May 1 1997, Channel 5 begins broadcasting and R Kelly is top of the singles chart with I Believe I Can Fly.  The election results are in.  Tony Blair and New Labour have ousted the Conservative party as the country’s leaders after 18 years. 

Four years on and Labour’s reign over British politics continues as they cruise through another election with a majority of 167 in Parliament.  R.E.M. sit triumphantly at the number one spot in the album chart with Reveal and low slung jeans with thongs as ‘decoration’ are all the rage. 

After the Thatcher years, bringing down the Tories was politically significant but what had secured Blair’s success?  Campaign songs that demonstrated that he understood the importance of music and celebrity for the youth of Britain. 

With an election looming, what are Gordon Brown’s chances of capturing the country’s spirit and emulating the success of ‘Cool Britannia’ in time to secure student votes?  Or does David Cameron have the upper hand?

Conor O’Dowda, a 2^nd year Aerospace Engineering and Astronautics with Space Technology student, offered: “Of the two of them [Brown and Cameron], Cameron seems the more media savvy.  They will just do as they are told by their advisors, though, with every effort to put themselves in the headlines.”

The arts saw a resurgence in the lead up to the ’97 election.  Kings of Britpop, Oasis, released the album Definitely Maybe in 1994 becoming the fastest selling first release by a band.  The album encapsulated Britain’s frustrations after the 90-92 recession with songs titled Live Forever and Cigarettes and Alcohol.  Reckless abandon and invincibility were the order of the day.   

Tony Blair capitalised on Oasis’ popularity and, invited them along with other cool kids of the arts boom, Vivienne Westwood and Simon Mayo, to a celebrity packed party at Number 10 just months after booting out John Major.  Caught on camera shaking Noel Gallagher’s hand, Blair was celebrated as the most ‘down with the kids’ Prime Minister the country had ever seen.      

Fastforward 13 years and Oasis are no more, despite winning Brits Album of 30 Years last month for (What’s The Story) Morning Glory.  Noel was left out of the acceptance speech mumbled by brother Liam who has since entered into a slanging match with national treasure, Pete Kay.  Current PM, Gordon Brown, has no musical hand to cling on to.

Joe Gardner, a 1^st year Creative Writing and Journalism student, adds: “It looks like Gordon’s given up on the whole smiling thing.  I think he’s better off just being his miserable stoic self.  At least you know what you’re getting.”    

Now that we’re in the Age of the X, perhaps Brown could befriend JLS or Cheryl Cole to boost his media persona. But after crowd crushes at the former’s early gigs and Cole’s marriage breakdown, these may not be the wisest choices of celebrity friends.

Olivia Edwards, a 3^rd year Drama student, thought Brown or Cameron might appear on Eastenders after Boris Johnson’s starring role.  “Or maybe there will be a special Jeremy Kyle show”, she added. 

Instead, Brown opted for tearful telly interview with media mogul supreme, Piers Morgan – which may have lost more fans than it won.

Leader of the Opposition, David Cameron, has set up “Webcameron” so his fans can follow his every move – surely the mark of a man who understands a generation used to having information at the touch of a button.

“No doubt Cameron has got more tricks up his sleeve.  Personally I think he comes across a bit slimey.  You wonder if he’ll really still be tying his bike to the railings of Downing Street if he wins or if he will go back to the Chelsea tractor?” comments Joe. 

The winner of the next election will be the politician that takes part in and understands the British media.  Wives attending fashion events and a little webcam will not be enough.  Pictures of Gordon Brown and Dizzee Rascal grabbing a coffee or David Cameron and Jordan falling out a nightclub may never happen but it would boost their rating in the celebrity hierarchy. 

Conor, 21, would like to see Cameron out on the town with Russell Brand while Joe, 20, thought Stephen Fry would make the perfect politician’s companion “because I think he’d make them see sense.”   

One thing is certain, after Blair’s choice of campaign song in ’97 insisting that Things Can Only Get Better, both Brown and Cameron should definitely choose their songs wisely.