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THIS IS NOT AMERICA FT. IBEYI

DOOMSDAY ENTERTAINMENT, Los Angeles / RESIDENTE / 2022

Awards:

Grand Prix Cannes Lions
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Film

Overview

Credits

Overview

Why is this work relevant for Music Entertainment?

Whenever rap artist Residente hears people from the United States refer to themselves as “Americans,” the word often grates him, snagging his ear like fabric caught on a nail. In much of the country, it’s a word that bounces around freely, rolling off tongues without a second thought — simple, straightforward shorthand, some believe, for the people or culture of the U.S. But pan out to the rest of the continent, and to many, it seems more like a symptom of a narcissistic, narrow-minded vision of the world. "This is Not America" seeks to dismantle that narrow-mindedness.

Background

"This is Not America" serves as a heated rejection of U.S. imperialism and the country’s history of exploiting and erasing people from across Latin America and the Caribbean. In his song, Residente raps, “For a while, since you guys arrived, the prints of our shoes were already here.” The music video seeks to tell the story of Latin America through a multitude of cultural, sociopolitical, and historical references.

Describe the creative idea

When Residente wrote "This is Not America" he wanted to send a message, and that's exactly how he and director Gregory Ohrel approached its film counterpart. The resulting video is a visceral gut punch that flashes scene after scene of the violence that the rest of the continent has suffered because of U.S. imperialism. It is a film that gives a voice to the those silenced.

Describe the strategy

Artist Residente and director Gregory Ohrel were very intentional about the type of symbolism embedded throughout their film - inviting the audience to find more meaning with each viewing.

Describe the execution

The film was shot over the course of 5 days in Tijuana, MX. It features all local talent.

Describe the outcome

Currently, "This is Not America" has amassed over 14 million views on YouTube, and sparked discussions of the very inequalities faced by indigenous and minority populations depicted in the film.

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