Sacha Baron Cohen appears at Wimbledon as Ali G, reportedly teasing new film
The character's 2002 film Ali G Indahouse opened with General Levy's 'Incredible', which the artist says has never paid him royalties
Sacha Baron Cohen has confirmed the return of his fictional character Ali G, appearing in full costume at the 2026 Wimbledon Championships and posting a video to Ali G's new Instagram account.
The video shows the satirical character attempting to sell weed at Wimbledon, while facing police and claiming Prince Harry owes him money for drugs. The clip has passed more than 530,000 views.
The character, known for his "Booyakasha!" catchphrase and his mock-interviews as a hip hop journalist on The 11 O'Clock Show, has reportedly wrapped filming on a new movie under tight secrecy.
As with Baron Cohen's previous projects, production details have not been made public. Media outlets have reported of the character's comeback, over 20 years after Ali G Indahouse, whose opening track was General Levy's 'Incredible'.
Read this next: Eaton HK's UNHEARD Sound & Music Festival marks fifth year with Proof of Sound theme
The news follows the 32nd anniversary of the jungle anthem. Released in 1994, the track became closely associated with Ali G since featured in the 2002 film's opening scene.
Recorded in a single take, 'Incredible' has, according to General Levy, never generated royalties for the artist despite more than 30 years of continued popularity.
Read this next: James Blake claims that he isn’t paid for 95% of his production work
In a 2024 interview with DJ Mag, General Levy said he has enquired with the labels London Records and Renk Records about his missing royalties, each one blames the other.
"Everytime I talk to Renk, Renk says, ‘Well, I gave London all the paperwork, I’ve given London everything, London’s got everything. They blame London. You go to London, London blames somebody else, and you end up running around in a circle. So I've never been able to get a royalties statement," he explained.
Daniela Solano is a freelance writer for Mixmag Asia, follow her on Instagram here.
Never miss a beat. Subscribe to our Scene Report newsletter or follow us on Instagram.
