Music and football making minority languages 'cool'?

There has been great progress in many minority or minoritised language contexts in recent decades regarding expansion of teaching of and in the language. This has often led to increasing percentages of the population being able to understand or speak the language. Yet, the equivalent data on language use is much lower and, in some cases, decreasing – particularly in the traditional speaking areas with the highest density. There can therefore be a disconnect between knowledge and usage, raising the question of what factors or sectors can influence the latter. The purpose of this post is to explore the notion of 'coolness' of minority languages, or 'subcultural capital' to give it a Bourdieusian label.