Maybe some of their riders or the main media guys just really like this style of rap? It does go well with the vibe of their edits. I'm not trying to have Commencal cancelled, far from it as I think that whole culture is madness. N****’s money come in Roman numerals - 1.21s Hoes and sluts on a kids bike edit, nice! N**** tried to tell me… - 0.51s and plenty more throughout I had a quick flick through their official Youtube channel and picked a few examples, not even going that far back. Not just edits that happen to have people riding one of their bikes. I think their edits are great actually, but always thought as a brand in the public spotlight they were being a bit risky by having this so prominent in sooo many of 'their' edits. However.the main thing that caught my attention when this raised its head last week was that I remembered how many Commencal branded edits I have watched over the last few years with N**** and M****Fu**a in the soundtracks. Saying that I did learn something taking a speed awareness course after getting caught (slightly) speeding, so maybe it will be useful for him. I also think Muc-Off are a bit silly to be making him take a racial awareness course, I think he knows what he has done now. While I think this is a bit of a mountain out of a molehill, Amaury was very silly as a public figure in MTB to be so loose with the N word. Just piggybacking the top comment for visibility.
Joking as a white person about using the N word in the song behind you getting corn rows may be interpreted very differently by someone who has had that word used to imply they were of lesser value than others. However, we don't always get to say how our behaviours will be interpreted- especially around issues as sensitive as racism and discrimination and by groups who have experienced intergenerational harm and devastation from it. I'm not saying he is racist or his intent was racist. From a North American lens what he did was would be considered by many to be at very least racially insensitive and likely racist. Words carry the weight of our history and collective safety and these histories and the weight carried differ across cultures. As such, when used by a white person to refer to a non-white person it has a different connotation than when used by a non-white person towards another non-white person. It is a word with a history of racial violence and systematic oppression in the United States, and some other countries as well, primarily from white power systems towards non-white individuals. Yes it is wrong for a white person to use the N word.
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