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Any music lover knows that a great song transcends borders and languages. Now, that unifying power is being leveraged as a diplomatic tool.
On Monday (June 24), YouTube announced a partnership with the U.S. State Department as part of the Global Music Diplomacy Initiative, a program launched last September by U.S. Secretary of State Antony J. Blinken that aims to use music to promote peace and diplomacy around the world.
The project centers around a group of genre-spanning artists who will act as musical ambassadors. Chuck D, Herbie Hancock, Jelly Roll, Armani White, Breland, Denyce Graves, Grace Bowers, Justin Tranter, Kane Brown, Lainey Wilson and Teddy Swims are all participating, with additional artists to be announced.
The Global Music Diplomacy Initiative is an extension of the PEACE through Music Diplomacy Act, which was signed into law by President Joe Biden last year and directed the State Department to facilitate public-private partnerships that would support music-related diplomacy.
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YouTube was selected as a partner given its global reach and influence on music culture worldwide. The partnership will include micro-grants to support people who use music to create positive change in their communities; YouTube will also assist the State Department in its work using music as a tool for learning English. Additionally, they will team up to engage audiences and aspiring artists in Australia, Brazil, Canada, France and India and “utilize major international gatherings to inspire action around the unifying power of music,” according to a blog post written by YouTube global head of music Lyor Cohen and YouTube vp of public policy Leslie Miller.
In a joint statement, Cohen and Miller wrote, “Music is a unifying force — it transcends language, cultural and national differences. It helps us understand and appreciate each other in ways almost nothing else can. During the height of the Cold War, the United States launched the Jazz Ambassadors program to send artists like Louis Armstrong, Dizzy Gillespie and Sarah Vaughn overseas to bridge cultural gaps and cultivate goodwill across the globe. The Jazz Ambassadors program left a lasting legacy, demonstrating the power of music as a diplomatic tool for fostering cultural understanding.”
“We’re excited to be a part of the next chapter in music diplomacy, helping to amplify the voices of artists and strengthen our community bonds across borders,” the statement continued. “Music reminds us more of what we can have in common than what separates us. That is the message we intend to echo around the world as we embark on this partnership, using the power of music to inspire peace for all.”
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It’s refrain has become universal shorthand for keeping your eye on the prize. And now Survivor‘s legendary Rocky III pump-up anthem, “Eye of the Tiger,” has crossed the one billion views mark on YouTube.
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The video for the song that begins with a repetitive picked guitar part over cymbal crashes is quintessential early ’80s, mostly consisting of the band’s five members power walking down city streets looking focused and fierce. Their double-time stroll takes them through an industrial warehouse filled with plumbing and construction parts and up into a loft packed with what looks like mothballed movie props as beret- and leather-jacket-wearing vocalist Dave Bickler sings the iconic refrain: “It’s the eye of the tiger/ It’s the thrill of the fight/ Rising up to the challenge of our rival/ And the last known survivor stalks his prey in the night/ And he’s watching us all with the eye… of the tiger.”
The billion club entry represents the first one of the band’s videos to cross that high-water mark.
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In addition to serving as the theme song for the threequel, the propulsive track was also a single from the band’s third studio album of the same name. Founding guitarist Frankie Sullivan — who co-wrote the song with founding rhythm guitarist/keyboardist Jim Peterik — confirmed to Guitar Player magazine in an interview in March of this year that Survivor was not Stallone’s first choice.
As Sullivan recounted, Stallone used Queen’s “Another One Bites the Dust” in an early cut of the film, but was unable to keep it in the final version. “I actually saw it on the film at the studio when I was there with Sly,” Sullivan said, who added that the deal to use “Tiger” was set in motion during a meeting at Roa’s Hollywood Italian restaurant by the owners of Survivor’s label, Tony and Ben Scotti of Scotti Brothers Records.
“They were all good friends,” said Sullivan of the siblings and Stallone. “Tony was real smart, and he said to Sly, ‘I’ve got this band, maybe we could help each other.’ Tony asked Sly to call me, which he did. That dinner was probably the best thing that ever happened to my career.” After watching the film, Sullivan said it became a scramble to finish the track, with the music taking “about 10 minutes,” while the lyrics bubbled for three days. “We had 90 percent of them, but we couldn’t come up with a title,” the guitarist recalled.
While looking through the script he spotted a line where rival Apollo Creed (Carl Weathers) reminds Rocky that he used to have the eye of the tiger. “And that was our title,” Sullivan said.
Watch the “Eye of the Tiger” video below.
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