Schwimmer pointed to West’s track record of retracting previous apologies. “Remember: Ye’s apologized before, only to retract that apology and double down on his virulent hatred of Jewish people,” he wrote. West published a paid apology advertisement in the Wall Street Journal approximately two months ago, ahead of his live comeback.

The actor questioned whether the ad was genuine or strategic. “An apology letter is just that: Words on paper. An advertisement, generating publicity before a concert tour. It does not erase years of abuse,” Schwimmer wrote. West recently performed two nearly sold-out shows at SoFi Stadium, supported by Lauryn Hill, Travis Scott, CeeLo Green, and Don Toliver.

Schwimmer outlined specific steps West should take to demonstrate sincerity. These include publicly disavowing his song “Heil Hitler,” meeting with Jewish leaders, and donating Wireless profits to Jewish charities in the UK. He noted that antisemitic attacks in the UK are currently among the highest ever recorded.

“I believe in forgiveness, but it takes much more than this,” Schwimmer stated. He also called on remaining sponsors Budweiser, Beat Box Beverages, Drip Water, and Big Green Coach to follow suit. Festival Republic managing director Melvin Benn defended the booking, stating that “forgiveness and giving people a second chance are becoming a lost virtue.”