Laima Vaikule, who sang in Ukrainian in ATB advert, was criticised online
A wave of discussions around the participation of the Latvian singer erupted online Vaikule limes in the New Year's advertising campaign of the Ukrainian supermarket chain ATB. In the video, the artist performs the world-famous Ukrainian «Shchedryk» - and in Ukrainian.
However, this did not elicit a positive reaction - on the contrary, social media was filled with critical comments.
Why Ukrainians are outraged
According to the publication SHOT, The singer's past caused dissatisfaction. Users recalled that she became popular during the Soviet era, and after Ukraine gained independence, she worked in Russian show business for many years, performing on Russian TV shows and receiving fees in the Russian market.
Commentators have written that even Vaikule's current pro-Ukrainian stance does not remove questions about her past ties to the Russian industry.
What is known about her position after 2022
After the start of Russia's full-scale aggression, Vaikule left Russia, first for Latvia and later for the United States. She has repeatedly spoken out publicly against Russian politics and distanced herself from Russian pop music.
However, according to sources SHOT, singer continues to make a profit in russia through the work of his cosmetics brand LAIMALUX RUS, despite previously announced promises to withdraw from business in the territory of the aggressor state.
Context.
Ukrainian social media users are increasingly responding to the participation in public projects of artists associated with the Russian cultural sphere in the past. The issues of reputation and a transparent stance on Russian aggression remain key for the Ukrainian audience.
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