Macron vows to keep Emily in Paris

French President talks AI's dangers, Taylor Swift's power in candid interview

France is no stranger to cultural dominance, but in an era where pop culture reigns supreme and artificial intelligence (AI) looms large, President Emmanuel Macron is on a mission to remind the world why his country is still at the forefront of global artistic innovation.

In an interview with Variety ahead of the Francophonie Summit—a prestigious gathering of heads of state celebrating French language and culture—Macron shared his thoughts on everything from Taylor Swift's seismic influence to the dangers AI poses for democracy. He even touched on losing Emily in Paris to Rome for its upcoming season, with a humorous vow to "fight hard" to bring it back.

Macron opened up about how France's artistic contributions play a crucial role in shaping its future, and why pop culture, even in its most commercial forms, can't be dismissed. After all, France recently hosted a dazzling Summer Olympics in Paris, with performances from Celine Dion and Lady Gaga stealing the show, making it a moment of national pride.

The Olympics and emotional performances

When asked about his favourite Olympic moment, Macron couldn't help but reflect on the unexpected victory of swimmer Léon Marchand, who nabbed two gold medals within hours, despite not being the favourite. "It was incredible," Macron said, clearly still amazed by Marchand's achievement. Another standout memory? The national judo team clinching gold after an intense finale against Japan. But for the French President, it wasn't just the athletes who stirred emotions during the Games.

"I think everybody was emotional when Celine Dion sang at the opening ceremony," Macron confessed, recalling the goosebump-inducing moment when the iconic singer appeared by the Eiffel Tower to perform Edith Piaf's Hymne à l'Amour. According to Macron, the surprise appearance was a high point, leaving the audience in awe.

Lady Gaga also made an impression by delivering a heartwarming performance in French, which Macron praised for its effort and authenticity. "I know she worked a lot," he said, underscoring the unifying power of art across borders. "She decided to sing Zizi Jeanmaire and be part of this French culture. And she took a lot of risks, and she did great."

Taylor Swift's cultural juggernaut

Speaking of global cultural forces, few names come to mind as quickly as Taylor Swift, whose Eras Tour has been a worldwide phenomenon. Macron spoke about the importance of her concerts in France, particularly in May before the rise of terrorist concerns in Europe that later cancelled some of her shows elsewhere. For Macron, Swift's shows had a palpable economic impact on the cities she visited and united people of all ages in a way that few artists can.

"She's one of the few artists who can gather so many people," Macron said, noting that her performances not only provided joy to her fans but also bolstered the local economy. "This is a phenomenon," he added.

In a lighter moment, Macron chuckled when confronted with the rumour of a deepfake video circulating online, depicting him dancing with Swift. "I haven't seen that one," he said, though he recalled a different AI-manipulated video showing him kissing one of his security officers. While Macron brushed off the humour in these fabricated moments, he raised serious concerns about the broader implications of AI.

Dangers of AI

Macron didn't shy away from discussing the dark side of AI, particularly its ability to create disinformation and manipulate reality. "We can do all sorts of things with AI, but for people who are vulnerable, it can plunge them into depression. It can be a form of harassment," he warned.

Deepfakes, in particular, pose a risk to democracy by distorting truth and spreading misinformation, something Macron believes must be regulated. For the French President, part of the solution lies in holding those who disseminate such content accountable. He emphasised the need for labelling AI-generated content clearly, allowing people to understand that what they're seeing isn't real. "We need to create these regulations for our democracies to function," he stressed.

With the recent Hollywood strikes over AI's role in entertainment, Macron took the opportunity to reflect on Europe's stance, particularly with the continent's new AI Act. This piece of legislation is viewed as a victory for creators, aiming to protect their rights in an age where AI can easily generate music, art, and writing. Macron is proud of France's leadership in pushing for stronger copyright protections across Europe, but he admits the fight is far from over.

"The AI Act was a European victory for the rights of authors," Macron said, adding that France's copyright system served as a model for other countries. But the challenge remains in ensuring that creators are fairly compensated, especially with the rise of music streaming platforms that disproportionately reward mainstream artists.

For Macron, it's not enough for megastars like Taylor Swift to dominate streaming charts. He hopes for a future where more niche artists—names like Étienne Daho and Barbara Pravi—can also thrive financially. "It's not that simple," Macron remarked, noting the need for a more balanced model that values a variety of artists, not just those who rake in millions of streams.

Losing 'Emily in Paris'

to Rome

No conversation about French pop culture would be complete without mentioning the Netflix sensation Emily in Paris. Macron's wife, Brigitte, even made a brief cameo in the fourth season, which the President described as a proud moment. "It's good for the image of France," he said, praising the show for its positive portrayal of the country.

However, with the fifth season set to take place in Rome, Macron joked that he would "fight hard" to bring the show back to its rightful home. "Emily in Paris in Rome doesn't make sense," he quipped, before adding with a smile, "I'm less attractive than Brigitte, so no cameo for me!"