Nike es la cultura

Indio Solari's song 'Nike es la cultura' is a sharp critique of consumerism and the pervasive influence of global brands on modern culture. The lyrics paint a vivid picture of a society where brands like Nike have become synonymous with cultural identity. Solari uses the metaphor of running with Nike shoes while bullets chase behind to illustrate the relentless pace and dangers of consumer culture. The line 'lo que duele no es la goma sino su velocidad' suggests that it's not the material possessions that harm us, but the speed and pressure of keeping up with trends and societal expectations.

The song also delves into the emptiness of modern urban life, describing 'almacenes coloridos' (colorful stores) that people call 'Ciudad' (City). These stores, filled with 'indoloras' (painless) songs, represent a superficial and anesthetized existence. Solari calls for an end to this past and urges listeners to confront the present reality. The repeated refrain 'Si Nike es la cultura, Nike es tu cultura, hoy' emphasizes the idea that if we accept these brands as our culture, they indeed become our culture.

Solari doesn't shy away from highlighting the socio-economic disparities perpetuated by this consumer culture. He mentions 'operarios con salarios de miseria' (workers with miserable wages) and contrasts this with the carefree attitude of young people who prioritize owning the latest Jordan sneakers. The song also touches on the influence of media, with references to ESPN and MTV, and the superficiality they promote. The line 'Vos gritás -¡No Logo! o no gritás -¡No Logo!' questions the authenticity of anti-consumerist movements, suggesting that even rebellion can be co-opted by the very culture it opposes. Ultimately, 'Nike es la cultura' is a powerful commentary on the commodification of culture and the need for genuine self-awareness and resistance.