John Tones
WriterI've been writing about culture for twenty-something years and, at Xataka, I cover everything related to movies, video games, TV shows, comics, and pop culture.
What rapper Kanye West did this weekend marked a turning point for an artist long known for his eccentric choices, but who’s now radicalizing his political statements in ways that are increasingly difficult to dismiss as mere outbursts. His latest move: purchasing a million-dollar ad slot during the Super Bowl to direct viewers to his website, where the only item for sale was a white T-shirt with a swastika printed on the chest (page down as of this writing).
Super Bowl events. West appeared in a quirky ad that aired only in the Los Angeles area, promoting his brand’s Yeezy.com store. The ad featured him in a dentist’s chair, saying he had spent the money on new dentures and was filming with an iPhone. The joke referenced claims made by his former publicist, alt-right figure Milo Yiannopoulos, who accused a dentist of injecting West with nitrous oxide to rob him. This wasn’t his only recent display of extravagance. He attended the Grammys with his wife, Bianca Censori, who wore a completely see-through dress.
Swastika T-shirts for $20. Before West changed the contents of his store the same night the ad aired, it displayed its usual offerings: T-shirts, pants, and jackets he had been selling for months. According to Variety, changes may have been made to prevent advertisers from pulling the ad. The ad aired only in some local markets, where scrutiny is traditionally lower, which may explain why it didn't initially set off alarms. Still, West has been in the public eye for years over issues related to Nazism.
Deactivated accounts. On Feb. 10, West’s X account was deactivated—either voluntarily or by the platform—after he spent weeks posting problematic comments such as “I’m a Nazi” and calling Hitler “so fresh.” Anti-discrimination groups strongly criticized his messages, and celebrities, including Friends actor David Schwimmer, urged X owner Elon Musk to take action. Again, this isn’t the first time West has been accused of anti-Semitism, racism and misogyny, as Anti-Defamation League CEO Jonathan Greenblatt has stated.
But is he a Nazi? At the very least, West has expressed deeply anti-Semitic views and associated with white nationalists for years. In late 2022, when his most radical actions began, he visited President Donald Trump’s Mar-a-Lago estate with white supremacist and anti-Semite Nick Fuentes. Three days later, he announced his candidacy for president.
From there, he moved through extremist media, making increasingly inflammatory statements. His rhetoric was so extreme that even Alex Jones, the controversial Infowars host, had to push back when West declared, “I like Hitler” and “we have to stop talking bad about Nazis all the time.”
Dangerous friendships. West has aligned himself with several far-right figures in recent years. He wore a “White Lives Matter” T-shirt at Paris Fashion Week alongside conservative vlogger Candace Owens. He also gave an interview to Fox News’ Tucker Carlson that had to be edited to remove virulently anti-Semitic comments.
Goodbye, Adidas. West has lost multiple business partnerships. Balenciaga cut ties with him in 2022. His talent agency, Creative Artists Agency, dropped him in 2024. The production company MRC shelved a documentary about him. The most high-profile loss came when Adidas ended its partnership with West, a move estimated to cost the company $248 million.
In March 2024, it seemed this would be the peak of West’s radical shift. However, things have changed since then.
Image | Super 45 | Música Independiente
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