www.officialcharts.com/chart-news/coldplay-s-official-top-20- best-selling-singles-revealed-__4117/

63 we know music is also a part of cultural aspects. With music, the British can do cultural diplomacy with the countries in the world especially in America. Therefore, UK Music as an organization that is responsible for the music of UK issued a report that is important to know how much contribution to country music.

The music industry makes a vital contribution to the UK’s growth, prosperity and employment143. Various music events are also held in the United Kingdom. For instance, British Awards. British Award was held to give awards to artists and musicians who have the best works in music. International Music events such as V music, Glastonbury, and Latitude are the UK music events that have collaboration of US and UK Singer. Art show that combines the two countries as organizers shows that the art of music and dance as part of the cultural elements can be used as a tool of diplomacy. Each year, the UK held an art festival named “Glastonbury Festival of Contemporary Performing Arts” or usually called “Glastonbury”. Glastonbury is one of the biggest art event in the world held around London. This festival is a performance art that is best known for contemporary music, dance, comedy, theatre, circus, cabaret and other arts. This event is certainly filled with performances by local artists and singers from the UK and US such as Ed Sheeran, Lana Del Rey and also Mettalica. Glastonbury also celebrated bands and famous singers from America like Imagine Dragons, Kanye West, Pharrel William and any other. Different year, different guest star from other country. This musical event is also supported and attended by representatives of the government. In July 2015, the former Business Secretary Sajid Javid said that:

“Music is a defining part of British culture, from the British Invasion in the 1960s to 90s Britpop. I joined the music faithful at this year’s Glastonbury, witnessing first hand our country’s musical talent and the passion of festival-goers come rain or shine.”

143 The Economic Contribution of The Core of UK Music Industry. (2013, December). Retrieved from UK Music: http://www.ukmusic.org/assets/general/Summary_Document_- _The_Economic_Contribution_of_the_Core_UK_Music_Industry.pdf

“Through the Music Export Growth Scheme, the government is banging the drum for the UK’s fledgling music stars and promoting the UK’s world-class sound in overseas markets. The scheme highlights the strength of the UK’s creative industries and the benefits they deliver to the UK economy.”

Music Export Growth Scheme (MEGS) which is run by UKTI and UK Music Body BPI, has an important role for the British singer and musicians who want to go international to promote their album overseas. Not only promoting the album, funding given UKTI also helps in marketing overseas, tour support, booking agents, and other expert services in the territories that the artists hope to tour144.

Glastonbury 22 June 2016 starring Muse, Coldplay, and Adele. In 2016 estimated has 100,000 participants from around the world attended the event. With this event is expected to help the economy income of the country around £ 35m a year. The music festival is an important element of the UK music industry. Much work has shown that music festivals have the capacity to generate positive economic impacts, to varying degrees, including employment and increased revenues from locals and visitors, as well as providing focal points for marketing, attracting visitors and growing the tourism sector of the local economy (Brookes and Landry 2002; AB Associates 2003; Morris Hargreaves McIntyre 2004; SQW 2005; Lynn Jones Research 2006; EKOS 2006, 2011; Baker Associates 2007; SAM 2008; Chouguley et al 2011; BOP 2013a, 2013b; Li and Chen 2013) 145 . Music festival held in the UK such as Glyndebourne and Glastonbury is not only helpful in terms of the economy but also politics. Music festivals have been sites for social and political debate, and sometimes action (McKay 2003, 2005, 2015c), and the frivolity of festivals sometimes masks

144 UK Trade & Investment and The Rt Hon Sajid Javid MP. (2015, July 4). Nineteen of the UK’s most promising music acts and songwriters receive support to amplify their sound abroad. Retrieved from Government of UK: https://www.gov.uk/government/news/nineteen-of-the-uks- most-promising-music-acts-and-songwriters-receive-support-to-amplify-their-sound-abroad 145 Webster, E., & McKay, G. (2016). From Glyndebourne to Glastonbury: The Impact of British Music Festival. Retrieved from Arts & Humanities Research Council: http://www.ahrc.ac.uk/documents/project-reports-and-reviews/connected-communities/impact-of- music-festivals/

65 deeper socio-political issues around race, religion, class, sexuality, and gender (Falassi 1987; Hughes 1988; Burr 2006; Bartie 2013; Wilks 2013; Johansson and Toraldo 2015; Pielichaty 2015)146.

The Glastonbury festival showed that there is always a collaboration from the American singer and British singer from year to year. The successful of British singers and musicians in the United States, and also the achievement that British singer received from the US showed that US market is opened to British singer who wants to continue their career and creation in America.

UK Music organization has released a report entitled "The Economic Contribution of the Core UK Music Industry" in 2012, Measuring the UK Music Report 2013 until 2016. This report contains the musical contribution in the field of economy, creating jobs resulting from the presence of Integration engaged in the music sector, British singer album sales, up to the number of tourist who come to attend music concert in the United Kingdom.

146 Ibid.

Figure 4.1

Source: Measuring Music 2016 Report, UK Music

UK music contributes to United Kingdom from year to year. In the four- year comparison starting from 2012 until 2015, UK music showed an increasing value of their contribution to the economy. It included the GVA (Gross Valued Added), the Exports, and the Employment. On the red side, it was coming from Musicians, Composers, Song Writers, and Lyrists. The blue is recorded music, the green is the total revenue coming from Live Music, the purple is music publishing, the violet color is music producers, recording studios, and staff. The orange color represents music representatives.

In 2012, the GVA valued £3,543 million. In 2014, it increased to £4,108 million compared to the previous year in 2013 which contributed 3,734 million. In 2015, the GVA worth £4,133 million. It was coming from all sectors, the musicians, composers until the music representatives.

