Hiring celebrity endorsement is the oldest trick in the book when it comes to marketing. While these appeal to authority fallacies can be abundantly successful, some celebrity endorsements do not mix and immediately flop. The most prevalent example of this is Kanye West and his rise and fall with president Donald Trump. 

West is known for his crude rap lyrics and egotistical interviews. However, since marrying into the Kardashian family, West began his spiral into absolute insanity. On Nov. 18, 2016, West expressed his endorsement of Trump during his Saint Pablo Tour in San Jose, California. “If I would’ve voted, I would’ve voted for Trump,” said West to his audience, which was met with “boos.” 

After this revelation, Trump seized the opportunity to try and reach out to a population untouched by Republicans. In May 2018, West came under fire for his infamous interview with Charlamagne the God. West was quoted saying, “When you hear about slavery for 400 years … for 400 years? That sounds like a choice.” 

This accusation of slavery being a choice produced many memes and insults directed at West and Trump. By definition, slavery is involuntary and forced. While Trump has spent time and money trying to clear up his image as a racist and sexist, having West on his side only set him back. 

On Sept. 29, 2018, West was seen wearing a “Make America Great Again” hat during his performance on “Saturday Night Live.” West attempted to divulge into one of his frequent and incoherent rants, but SNL cut him short. He tweeted the follow day phrases like, “It is just a political ad for the Dems.” 

Thankfully, on Oct. 30 of this year, West confessed that he was attempting to distance himself from the right. He tweeted, “My eyes are now wide open and now realize I’ve been used to spread messages I don’t believe in. I am distancing myself from politics and completely focusing on being creative !!! (sic)”

While following ‘Ye on this spiral through insanity was entertaining for most, it left former fans feeling disheartened. Although West was previously infamous for his ego, he was an innovative musician who was always changing hip-hop. However, even if West successfully distances himself from his political past, these offensive quotes that circled at the time will be all fans can think about when his songs are played. 

What can we learn from this? Take celebrities for what they are, human beings. They are bound to make mistakes, be it in their careers, love lives or political views. We should also keep in mind that celebrities partnering with corporations or political parties are simply being used as puppets to gain the millennial audience, who are known in the marketing world as the most loyal consumers.