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List of Demands

August 2008

I received a lot of questions from some about why I would allow my song 'List of Demands' to be used in a Nike campaign. Ironically, half of the people now reading this post never heard of me until that commercial aired. That, indeed, was one of my reasons for allowing it. A small circle of poets and conscious do-gooders are not enough to effect the change necessary to shift our planet in peril. We must enlist people from all walks of life, people not accustomed to questioning the norm, people who may simply want to dance uninterrupted without message or slogan. I see no glory in 'preaching to the converted'. Furthermore, I believe fully in the power of music and have branded my work with it's own conscientious stamp and stomp of attitude fueled to steal the show in the face of the nonsensical. Quite simply, it was clear to me that people would not be rushing to the store to buy Nikes after seeing that commercial, but rather rushing to youtube or itunes to hear or download the song. I even imagined those who would be rushing to blogs to question how I could allow this to happen and the subsequent discussion of the ethical treatment of factory workers and how new minds would be informed and enlisted in the struggle for ethical change.

— Saul Williams