Olly Alexander has shared his thoughts on how corporations get involved with Pride, slamming those that make ‘minimum effort.’
The Years and Years frontman was reacting to an email sent to his manager asking Olly to post about an unnamed brand’s ‘pride collection.’
Sharing a screen grab of the email, Olly said: ‘My manager has been getting requests like this every day.’
Olly, who is gay, and his bandmates are known for hits like Worship and King.
‘I know there are well intentioned people behind many of these campaigns but….’
Olly furthermore said: ‘I’m guessing it was emailed out to a bunch of people, no details on what this amazing pride collection is or what this big famous brand with lots of money plan to do with any “proceeds”.
‘I just…. the bare minimum approach here makes me laugh. No matter where you stand on corporate brand-pride tie ins it’s hard not to feel this years 2019 pride collection of mouthwash, t-shirts (socks shoes jumpers glasses hats ) banks and sandwiches has felt especially icky.’
He also continued: ‘Representation matters, of course, and corporate pride / rainbow capitalism might be hideous but at least queer people are getting paid…and….I know there are well intentioned people behind many of these campaigns but….just no.
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‘Re-doing your logo in a rainbow and “dOnAtInG a PoRTiOn Of pRoCeEds” is not enough!!!!(possibly not even happening with this brand!??)) I wish brands would realize how embarrassing this kind of shit is.’
Last month, an ‘LGBT”-themed Marks & Spencers sandwich drew a mixed reception online.