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Oasis reunion won’t bring back Cool Britannia

'Please don't put your life in the hands of a rock and roll band, who'll throw it all away.' Credit: Getty

August 27, 2024 - 8:30am

Oasis is back. After years of feuding, Liam and Noel Gallagher have finally buried the hatchet to reclaim the Britpop throne they abruptly abandoned in 2009. Following days of not-so-cryptic teasers on Instagram and X — and Liam’s pointed dedication of “Half The World Away” to his brother at Reading Festival — Oasis has this morning officially announced a 14-concert reunion tour for summer 2025.

For Oasis fans — myself included — this is welcome news. Despite 15 years in the wilderness, the band’s popularity has arguably grown. Noel claims that the band continues to sell as many records as when they were together. “Wonderwall” alone has over 2 billion streams on Spotify — a primarily post-breakup platform. No doubt we will see a ticket war. Starved centrist dad Britpoppers and a TikTok-addled Gen Z will battle for a chance to witness the nostalgia of the Cool Britannia icon made flesh.

Yet, as with the notable coinciding return of a new New Labour, Oasis’s comeback tour will not usher in the dawn of Cool Britannia 2.0. Quite the opposite: the ghost of “Things Can Only Get Better” has been thoroughly exorcised. In fact, Oasis’s reunion has been announced on the exact same day Prime Minister Keir Starmer utters the literal phrase: “Things will get worse before they get better.”

The Britain to which Oasis returns is a far cry from the optimistic, buoyant nation of the Nineties. Back then, the country was infused with a self-confident swagger epitomised by Britpop and Tony Blair’s dynamism. Rather than providing cultural rejuvenation, this will merely be a social media event. The Sunday Times is already crowing that this “will clearly be the event of the summer”. However, such sentiments are a pang of nostalgia for a time when prestige acts were forged by legacy media, not recommended by algorithms. In an atomised media and cultural environment, where cultural production and consumption are unmoored from any coherent, modern, singular sense of what “Britishness” truly is, Brits are simply searching for something that feels like home

The late Marxist philosopher and pop culture theorist Mark Fisher foresaw this age. In his 2014 essay “The Slow Cancellation of the Future, he wrote that “the period from roughly 2003 to the present will be recognised — not in the far distant future, but very soon — as the worst period for (popular) culture since the 1950s”. Although art has always been haunted by what came before, many modern social pressures are conspiring to limit creativity: a precarious job market, ever-more-expensive living costs, cultural and technological overstimulation, and a music business that tends towards monopoly instead of independent variety.

Yet the celebration of Oasis’s revival further signals that we have reached a cultural impasse; we are not only haunted by the past, but cannot imagine better futures. Market incentives drive culture-makers to reheat what has been tried and tested. Just as Labour and the Conservatives hark back to Blair and Thatcher to spark emotion or steal ideas, the notion that Oasis’s tour might be the event of 2025 reflects what Fredric Jameson calls “the imprisonment in the past”. In his work Postmodernism and Consumer Society, Jameson argues that “in a world in which stylistic innovation is no longer possible, all that is left is to imitate dead styles.”

Britain is not alone in its yearning for the past. In America, Hollywood has become unable to produce anything that is not a sequel, reboot, remake or biopic of a past figure. A recent study by EntTelligence, a cinema market research platform, found that of the top 60 highest grossing films at the box office, only five could be classified as original. Worse still, there are another 135 sequels in production. Internet pundits were quick to spot that the recent announcement of Shrek 5 coincided with the return of Labour — with the previous four films made under Blair and Brown.

The word nostalgia is etymologically rooted in the Greek nostos meaning “returning home” and algos meaning “pain”. The Nostalgia Industrial Complex, embodied here by the ageing Gallaghers, is merely a product of our collective inability to envision a future for Britain that feels as cohesive and inspiring as the past once did — and it’s painful. Until we actively confront our lack of a bold, inspiring story for our national future, we will continue to be haunted by our dreams of the past. Noel and Liam may no longer be looking back in anger — but we are a long way from looking forward with vigour.


Louis Elton is a theological anthropologist, strategy consultant and conceptual artist.

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Kiddo Cook
Kiddo Cook
3 months ago

The only dynamism exhibited by Tony Blair (and Thatcher for that matter) was the speed with which he sold us out. He had not so much something of the night but, something of the snake about him; oil, salesman, forked tongue and endless re-coiling falseness. Steal their ideas? Yeah and, what were they exactly? They both conned the people into mistakenly believing that giving away our riches was identical to creating value. Any idiot can sell things for free…as we’re now beginning to see.

