Fuse ODG Challenges Harmful Narratives with “We Know It’s Christmas”

British-Ghanaian artist Fuse ODG has reignited a crucial conversation about Africa’s portrayal in global charity initiatives. With his latest single, “We Know It’s Christmas (Band Aid Reply),” the Grammy-winning musician offers a powerful response to the 40th-anniversary remix of Band Aid’s “Do They Know It’s Christmas?”. This track not only critiques the outdated and damaging stereotypes perpetuated by the original Band Aid project but also celebrates Africa’s progress, pride, and resilience.

Reclaiming Africa’s Narrative

Fuse ODG has long been vocal about the harmful effects of initiatives like Band Aid. While the original 1984 song aimed to raise funds for famine relief in Ethiopia, its imagery and lyrics painted Africa as a monolithic, impoverished, and helpless continent. Speaking to the Guardian, Fuse ODG said:

“Band Aid portrayed Africa as one war-torn, starving place, which has contributed to a broader identity crisis for Africans. It’s like taking the Ukraine crisis and generalising it to all of Europe.”

The singer’s stance resonates with many Africans, both on the continent and in the diaspora. Fuse ODG highlights how such narratives have impacted Africa’s reputation globally:

• Economic Consequences: Africa’s “high-risk” label in global markets, fuelled by negative portrayals, has increased interest rates on sovereign debt, costing the continent billions annually.
• Identity Crisis: Repeated images of famine and poverty have undermined African pride and self-perception, creating long-term psychological harm.

A Decade of Advocacy

Fuse ODG first made headlines in 2014 when he declined an invitation to participate in Band Aid’s 30th-anniversary remake. At the time, he expressed concern that the project perpetuated damaging stereotypes, despite its charitable intentions. Reflecting on this decision, he said:

“While these initiatives generate donations, they cripple Africa’s identity and economic growth. My mission is to empower Africans to tell their own stories and reclaim their narrative.”

“We Know It’s Christmas”: A Celebration of Progress

Fuse ODG’s latest track, “We Know It’s Christmas,” is more than a song—it’s a statement. The accompanying music video showcases Africa’s diversity, featuring breathtaking waterfalls, vibrant cities, and nods to iconic leaders like Ghana’s first president, Kwame Nkrumah.

“This song is about empowerment, pride, and showing the world that Africa’s story is far more than poverty and aid,” Fuse ODG said.

The proceeds from the song will support the New Africa Growth and Relief Fund, an initiative Fuse ODG launched to provide a financial safety net for the continent.

Empowering Solutions

Fuse ODG’s vision extends beyond music. He has initiated several projects to promote Africa’s cultural and economic independence:

1. School of New Africa (SONA): A platform using gamified learning to teach African history and culture, highlighting figures like Congolese scientist Prof. Jean-Jacques Muyembe, who discovered a potential cure for Ebola.
2. Hello Nana Dolls: A doll company celebrating African queens as a form of positive representation for children.
3. The Year of Return: A campaign launched with the Ghanaian government in 2019, which reconnected the African diaspora with their roots and generated $1.9 billion for Ghana’s economy.

African Unity Through Afrobeats

Fuse ODG also credits Afrobeats for playing a pivotal role in uniting Africans globally. The genre, which has gained international acclaim, fosters pride in African heritage and showcases the continent’s cultural dynamism.

“We’re falling back in love with ourselves, and Africa is becoming a hub of opportunity, investment, and innovation,” he said.

A Vision for Africa’s Future

As Fuse ODG continues to champion Africa’s narrative, he envisions a future where Africans are the primary architects of their destiny. He emphasises the need for dignity in humanitarian efforts and calls for global collaboration that respects Africa’s agency.

“There isn’t a better time to be African,” Fuse ODG declared. “We’re taking control of our narrative, and the next generation will be proud Africans building a thriving continent.”