All Hail The New Young British Artists

The Young British Artists were a group who took practically took over Britain in the mid to late 1990s. If the 1990s heralded 'cool' Britannia then maybe this strange period after the turn of the New Millennium is the age of 'commercial' Britannia.
In the 90s Britain became cool again, the economy was booming and the Brit-Pop movement in music and the YBA's brought the country to the forefront of the world stage. Everything they did was the epitome of 'cool'. Oasis vs Blur, Hirst and Emin, Goldsmiths Art College and Manchester vs London.
Now we are seeing once again Britain becoming great, culturally again across the world. The incredible Opening Ceremony of the 2012 Olympics last year seemed to capture where Britain is right now, rather than like so many ceremonies in this country, looking back and mourning what we were. Britons seem to be happy where we are today. No longer do we long for a time when the sun never set on our Empire. Britain is content with being small.
We may no longer appear to have limitless money, like in the late 90s but the new Young British Artists are pioneers for a new austere age. Names like Gabriella Boyd and Max Dovey may be the new Hirst and Emin but with one clear difference, the super-confident times of the 90s have gone to be replaced by a nervous 'teenies'.
We are taking our place again, even if the 'cool' Britannia notion from the 90s has long since gone. 'Commercial' Britannia now rules over us. One Direction, Adele, James Bond, The Royals. These massive British brands are dominating the world, taking over American popular culture and making Britain, once again a cultural epicentre. It is fair to say, however, that without the advent of social media this may not have happened. If it wasn't for Twitter and Youtube teens in America may not have heard of One Direction, or Ed Sheeran or Emeli Sande. I have it on good authority that amongst the youth in America it is cool to discover the next big thing from the UK before anyone else. They may still see us as a nation of tea drinking royalists but also a nation that is incredibly 'cool'. So maybe my branding of the UK today as 'Commercial Britannia' in the context of America may be a little off. One thing is for sure, it may be 'Commercial Britannia' to us but for people all around the world it is 'Cool Britannia' long to reign over us. All hail the new Young British Artists.