Billy Bob
Billy Bob
3 months ago

I think the author is reading too much into it personally. Probably the biggest band of the 90’s are playing their first gigs in 15 years, and all of us who grew up with them are looking forward to hearing them live again.
There’s nothing else to it

Brett H
Brett H
3 months ago
Reply to  Billy Bob

For a moment I read your last line as “There’s nothing else to do.”

Martin M
Martin M
3 months ago

The prevailing wisdom is that the tour is happening because Noel needs to top up his finances post-divorce, but so what. It will sell out, and the fans will have a great time.

rchrd 3007
rchrd 3007
3 months ago

Was walking past a cinema yesterday. There was a poster for Beetlejuice 2!

Andrew D
Andrew D
3 months ago

‘Louis Elton is a theological anthropologist, strategy consultant and conceptual artist’.
‘Nuff said!

Brett H
Brett H
3 months ago
Reply to  Andrew D

I liked it all the same

Hugh Bryant
Hugh Bryant
3 months ago

Our parents got The Beatles, Bob Dylan, Stevie Wonder, Marvin Gaye, Joni Mitchell, Steely Dan …
We got the inane lyrics, one-key-three-chord songs, wall-of-noise guitars and monotonal snarling of Oasis and Blur.
Now that’s real generational unfairness!

John Riordan
John Riordan
3 months ago

I’m not sure I agree with the analysis, but the main point is undoubtedly correct: the Britain in which Oasis was cool no longer exists, and in fact looks like nostalgia a little too painful to contemplate.

The 1990s was so much better than now in every conceivable way with the exception of technological advancement (and even there, it’s not all better). I don’t spend too much time mulling it over, but I have to wonder at times how we managed to f**k things up so badly?

UnHerd Reader
UnHerd Reader
3 months ago

Does anyone really care?

Finn Koefoed-Nielsen
Finn Koefoed-Nielsen
3 months ago

Mark Fisher was a Guy Debord tribute act for media studies midwits, and Oasis were backward-looking and nostalgic back in the 90’s (where they belong).

Lancashire Lad
Lancashire Lad
3 months ago

Let’s face it, the Rolling Stones are still “rolling” despite the onset of decrepitude. They’re still selling out, whilst also “selling out” – having erased a couple of their most iconic numbers from their playlist, deemed now to be “offensive”. That was the point of their formation in the early 60s, surely?
As for Oasis, there’s no doubt they’ve provided a few iconic soundtracks to the canon. What they should really do is to write some new material which tries to capture how the UK feels now. No doubt minor keys would be appropriate.

Brendan O'Leary
Brendan O'Leary
3 months ago

Oasis turned my kids’ cohort from video gamers to music fans.
One day I came home and instead of seeing them staring at screens, buried in games, they were sitting in the stairwell with guitars, playing Wonderwall.
Maybe it wasn’t that sudden, but it seems like it.
Andy Edwards, the jazz/prog-rock drummer, does an affectionate/critical tribute to Oasis and their reunion on his YouTube channel today. Check it out.

M James
M James
3 months ago

Lost in all the Cool Britannia talk is the reconciliation of two brothers. And if material needs are at the back of it, so what? So was the return of the Prodigal Son.

That’s the (real) story, Morning Glory.

Hugh Bryant
Hugh Bryant
3 months ago
Reply to  M James

the reconciliation of two brothers
Which will last about a week, probably.

Andrew Thompson
Andrew Thompson
3 months ago

Apologies for swimming against the current nostalgia tide for two miserable looking, argumentative, money grubbing brothers but I’m getting a bit tired now of reading about them (came here solely for the comments) The BBC’s far left propaganda web site seems to relay their miserable faced ‘jolly happy announcement’ breathlessly day after day..well when they have the room to after breathlessly printing whatever Sir Kneelalot had for his breakfast/dinner/tea/supper/how much mess the Tories left him/what time he went to bed last night….etc’ etc’ etc’

Andrew Thompson
Andrew Thompson
3 months ago

Can we have the Nolans next please or Mary Hopkins?

Matthew Jones
Matthew Jones
3 months ago

Western (and so all) civilization peaked in the 90s. The 90s were optimistic because even though they were a hedonistic time, they were somewhat conversely, also an innocent time. In the 90s people created and experimented with the free abandonment of children.

Looking back at where the 90s sat, at the tail end of a century of rapid technological advancement and equally rapid moral decline, it’s clear that we were nourished by the last drops of Christian culture. Now we have drank the well dry, and if we don’t fill it up we will, as a culture, completely lose grip on reality. There will no ‘religio’ to tie the different strands of our percieved existence together, and we will become increasingly anxious and miserable blindly grasping for meaning in a yawning chasm of nothingness.