The last, most public example of a pop star aggravating a brand that I recall was back in 2014, when M.I.A gave the finger to millions of American living rooms during the Super Bowl half-time show, shocking the family-friendly NFL who had just got over Janet Jackson’s nipple-gate. Regardless of whether the NFL's subsequent outrage was due to her gesture itself, or the advertising revenue potentially being compromised (after all, a half-time Super Bowl commercial sells for $5 million), the brand made it clear that her behavior wouldn’t be tolerated.

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Now, she’s being made an example of again, because of a T-shirt in her music video for "Borders." In it, she wears a Paris Saint German (PSG) football shirt, whose logo from its sponsors, Fly Emirates, is doctored to read ‘Fly Pirates.’ M.I.A leaked their response on Twitter, a four page document that had been sent to her team back on December 14, threatening potential legal consequences. The letter refers to “harm we have suffered” and attempts to personify the brand by using terms like "image prejudice" and “protection.” They note, “More than being surprised, we simply do not understand why we are associated, through our logo and the official jersey of our team's players, to such denunciation."

They might have reason to have their feelings so hurt. Brands in 2016 are unused to challenge by pop stars, in a climate where corporate co-signs often reap larger financial rewards than album sales. (Rihanna's deal with Samsung for ANTIdiary, estimated at $25 million, comes to mind, while Mariah Carey has reportedly signed a seven figure deal to endorse mobile app Game Of War.) Brands are even less used to forced associations with real world issues, and in this context, we’re witnessing a display of true defiance. To PSG, M.I.A has committed the cardinal sin—and by disregarding the messianic power of the brand, she’s exposed herself to the wrath of a monolith.