Different stakeholders and actors frequently describe environmental challenges as ‘crises’. These crises are often wicked problems that are difficult to resolve due to the complex and contradictory nature of the evidence and knowledge systems surrounding them. Here, we examine a crisis narrative surrounding the IUCN-declared Asian Songbird Crisis (ASC), with its epicentre in Indonesia, where an extensive birdkeeping culture persists. We investigate how bird extinction is perceived by different actors, particularly conservation law enforcement and practitioners working in this space. We unravel local perspectives on the complex relationship between bird trade and extinction through one-to-one interviews and focus groups. Our examination reveals a diversity of attitudes to the ASC, with many law enforcement actors not recognising the crisis label. Market mechanisms result in complex shifts in harvesting pressure onto one or more closely related similar species. The findings challenge the prevailing notion that species extinction significantly affects wildlife trades, emphasising the plastic nature of trade and the coming and going of species fashions. By revealing the divergent views of actors on extinction and the ASC, we highlight the need for shared language, particularly the implications of the ‘crisis’ label, around species extinction.