The exports section also showed an increasing revenue starting from year 2012 that is worth £1,956 million to 2015 which increased to £2,175 million. It also created job that employed 106,999 in 2012. It increased to 111,000 in 2013. In 2014, it increased 117,320. In 2015, music sector has employed 119,020 employment

From this four-year comparison, it can be seen that UK music gave a big contribution to the national economy. Therefore, the government stated their support to UK music sector so that this sector can grow and give benefit to the country.

Apart from its contribution to the economy, UK music is a tool of British cultural diplomacy. Music can spread the culture of Britain to the whole world especially America that has the same language and shared history together.

IV.3 The Promotion of Britpop in The United States Contributing to UK’s National Economy To make British popular music success overseas, the government, the music organization, music companies, and the artist which is singers and

68 musicians is important to develop the UK music. The works of the government to promote their artist is proved that music is an important asset for their national heritage. Therefore, this section will provide information about the promotion by the government as state actor and the British singer, the music company and the music organization as non-state actor.

IV.3.1 Promotion of Britpop by United Kingdom Government The support from the government is really important for British music so they can develop and create other creation for music sector. Funding from the government can be an investment for the country to develop the creativity of the human resources. United Kingdom Trade and Investment (UKTI) and British Phonographic Industry give funding for small to medium independent music company to promote their singer and musicians overseas £3 million for them.

The UK Government's initiatives to promote British singer overseas especially in the US include147.

 Creation of new-music portal showcasing the latest British music specifically aimed at the U.S. market, jointly developed by the industry and U.K. Trade and Investment (UKTI), an organization the British Government established to foster international trade  Training for commercial officers across the network of U.S. diplomatic posts to help them understand the needs of British music companies attempting to enter the market.

IV.3.2 Promotion of Britpop by British Singer & Musician

As it is cited from the UK official government website, Adele, One Direction, Coldplay, Florence + the Machine, Ed Sheeran, Mumford and Sons and

147 Brandle, L., & Legrand, E. (2016, March 11). Billboard. Retrieved from Google Books: https://books.google.co.id/books?id=1BQEAAAAMBAJ&pg=PA11&lpg=PA11 &dq=coldplay+tour,+government+uk+support&source=bl&ots=JXugHVKzvA& sig=dVUriimi6GL2QdEXOLEclF0pwZ4&hl=en&sa=X&ved=0ahUKEwjytIu41 qXRAhXMs48KHQobCTQQ6AEIODAF#v=onepage&q=coldplay%20tour%2C %20go

Arctic Monkeys are just some of the world-beating UK artists who in recent years have helped to accelerate export sales of British music to over 13% of the global market – the largest share apart from the US148. The revenue coming from UK international has helped the government to increase their funding to other local singer and music independent companies.

The creation of the musicians helps to promote the culture of UK overseas. The beautiful song and creation are appreciated in international community will make the country easier to spread their culture because people believe that the United Kingdom is filled with creative people. Whether it is from the international festival that they made with the collaboration performance with American singer like Glastonbury, or the international tour that the singer made. Currently, Coldplay as one of successful British band is touring overseas starting from last year until this year, 2017. The tour hasn’t finished yet remembering that there are so many countries that they have not visited for their tour. They tour overseas in Asia, Europe, and the United States of America. This is one of the efforts from the singer to make their song respected worldwide. This tour can increase the selling album of the band.

148 UK Trade and Investment. (2013, October 16). New export scheme to promote British music overseas now open for business. Retrieved from Government of The United Kingdom: https://www.gov.uk/government/news/new-export-scheme-to-promote-british-music- overseas-now-open-for-business

CHAPTER V CONCLUSION

The Development of British Popular Music since the beginning starting from the appearance of the Beatles as one of the most popular band in the world to Adele, a solo singer that have made Britain’s music respected in the eyes of the world especially, in the United States. Britain’s music has proved that music contribution to the country is important in increasing UK national economy through some aspects from music such as Music Tourism, the selling album of the singers, live music, and the employment from music industry.

In 2012 until 2015, many of British singer and musicians tried to sell their music in the United States. These years have been a golden age for British music. They performed everywhere in the United States and has been quite successful that has been proven by their fan bases coming from America, their sales album worldwide especially America, even the whole world praises their music creation. Some of British singer has received many awards from music awards in America like Billboard Awards, American Music Awards, MTV Music awards and many other. As we know that the United States is the biggest producer of music in the world, it is proved from their talented singer, musicians, and artist are respected in the international world. Therefore, it is a good opportunity for British singer to build their career in America. If they success in America, they will definitely success in other country. Music as a tool of cultural diplomacy is effective to spread their culture, language, and creation to the whole world.

The United Kingdom and The United States have a very good diplomatic relation from World War I and their alliance in international organization such as United Nations Security Council, International Monetary Fund, World Bank, and World Trade Organization. The role of music in the United Kingdom is that music can be a tool of creativity, share language, emotions, ideas, and increase of mutual understanding. “Where is the love” a song from the Black Eyed Peas that

71 encourage people to create peace and respect each other. Message from this song delivered to the people is an empathy to other less fortunate people and change yourself to be a better person.

UK music contribution in the past few years to UK national economy can be seen from the increasing of the employment, people that work in music companies, it creates job for many people. The income from the export of the singer’s album and song, the increasing of tourist that come to UK because there is some international music event held in the UK. Therefore, music is not only benefit for the country’s economy but also can be a tool of diplomacy to spread the culture of the country, even music can be a sender to deliver positive messages through the song.

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