Sheeran said: “A decade on and my understanding of the narrative associated with this has changed, eloquently explained by @fuseodg”.
Fuse ODG had posted: “I refused to participate in Band Aid because I recognised the harm initiatives like it inflict on Africa.
“While they may generate sympathy and donations, they perpetuate damaging stereotypes that stifle Africa’s economic growth, tourism, and investment, ultimately costing the continent trillions and destroying its dignity, pride and identity.”
Fuse ODG won a Grammy for his collaborative work on Sheeran’s 2017 song Bibia Be Ye Ye. Now his own latest music video features beautiful waterfalls and bustling cities, as well as making nods to famous black leaders including former Ghana president Kwame Nkrumah.
Speaking about We Know It’s Christmas (Band Aid Reply), the songwriter said it was intended as “a reflection of where we’ve come from and where we’re going”.
“Ten years ago, I made a stand because I believed it was time for Africans to tell their own stories and to redefine the narrative,” he said.
“This song is a celebration of that shift. We’re no longer waiting for charity; we’re building our own futures,” he added.
“This is about empowerment, pride, and showing the world that Africa’s story is far more than poverty and aid.”
