Singer, Ed Sheeran announced his refusal to participate in the Band Aid – 2024 Ultimate Mix—the 40th Anniversary Edition of the iconic charity single Do They Know It’s Christmas?. This has not only sent ripples through the music industry but also has significant implications for all leadership communities. His stance, informed by Ghanaian-British rapper Fuse ODG’s critique of the song’s colonial tropes, I think raises important questions about the role of leaders in challenging outdated narratives and fostering meaningful engagement.
Sheeran’s rejection of the 40th Anniversary pop song wasn’t simply a matter of personal taste. Instead, it highlighted a significant cultural shift representative of an additional level of sensitivity and understanding: one that prioritizes dignity and empowerment over patronizing portrayals and Western intervention. Fuse ODG’s longstanding criticism of the charity sector’s reliance on harmful stereotypes has gained traction, and hopefully inspiring leaders in all industries to rethink how they engage with global issues.
This isn’t just about a Christmas song. The legacy of Band Aid, led by Irish singer-songwriter and political activist, Bob Geldof, once seemed untouchable. Featuring legends like George Michael, Phil Collins, Sam Smith and Boy George, the original Band Aid charity track reached hundreds of thousands of people around the world and raised millions for famine relief in Ethiopia. Yet, decades later—with changing times and people armed with additional insights—questions about its underlying message—depicting African famine and despair through ongoing images of panicked children and exhausted women—have sparked a deeper conversation about the true cost of such efforts.
Here’s what I believe Ed Sheeran’s rejection of the Band Aid legacy, can teach leaders about taking a stand and navigating today’s complex cultural and social landscape.
1. Rejecting Colonial Tropes: Reclaiming Dignity and Empowerment
Ghanaian-English singer, Fuse ODG, whose real name is Nana Richard Abiona, has long been vocal about the charity sector’s harmful narratives. Speaking about Band Aid 30 and its predecessors, the rapper has described the songs as perpetuating “patronizing portrayals” that stifle Africa’s economic growth and global standing.
“By showcasing dehumanizing imagery, these initiatives fuel pity rather than partnership, discouraging meaningful engagement,” Fuse ODG wrote on social media. His critique is not just about Band Aid but about a broader pattern of Western intervention that undermines Africa’s unbridled potential as a resource-rich continent.
For leaders and marketers alike, the takeaway is clear: how you frame an issue matters as much as addressing it. Whether in charity efforts or corporate initiatives, narratives should empower rather than infantilize. Leaders must move from a savior mindset to one of equal partnership, amplifying local voices and respecting their autonomy.
2. The Cost of Performative Charity
The Band Aid 40th Anniversary Mix, like its predecessors, brings together a charity supergroup of artists such as Rita Ora, Robbie Williams, Chris Martin, and Nigerian singers like Fireboy DML and Burna Boy. While the intention may be noble, the execution can often ring hollow in today’s world, especially among savvier Gen Z audiences.
A study by Stanford Social Innovation Review found that overly simplified charity campaigns, like famine relief songs, can backfire by perpetuating harmful stereotypes. A 2024 study by Africa Practice and Africa No Filter found that negative media stereotypes about Africa are costing the continent approximately €3.8 billion annually. These narratives increase perceived risk among investors, leading to higher interest rates on sovereign bonds. Additionally, a 2024 article by Deutsche Welle discusses how global media often highlight conflict, poverty, and corruption in Africa, overshadowing the continent’s true potential and contributing to negative perceptions.
Ed Sheeran’s rejection of this charity track, I’d say reflects an evolving understanding of impact. On Instagram Stories, he credited Fuse ODG for helping him see the broader implications of the charity song, stating, “A decade on and my understanding of the narrative associated with this has changed.”
For modern leaders, this means rethinking performative gestures. Authenticity and long-term collaboration yield far greater results than flashy campaigns that fail to address root causes.
3. From Pity to Partnership: The Path Forward
Fuse ODG’s mission to reclaim the narrative has inspired a new generation of African artists and leaders. By rejecting the charity single model, he has championed initiatives that showcase Africa as a thriving hub of innovation and creativity. His own track, We Know It’s Christmas, offers a counter-narrative that celebrates Africa’s economic growth and cultural richness.
Leaders can take a page from this approach by fostering partnerships rooted in respect and equality. Research by the Brookings Institution shows that diaspora contributions—estimated at $50 billion annually—now far exceed traditional foreign aid, proving that Africa’s solutions lie within its own communities.
4. Courage in Leadership: Saying No to Tradition
Rejecting a legacy like Band Aid—which has featured icons from Sinead O’Connor to Roger Taylor—is no small feat. Yet Sheeran, much like Fuse ODG before him, demonstrated that real leadership sometimes requires saying no to tradition.
In a world where consumers and stakeholders demand authenticity, leaders who align their actions with their values are often rewarded. A 2021 Edelman Trust Barometer report found that societal leaders must lead with facts and act with empathy. They must have the courage to provide straight talk, but also empathize with and address people’s needs. This requires leaders who take bold, values-driven stances, even when those stances are controversial.
By stepping away from the 40th Anniversary Single, Sheeran has shown that integrity and personal stance are more important than appeasing public expectations.
The Big Picture: A New Era of Charity and Leadership
The criticism of Band Aid’s charity efforts—whether led by Ghanaian-British musician Fuse ODG, Sheeran, or others—marks a turning point in how we approach global challenges. It’s no longer enough to rely on colonial tropes or emotional imagery to drive donations. Instead, the focus must shift to empowerment, dignity, and meaningful engagement.
Bob Geldof dismissed accusations of colonial attitudes in the project citing how Band Aid had just given hundreds of thousands of pounds to help those running from the mass slaughter in Sudan.
“Those exhausted women who weren’t raped and killed and their panicked children and any male over 10 who survived the massacres and those 8,000 Tigrayan children will sleep safer, warmer and cared for tonight because of that miraculous little record,” Geldof stated.
“‘Colonial tropes’, my a**e,” he concluded.
As I reflect on Ed Sheeran’s stance and the Band Aid legacy—born out of a desire to keep people alive, from its early famine relief efforts to the 40th Anniversary Edition—I can’t help but see the new lessons it holds for leaders across every field as times and attitudes have changed—especially amongst Generation Z. If we want to stay relevant and impactful in today’s world, we must not only move beyond performative gestures but also toward fostering authentic partnerships that respect the autonomy of those we aim to support. Brands that demonstrate this level of sophistication will lead the pack.
This situation creates a challenge to every one of us to rethink how we engage with the world. It’s a call to action to embrace a new model of leadership—one rooted in sensitivity and empowerment rather than pity, collaboration rather than intervention, and authenticity over outdated tradition.
Because as I emphasize in my book, The Kim Kardashian Principle, true leadership isn’t about joining the chorus; it’s about defining your own voice—and in turn amplifying the voices that have long gone unheard, in the right way. And that’s the legacy I hope we can build—not just for today, but for generations to come.
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)