Kanye West returns to the mainstream, but is it the right choice?

Editor’s note: This article references antisemitic language.

He is one of the most controversial figures in the music industry. 

Ye, who changed his name from Kanye West in 2021, has made numerous antisemitic remarks, praised Adolf Hitler in his music and public speeches, and threatened people online. Despite his actions, Ye sold out SoFi Stadium twice in early April and attracted tens of thousands of fans who, at times, even recited his verses in unison.

Ye earned $33 million from his shows. The rapper attracted around 70,000 fans each night.

His latest album, Bully, is widely regarded as a commercial success.

However, some of the world’s most powerful brands refuse to collaborate with Ye, placing trust and public wellness over fate and social outreach. Adidas and Balenciaga have previously ended their partnerships with him over his antisemitism.

The case of Ye emphasizes the importance of reputation in today’s world, as well as the limits of forgiving celebrities. Partnerships are no longer driven purely by popularity but by trust, particularly in the face of accountability.

Alongside the end of his brand deals, he was denied entrance into the U.K. earlier this spring by the British government. The London event he was set to headline, Wireless Festival, was soon cancelled.

This ban shows that trust is chosen over public attention by both governments who value responsibility and brands who prefer stability in the public eye rather than risking their reputation.

During an appearance on Alex Jones’ InfoWars in 2022, the rapper praised Hitler while hatefully targeting Jewish people.

“I see good things about Hitler…. I love Jewish people, but I also love Nazis,” Ye said.

Public figures with large audiences have huge influence over their fanbase’s cultural views, and Ye has a direct responsibility over his words and actions.

“So I became a Nazi, yeah / Bitch, I’m the villain” are lines from his song, “Heil Hitler,” which was removed from many streaming platforms following international criticism.

This song is a direct promotion of terrorism, death caused by wars, and traumas left because of them.

Such propaganda can lead to possible aggression, human rights violations, and harmful behaviour to those unable to tell apart hype from actual danger.

It also reveals an uncomfortable truth about the inequalities between female and male artists.

Women artists for decades have faced more serious consequences for their actions — even when they were the victims.

When Justin Timberlake accidentally exposed Janet Jackson’s chest during the 2004 Super Bowl halftime show, Jackson was blacklisted from the industry and struggled under media and social pressure.

Britney Spears also suffered mentally because of invasive paparazzi. Instead of empathy, she received negative public attention, which led to even more personal instability and insecurities.

The industry — as well as ordinary people — have double standards for female and male artists.

Women are considered to be “overly emotional” or “unstable.” Male artists are shown grace and are more likely to be protected, and even admired, when it comes to bad behaviour, including attacking minorities.

Ye apologized in a full-page ad for his antisemitic behaviour, blaming it on his bipolar disorder.

Mental health issues can absolutely have some impact on his social actions, but excuses should not be expressed after facing financial and economic pressure. Actions, especially repeated ones, say more about a celebrity’s intentions than carefully created statements.

This does not mean that artists are not allowed to change for the better or recover their reputation.

Despite Jewish people in the Netherlands protesting for its cancellation, Ye performed at the GelreDome Stadium in Arnhem earlier this month.

There are some people who separate the artist from the art, and claim they just enjoy listening to his songs and do not want to know more about his life or political position. But doing so just leads to public figures avoiding responsibility after scandal and gaining more profit and attention after all the harm they caused.

Ye’s comeback highlights that power and money can buy some people’s trust and excuse unethical behaviour.

Yet, some global brands and governments remind us about the importance of accountability over fame — and their position may play a crucial role in Yes long-term career.