Pop icon Justin Timberlake performed in Baku on July?27,?2025, at the Baku Olympic Stadium as part of his global JT Live?2025 tour. Tens of thousands attended, with over 25,000 tourists reportedly visiting specifically for the concert—a spectacle heavily promoted by Azerbaijani media as proof of the country’s cultural and international prominence.
This tactic, commonly referred to as “whitewashing” and/or “sportswashing,” involves using high-profile events—from Formula?1 races and UFC bouts to concerts—to polish Azerbaijan’s image and distract from serious human rights concerns. Cultural whitewashing extends this approach by leveraging celebrity tours and tourism packages to suppress scrutiny. Last year, Will Smith drew criticism for wearing an “I ?? Azerbaijan” shirt during a performance tied to the Grand Prix, prompting outrage from human rights advocates.
In recent years, other international acts have also performed in Azerbaijan. Imagine Dragons played the Baku Olympic Stadium on September?2,?2023, during their Mercury World Tour—an event condemned by Armenian-American activist Serj Tankian as implicitly endorsing the authoritarian Aliyev regime. The band defended the decision by arguing that depriving fans of performances based on their governments would be a slippery slope.
Although Timberlake made no political remarks on stage, his appearance has been viewed as lending legitimacy to a regime accused of ethnic cleansing and war crimes resulting in the displacement of over 120,000 Armenians from Artsakh (Nagorno?Karabakh). Critics further question tourist offerings tied to the concert—such as sightseeing packages—which may include visits to Baku’s controversial Military Trophies Park, a venue that glorifies the conflict and dehumanizes Armenians—even though there’s no public indication that Timberlake participated in or endorsed such tours.
While it may not be the artist’s fault directly—many performers remain unaware of the deeper political context of the countries they visit—there remains a clear moral responsibility to know. Whether it’s the artist, their manager, or their team, there is an obligation to research and understand where and for whom they are performing. This responsibility applies to everyone, including Timberlake, UFC organizers, and past performers like Will Smith. Silence or ignorance does not remove the impact of contributing, however unintentionally, to the whitewashing of a regime engaged in ongoing abuses.
Azerbaijan continues to hold Armenian political prisoners—including former leaders of Artsakh—while pursuing an aggressive campaign against Armenian sovereignty and cultural heritage. The country has yet to face meaningful consequences for the ethnic cleansing of Nagorno-Karabakh and its repeated violations of international law. These facts remain unchanged, even as concerts and events attempt to recast the country’s image.
As calls persist for the release of Armenian prisoners and accountability for atrocities in Artsakh and Armenia, the broader debate over whether global entertainment should intersect with rights-abusing regimes gains urgency. Artists, media outlets, and audiences must now grapple with the implications of staging—or attending—seemingly apolitical performances in countries accused of grave and ongoing injustices.
