NOW FOR #YEXIT!

Kanye Wests reck­ons he’s done with pol­i­tics – but he’s still a fan of Pres­i­dent Don­ald Trump. Here’s a look at the rap­per’s colour­ful con­tri­bu­tion to the US po­lit­i­cal scene

YOU (South Africa) - - YOU NEWS - COM­PILED BY DEN­NIS CAVERNELIS

AND just like that the un­like­li­est bro­mance in pol­i­tics looks as if it’s come to an abrupt halt. Which means no more back-slap­ping and lov­ing lip ser­vice from the world’s most con­tro­ver­sial leader and one of the planet’s big­gest stars. Kanye West has learnt his les­son – or so it seems.

In a move dubbed #Yexit, Ye re­cently an­nounced he was back­ing out of all things po­lit­i­cal. “My eyes are now wide open and I now re­alise I’ve been used to spread mes­sages I don’t be­lieve in,” he an­nounced on Twit­ter. “I’m dis­tanc­ing my­self from pol­i­tics and com­pletely fo­cus­ing on be­ing cre­ative.”

For more than two years Ye’s out­ra­geous pro-Don­ald Trump state­ments an­gered fans and be­wil­dered mil­lions.

But his sud­den about-turn may have more to do with the state of his cof­fers than a cri­sis of con­science.

His er­ratic be­hav­iour has done se­ri­ous dam­age to his fash­ion busi­ness, ac­cord­ing to Amer­i­can re­search plat­form Spot­ted, which re­cently re­leased a study on the im­pact of Ye’s “po­lar­is­ing po­lit­i­cal per­sona”.

The rap­per’s ap­peal to peo­ple un­der 25 took the big­gest knock. His brand, Yeezy, re­ported fledg­ling sales re­cently and Adi­das is wor­ried.

Ye signed a deal with the sports­wear gi­ant for three sneaker styles in time for Christ­mas and Adi­das is hop­ing his de­par­ture from the po­lit­i­cal plat­form will boost fes­tive sea­son sales. But Spot­ted CEO Janet Comenos says any­one who pins their mast to Ye now is tak­ing a ma­jor chance.

“Some of his re­cent be­hav­iour has re­duced his ap­peal with younger con­sumers. With or with­out the Kar­dashi­ans by his side, West is an ex­tremely risky choice of brand am­bas­sador.”

Here’s a look at Ye’s con­tri­bu­tion to pol­i­tics over the years.

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