Introducing the U.S. Global Music Ambassadors: A new chapter in music diplomacy
Jun 24, 2024 – [[read-time]] minute read
The universal language of music has the power to transcend borders, ignite understanding, and foster peace. Today, we're humbled to announce a new partnership between YouTube and the U.S. State Department that aims to harness this power for good. Together, we're reviving the spirit of cultural exchange through the Global Music Diplomacy Initiative.
Leading this charge is an extraordinary group of U.S. Global Music Ambassadors, each a luminary in their own right, together embodying the diversity and dynamism of American music.
Below is a little bit about each Ambassador and a few words on what it means to take on this unique role:
Armani White
Profound, yet buoyantly energetic, Armani White wants to trademark happy hood music. Pairing dexterous flows with dense introspection and spurts of impassioned melodies, the 27-year-old delivers a colorful, but poignant soundtrack for survivors. About being a U.S. Global Music Ambassador, White shares:
“My goal in creating art has always been to be a part of history. And This is one of those historical moments that I'm honored to be a part of. In 50 years I think this will be remembered as one of those pivotal years in shaping the future of music, so I'm claiming my corner as the voice of my city and culture and planting a flag for all the unique creatives.”
BRELAND
A truly one-of-a-kind force on the Country scene, BRELAND is reshaping the genre’s future with his fearless originality and visionary sound.
“From a very young age, I was fascinated by the world. I remember getting an electronic globe as a present for my 8th birthday that could tell you the capital of whatever country you clicked, and I spent countless hours learning about faraway lands. At that time, I had never been out of the country, my parents had never been out of the country, and my idea of a long trip was going to Georgia to visit my grandparents. As I got older, my musical talents brought that childhood interest to life, and in 2019 I was invited to write in Johannesburg, South Africa. I spent three weeks in another hemisphere crafting songs with a humanitarian message, and I came back to the States with a newfound appreciation for the power of music. In South Africa, music was a unifier, a common language in a multilingual society, an integral part of their history and modern-day culture. As my career has evolved, I've had dozens more opportunities to travel internationally and connect with people all over the world. Whether it's touring across Scandinavia, going out to Australia to write songs with Keith Urban, or watching my songs trending in the United Kingdom, I've seen firsthand how powerful music can be on a global scale.
"As a Black artist with a somewhat unorthodox journey into Country music, I've always said that I believe ‘Country music is for everyone.’ For me, the connective tissue of the genre lies in the storytelling, and everyone has a unique story to tell. The more I travel, the more I realize how interconnected our stories actually are. We all have more in common than we think, and our differences don't have to be a barrier. It is an incredible honor to be a Global Music Ambassador, and I'm excited to continue using my art to build cultural bridges around the world in a way only music can. That 8-year-old kid spinning his globe from Burlington, New Jersey would have never imagined the places his gifts would take him, but I couldn't be more grateful for this opportunity now.”
Chuck D
Chuck D is a Rock and Roll Hall Of Famer, and Grammy Lifetime Achievement winner. He’s the co- founder of Public Enemy and Prophets Of Rage. He’s recognized worldwide as a legend, activist, fine artist and best selling author.
“Bridging cultural divides and inspiring positive change has been part of my life's work and it is a responsibility I don't take lightly. Being a global music ambassador is an opportunity to use my voice and music to inspire everyone. New generations of human beings from many places leading, activating and uniting making a better world through Music which is THE universal language.”
Denyce Graves
American mezzo-soprano Denyce Graves has graced nearly all of the major world opera house stages and concert halls during her three-decades long career. Graves is also the Artistic Director and Founder of the Denyce Graves Foundation.
"I am deeply honored to have been chosen as a global music ambassador. This role is a profound responsibility, and I am excited to share the richness of my culture with others while fostering mutual understanding and respect. I hope to bridge cultural gaps, celebrate diversity, and promote the universal values of peace and harmony. I look forward to engaging with communities around the world and creating meaningful connections that transcend borders."
