British-Ghanaian rapper Fuse ODG has released a new track titled We Know It’s Christmas (Band Aid Reply), an “alternative” to the famous Band Aid track Do They Know It’s Christmas?. The new single came out on Tuesday and has already received a lot of attention for its strong message and intent. Fuse ODG, Afrobeats artist, explained that his latest work is so much more than just a song; it is a declaration.

In this particular song, he declares against the traditional narrative of Africa and how he believes it has been made over time through a history of misrepresentation. Fuse ODG has not been shy in criticizing the original Band Aid song, which was created in 1984 by Bob Geldof and Midge Ure to raise money for famine relief in Ethiopia. The singer says that while the charity side of the initiative was good-intentioned, it ultimately kept in place some of the bad stereotypes about Africa. “Do They Know It’s Christmas?” portrayed the continent as a helpless, hungry, and poor place. This has contributed to an even broader image of Africa as a place that’s always in need of external assistance.

Fuse ODG describes this as damaging, mainly because of Africa’s rich cultural, economic, and historical worth. In the release of We Know It’s Christmas, Fuse ODG offers an Afrobeats-driven response that shifts focus toward a more positive, empowering portrayal of Africa. “We’re no longer waiting for charity; we’re building our own futures,” he said, emphasizing that the song is a statement of empowerment and progress.

He believes that a part of Afrobeats music has been the rise and rise in unifying Africa, fostering pride in all that makes African culture vibrant and lively. The rapper went further to explain that a part of this new track is, as part of a far greater attempt to “reclaim the narrative” for Africa. He believes it is a step towards regenerating the identity of the continent and placing it on an investment, tourism, and cultural exchange map. This is about empowerment, pride, and showing the world that Africa’s story is far more than poverty and aid, says Fuse ODG.

The singer expressed his desire for a shift in the view of the world toward Africa – from despair to hope and growth.

All the proceeds from We Know It’s Christmas go to the New Africa Growth and Relief Fund, an initiative that was created by Fuse ODG himself. The fund creates a long-term financial safety net for the continent, aiming for sustainability rather than trying to fill the short-term gap. As such, Fuse ODG has the hope of contributing to the economic independence of the continent as it grows into its future. This is in the wake of comments by pop star Ed Sheeran, who had distanced himself from Band Aid 40, the 2014 version of the charity single.

Sheeran said he had not been approached for permission to lend his voice and that if he had been, he would have “respectfully declined.” His response was in line with what Fuse ODG said about the Band Aid project, emphasizing that though the intentions were good, the song did not capture the complexity of the issues facing Africa. Reflecting on the past, Fuse ODG revealed that he had turned down the opportunity to feature in the 2014 remake of *Do They Know It’s Christmas? *, a move based on his conviction that charity songs of this nature, no matter how well-intentioned, contribute to stereotypes. For Fuse ODG, such stereotypes depict Africa as a continent forever in crisis, which, in turn, belittles its economic and cultural development.

These, he said, “sympathy and donations” don’t help in the long run. They actually hinder Africa’s economic growth, limit its tourism potential, and discourage investment.

While conceding that the public’s generosity in response to the original *Do They Know It’s Christmas? * The efforts were coming from a genuine place based on an awful humanitarian emergency, said Fuse ODG, as images of such media projects normally have to stay in our collective psyches a long, long time; by contrast, his use of art that talks positively about resiliency in Africa diversity and a brighter future defined by African choice will incite the fresh generation away from this prison.

This release by Fuse ODG in We Know It’s Christmas reflects his wider mission to empower Africans and amplify their voices. It’s a call to action, in a way, to take the African stories and make sure they are showcased as being full of vibrancy and success that the continent can achieve. He clarifies his mission: the need to provide an alternative to the familiar narrative often given to Africa, telling a story of perpetual struggle and instead celebrating the successes of Africa and its talent and possibilities. Through his music and activism, Fuse ODG is leading a movement that encourages Africans to embrace their power and redefine their futures. With We Know It’s Christmas, he has taken another step in his journey of reclaiming the narrative, showing the world that Africa’s true story is one of growth, strength, and opportunity.