22/01/07

The annual Oscars are calling and it's time for certain 'stars', such as RnB singer Beyoncé Knowles, to shake their bejewelled booty down that famous red carpet.

However, certain bling is about to have its roots in exploitation exposed thanks to the release of Oscar nominated film Blood Diamond. The film depicts the global trade in conflict or 'blood' diamonds[1].

Whilst this film could, quite rightly, be disastrous to the industry, diamond companies such as De Beers have scored a bit of a PR coup. The diamond industry has been encouraging celebrities, such as Beyoncé Knowles and actress Jennifer Lopez, to model the gems; in return the industry will donate $10,000 to an African charity of the celeberities' choice[2]. It's small change really; in 2005, De Beers' turnover was $7.1bn[3].

The celeb-led 'Raise your Right Hand: Ring for Africa' campaign focusses on the 'good' things diamonds do. Sally Morrison, director of the Diamond Information Center (part of De Beers marketing)[4], said that the campaign would '...showcase how diamonds can make a positive lifelong impact on a community and directly benefit Southern Africa...'[5].

However positive this claim may seem, the diamond industry has a long, long way to go. The Kimberly Process, a scheme from diamond producing companies set up to stop conflict diamonds getting into the supply chain, isn't watertight. Campaign groups such as Amnesty International and Global Witness are still demanding that the diamond industry cleans up its act[5].

But back to the Hollywood gossip. According to The Guardian, Nas - a rapper from the label Def Jam, provided music for the soundtrack of the film. As a consequence of this, De Beers lobbied the founder of the record label, Russell Simmons, and treated him to a tour of its mines in Botswana. Freshly brainwashed, on his return Simmons denounced the film as portraying an overt 'stereotyping of Africa', and then went off to launch his own 'Fairtrade' diamond range to add to his designer jewellery label[6].

Showing that the world really is a small place, Beyoncé is the girlfriend of the CEO and president of Def Jam[7], so probably didn't need much persuasion to put on the glitz.

Blood Diamond will be reviewed in the next Corporate Watch Newsletter.

For more information:

• Campaigns against exploitation: Global Witness
• About the Kimberly Process: web.amnesty.org/pages/ec-diamonds-eng
• Other details on environmental and human rights impact of diamond and other types of mining:Mines and Communities website

References
[1] http://blooddiamondmovie.warnerbros.com/

[2] Jeevan Vasagar, Terry Macalister and Marianne Barriaux, 'Stars become a diamond's best friend in row over warzone film', The Guardian, 22/01/07

[3] P5, 'De Beers Group annual turnover 2005', Feb 2006, www.debeersgroup.com/NR/rdonlyres/
D4D9A900-5AEC-46A1-9EDB-76CF446D9839/1475/Pres100206_Results1.pdf

[4] According to Ethical Corporation, The Diamond Information Center is part of De Beers marketing centre. www.ethicalcorp.com/content.asp?ContentID=4808 viewed 24/01/07

[5] Author Unknown, 'A-list celebs to raise money for Southern Africa ', 12/01/07, National Jeweler Network, http://www.nationaljewelernetwork.com/njn/content_display/diamonds/
e3i27968755beebdf21192dd991b82b0816?imw=Y viewed 23/01/07

[6] 'Stars become a diamond's best friend in row over warzone film'

[7] Ibid

[8] David Thomas, 'Everything & the Girl', Arts, Books & Culture Magazine, The Independent on Sunday, 21/01/07