Publication

This paper describes how U2 lead singer Bono's launch of Product (RED) at Davos in 2006 marks the opening of a different frontier for development aid. The author explains how the advent of "Brand Aid" explicitly linked to commerce, not philanthropy, reconfigures the modalities of international development assistance. The paper highlights how (RED) has been promoted as a leftist development chic, and how compassionate consumption effectively attempts to de-link the relations of capitalist production from AIDS and poverty. The author details how Bono as a rock-star has led his fans to believe that they can help solve Africa's problems of AIDS and poverty.