On July 4, U.S. sport shoes company Nike released a commercial that included a track named “Gold” by UK garage artist Conducta and the music group Biji, a creative duo consisting of Robin Nazari, a Kurdish artist and actor, and Maceo Frost, a director and music producer.
However, the video shared on Nike’s social media platforms was later removed, without any clarification by Nike.
“Just over a year ago, we released ‘Gold,’ a track celebrating Kurdish and British culture. We were honored when Nike chose our song to launch their ‘Air for Athletes’ campaign ahead of the Olympics,” Conducta and Biji stated in a press release posted on X on July 23.
“On July 4, the advertisement featuring Nike athletes and our song went live. However, within approximately 48 hours, the video was inexplicably deleted from all social media platforms.”
A joint statement from myself & @biji_________ regarding our track Gold being removed from the Nike Air for Atheletes campaign
— Conducta (@ConductaUK) July 22, 2024
A big thank you to everyone who reached out and spread awareness during the situation ? pic.twitter.com/vMet1EVZbm
This happened after several Turkish media outlets criticized the advertisement as propaganda.
“This occurred amidst significant online attention and unfounded media narratives branding us as ‘propagandists’ and ‘terrorist’ sympathizers due to the lyrics ‘I like to wear my gold, like a Kurdish mom, London to Kurdistan’,” the artists said.
“Nike’s silence and failure to address these allegations have damaged our brands and reputation,” Conducta and Biji underlined.
“Artistic expression is a fundamental right and a tool for fostering understanding between cultures. By removing the song with no justification, Kurdish voices have been marginalized.”
The artists added that the removal of the music sets a dangerous precedent, suggesting that certain cultures do not deserve an international platform.
“It is crucial for multinational corporations like Nike to be held accountable for their actions, especially when their decisions perpetuate stereotypes, censor artistic expression, and adversely affect individuals’ lives and careers,” they concluded.
