Palestinian Music and the Potential for the Nation Branding of Palestine

Abstract

This article explores the potential for Palestine, a nation that has long fought for visibility, recognition, and independence, to use music for identifying itself within the broader contexts of nation branding and soft power. For Palestine, nation branding initiatives have been largely organic, driven by the cultural and artistic expressions of its people rather than a cohesive and strategic approach from the authorities. This article investigates how Palestinian musicians contribute to their nation branding. We use interpretive analysis to examine four documentaries and five feature stories produced by global mainstream media organizations, including Al Jazeera English, BBC, CNN, AFP, France 24 English, and PBS. The findings show that Palestinian musicians can add substantial value to the branding of Palestine. Their focus on identity, resistance, and freedom allows them to use music effectively to connect with and communicate a positive image to a global audience. The challenges for Palestinian musicians remain the capacity to break through the digital noise in the ever-increasing competition for online attention, and the capacity of the Palestinian authorities and civil society to allocate resources to support and promote Palestinian cultural initiatives within a long-term nation branding strategy.