EDITORIAL | From Bonang to Beyoncé, it’s time to spotlight celebrity political opinions

When they aren’t jet-setting or ruling red carpets, celebrities can often let us in on their world in less remarkable ways. And no, this is not during those big tell-all interviews we’re used to watching or reading about but when they are compelled to share their opinions on sociopolitical matters.

One might make the assumption that celebrities and public figures should not be expected to have an opinion on these matters, but what happens when they are able to sit on the fence when there are polarising issues where their opinions can result in their next big pay cheque?

Take the recent bombshell that saw fashion designer Thula Sindi turn heads for his alleged part in Terry Pheto’s R5m lottery scandal. Sindi is said to have received a portion of the money, which contradicted his usual stance of shaming politicians on his X account over squandering state funds.

Celebrity culture has always been aware of its role and place when it comes to its stance on issues that hit home and those outside their borders. Take the recent Netflix documentary that looks into the recording of We Are The World, an anthem featuring the top artists of the mid-80s.

Spurred on by Harry Belafonte, a star who has never shied away from political opinion, the documentary sees the heartwarming reasoning behind the record but also looks back at what it took to wrangle the biggest names in music for one song. However, the making of such a record had its quirks. For one, it was admitted that artists were picked purely out of being favoured, while the likes of Stevie Wonder were quick to become ethnocentric when using Swahili to capture the plight of Ethiopians.

On the local front, music and politics have often gone hand-in-hand. Johnny Clegg was a force to be reckoned with as he rebelled apartheid laws and crafted rock music with Zulu influences. Starlets like Brenda Fassie could effortlessly flow from Bump Bump Party Time to Black President. It was not strange territory to expect political opinions from stars in the entertainment industry.

This is where the water gets muddied, as often celebrities benefit from sharing their opinion or engaging in the politics of their time. Politically charged music is not free art and often puts artists like Fassie, Clegg and the We Are the World gang on the charts and heavy bankrolls. While the latter donated millions through merchandising and promotion, the song said nothing of the actual plight in Ethiopia and with lyrics that had a “distasteful element of self-indulgence”, according to activist Reebee Garofalo.

In 2019, Cyril Ramaphosa took a livened approach by enlisting the it-girls and boys of the time, including the late AKA and Bonang Matheba, who were seen in streaming sessions with the president. A win-win situation for both sides as Matheba was promoting her BNG champagne that was delivered to Ramaphosa’s home. While they all faced backlash for appearing in the video, it would come back to bite Matheba when The Citizen reported on the misogyny she experienced after her call for Ramaphosa to resign.

A globalised society also makes it difficult to ignore topics that are on platforms such as social media. With millions finding it unavoidable to confront hot topics like Me Too or Black Lives Matter, for celebrities, there was a general threat of keeping up with the sociopolitical Joneses by sharing an opinion that was not going to get you cancelled. Social media is not just a platform for celebrities to hone their clout but a space where any irresponsible message can affect the millions who follow them.

This can often add fuel to the fire for stars like Beyoncé who keep out of the spotlight. As she became more reclusive by only giving a window into her world via documentaries, the lack of opinions from her creates a paradox where her shifting ideologies can be confusing. Much like her Lemonade album that tackled the Black Lives Matter movement, while commenting on the plight of African American women and her tumultuous marriage to Jay Z.

Netizens on X and TikTok became furious with the star when they found her behind-the-scenes documentary for Renaissance: A Film by Beyoncé would be aired in Israel at the heat of the conflict with Palestine in 2023. While the movie and its subsequent album also pay homage to yet another minority group, there was a lack of consistency in Beyoncé’s concern for the oppressed when profits were to be made.

Similarly, Taylor Swift has been taken to task for jumping on the bandwagon of feminism when it best suited her. The same can be said for her climate activism, which is contradicted by her commitment to increasing air pollution. 

Much like Matheba, both Swift and Beyoncé have endorsed politicians in the past, albeit not being as consistent as the queen of BNG by holding the said politicians accountable on the same platforms. Especially those two stars can rattle the economic standing of whatever country they are touring in.

When we don’t consider the political opinions of stars like Swift, Sindi or Beyoncé, we run the risk of not holding them accountable when their politics becomes contradictory, especially if they profit by commodifying their views. It creates an entertainment industry where billions of dedicated fans can be swayed depending on who pays their favourite stars enough in clout or coins.