Melvin Benn has claimed Pepsi originally “signed off” on Kanye West to headline Wireless Festival.
The London-based music festival has been cancelled following backlash over the controversial rapper being booked to headline all three nights of the event, while several sponsorships – including Pepsi – pulled out as partners over the weekend.
However, Melvin – who is managing director of Wireless co-promoter Festival Republic – told BBC Radio 4’s Today Show: “With Pepsi, for instance, our lead sponsor, they signed off and approved it.”
Asked if that meant the drink company initially backed the decision to book Ye, he added: “Correct. Yes.
“They’re our headline sponsor. We asked them and asked them to sign off on it, and they did. Perhaps we should have done the same with the Jewish community.”
The festival was cancelled on Tuesday (07.04.26) after the rapper was blocked from coming to the UK by the Home Office and Starmer stressed that the UK Government “stands firmly with the Jewish community” amid anger at previous anti-Semitic comments made by the star, who is now known as Ye.
In a post on X, Prime Minister Sir Keir Starmer wrote: “Kanye West should never have been invited to headline Wireless.
“This government stands firmly with the Jewish community, and we will not stop in our fight to confront and defeat the poison of antisemitism.
“We will always take the action necessary to protect the public and uphold our values.”
Wireless Festival organisers announced the cancellation of the event following the Home Office’s decision to bar the Stronger rapper from entering the UK.
A statement read: “The Home Office has withdrawn Ye’s ETA, denying him entry into the United Kingdom. As a result, Wireless Festival is cancelled and refunds will be issued to all ticket holders.”
It added: “As with every Wireless Festival, multiple stakeholders were consulted in advance of booking Ye and no concerns were highlighted at the time.
“Antisemitism in all its forms is abhorrent, and we recognise the real and personal impact these issues have had. As Ye said today, he acknowledges that words alone are not enough, and in spite of this still hopes to be given the opportunity to begin a conversation with the Jewish community in the UK.”
In a statement released before the Home Office’s decision, the 48-year-old rapper addressed the “conversation around Wireless” and insisted he he wanted to “come to London and present a show of change, bringing unity, peace, and love through my music”.
He added: “I would be grateful for the opportunity to meet with members of the Jewish community in the UK in person, to listen.
“I know words aren’t enough – I’ll have to show change through my actions. If you’re open, I’m here.”