Grace Bowers
Emerging on the music scene as a dynamic performer, Grace Bowers has played the Allman Family Revival at the legendary Ryman Auditorium, notably made her Newport Folk Festival debut in 2023 with three sets and is slated to release her debut album this year.
"Music is one of the most important things to me and has brought so many incredible people into my life. I'm honored that I get to be a U.S. Global Music Ambassador, it's a very cool opportunity for music to bring the world together and help further peace."
Herbie Hancock
Herbie Hancock is an internationally renowned pianist and composer who is one of the most innovative and influential musicians of our time. A true icon of modern music, he has shaped the direction of jazz, fusion, funk and hip-hop for more than six decades.
“There has never been a greater need for music than right now. My entire life has been devoted to making connections with people through music, and serving as a United States Global Music Ambassador is an incredible opportunity to work with the U.S. State Department, YouTube and my fellow musicians to promote peace and unity for citizens around the world.”
Jelly Roll
Jelly Roll is an award-winning, Grammy nominated singer/songwriter whose debut Country album, Whitsitt Chapel, secured Top 3 on the Billboard 200 All Genre Chart and #2 on the Top Country Album charts. The Billboard Country Power List Cover star received Billboard’s 2023 Breakthrough Award and the People’s Choice Award for Male Country Artist of the Year.
“I was just able to announce my first official international tour dates, so partnering with YouTube and the U.S. State Department to be a Global Music Ambassador feels especially meaningful.”
Justin Tranter
A two-time Grammy nominee, Justin Tranter is one of the most in-demand producers and songwriters in music today, an ACLU Bill of Rights Award-winning activist and founder of Facet Records and Facet Publishing.
“As a global music ambassador, I'm honored to represent my country and harness the craft of songwriting to help foster peace and unity. Through melody and lyric, I strive to create songs that resonate globally, celebrating our shared humanity while acknowledging our unique experiences. Collaborating with artists from diverse backgrounds, we create a harmonious chorus that transcends differences and inspires connection. As an Ambassador I hope to continue using the power of music to bridge divides, heal wounds, and ignite a collective spirit of hope.”
Kane Brown
Named “the future of country music” by Billboard, multi-Platinum-selling, award-winning singer/songwriter Kane Brown recently released the follow up to his 11th #1 single at Country radio - “Miles On It” with Marshmello and is on his 2024 In The Air Headline Tour.
“I’m proud to be a Global Music Ambassador and tour the world while representing country music to fans everywhere. Music brings people together and I feel so fortunate that I am able to be a part of that through touring the world. I’ve gotten to meet so many incredible fans in so many different countries across the globe."
Lainey Wilson
Lainey Wilson is a multi-award-winning singer-songwriter and actress, who took home her first Grammy this past year for “Best Country Album.” One of the most awarded artists at the 2023 CMA Awards, Wilson has proved to be quite the “artist to watch.”
“I am so honored to participate in this program as a U.S. Global Music Ambassador for the launch of the Global Music Diplomacy Partnership” says Wilson. “The power of art and storytelling is incredibly important and I'm grateful to have opportunities to tour and connect with people over songs and music around the world.”
Teddy Swims
Steadily climbing his way to the forefront of popular culture, Teddy Swims has spent most of 2024 on his sold out ‘I’ve Tried Everything But Therapy’ world tour, released a live version of the album alongside his band Freak Freely and I’ve Tried Everything But Therapy (Part 1.5).
"When Youtube came to me about becoming a part of the US Global Ambassadorship program, it was a no brainer. I’ve said it before - music saved my life and being a part of a program that believes in the power of bringing people together from all walks of life, generations, and cultural backgrounds through music is what I love and hope to do with my music. I always say that we need to build longer tables, not taller fences.”
More like this
As the heart of global music culture, YouTube is the ideal platform to amplify these voices. But this is just the beginning. We'll be investing in micro-grants, using music for language learning, supporting creative economies worldwide, and leveraging major global events to spread the message of unity through music. Read more about today’s announcement here.
The message is clear: Music transcends differences and reminds us of our shared humanity. Join us as we embark on this journey to use music to inspire peace for all and stay tuned for more updates and inspiring stories from our Global Music Ambassadors!