With Macklemore and Ryan Lewis’ rapid ascent into the mainstream spotlight, there has been a lot of criticism thrown in their direction. Most recently, it stems from their song “Wings” being licensed for use by the NBA All Star Game. To further complicate things, the song’s lyrics were edited to fit with the NBA/TNT brand and to tone down the song’s central message of the problems with consumerism.
On his website he addresses these issues and says: "The song “Wings” is about the pursuit of identity through the means of consumerism. The attempt is to dissect our infatuation and attachment to logos, labels, brands and the fleeting happiness that is intrinsically linked to the almighty power of the purchase. The subject I use in the song is shoes, but its aim is to paint a broader picture of being a consumer and tracing the lineage back to my first memory of retail infused desire."
"If there was any trace of irony by Wings being one of the official songs of the 2013 All Star Game, that’s great. That means that we won. The song about consumerism was embraced on a national level, and played to the entire country of sports fans that tuned in. More people download the song, got the truth (the actual/full song) and we converted strangers that didn’t know who we were into fans. If that’s selling out to you, word. But to me that’s nothing but an all around win."