Pepsi announced on Sunday that it is withdrawing its sponsorship of the Wireless Festival in London following backlash surrounding the headlining appearance of Kanye West. West has just launched a tour to promote his new "Bully" album and clips showing his intense stage have gone viral across social media.
The company did not mention the rap icon by name, but the announcement came just hours after Prime Minister Keir Starmer condemned the booking of the controversial rap super star. According to Variety, Pepsi issued a statement to British news organizations that stated, “Pepsi has decided to withdraw its sponsorship of Wireless Festival.” Since 2015, the festival has been named “Pepsi MAX Presents Wireless.”
Starmer told the Sun that West should not be platformed, given his past remarks.
“It is deeply concerning Kanye West has been booked to perform at Wireless despite his previous antisemitic remarks and celebration of Nazism,” Starmer said. “Antisemitism in any form is abhorrent and must be confronted firmly wherever it appears. Everyone has a responsibility to ensure Britain is a place where Jewish people feel safe.”
As of Sunday, Pepsi branding remained on the festival’s website, where West is still scheduled to headline for three nights on July 10, 11, and 12, marking his return to London after 11 years. Ticket sales are set to go live on Tuesday, and no other artists have been announced.
Drinks giant Diageo also backed out of the festival.
The booking also drew criticism from London Mayor Sadiq Khan’s office. A spokesperson said, “We are clear that the past comments and actions of this artist are offensive and wrong, and are simply not reflective of London’s values.”
West has recently been attempting to rebuild his public image following years of controversial remarks, including statements about the Jewish community and a song with the lyrics "heil Hitler." He recently performed two nights at SoFi Stadium in Los Angeles, alongside artists Lauryn Hill, Travis Scott, his daughter North West, and others.
In January, West published a full-page ad in the Wall Street Journal in which he apologized for his previous remarks, saying he has been receiving treatment for a brain condition and has been suffering from “a four-month-long manic episode of psychotic, paranoid and impulsive behavior that destroyed my life.”
