Resident in his clip of the song “This is not America”
the video of the song This is not America This week the Resident was awarded an award at the Cannes Lions International Festival of Creativity.
The Puerto Rican urban artist, famous for the success of the Calle 13 group, was awarded the Grand Prize for Musical Entertainment at the festival specializing in advertising, creative communication and related fields.
The song, produced by Doomsday Entertainment, Sony Music Latin and Residente’s production company, 1868 Studios, is inspired by the work of Chilean conceptual artist Alfredo Jaar.
Resident in a scene from “This is not America”. Screenshot.
“It was born as an attempt to promote the use of the word America for the entire continent and that the United States does not monopolize it to define itself,” Residente said in March, close to the release date of the video that today accumulates more than 18 million. of views on Youtube.
The jury said
“We awarded the Grand Prix to this work for his undeniably stunning images and its incredible manufacturing quality, ” said jury president Amani Duncan.
“While the video has a very unique point of view that may not be shared by everyone, it is an extremely powerful statement about the socioeconomic and culture of a less privileged community. Music has always been a key platform for protest songs throughout history. and it’s something we all want to keep seeing for years to come. ”
Video
The video of This is not America‘, directed by French director Greg Ohrel, was creatively directed by Residente. It mixes capitalist images such as skyscrapers and disposable cups with others of indigenous peoples, as well as fantastic creations of a Statue of Liberty transformed into an indigenous and a Mexican pyramid in the middle of Los Angeles.
“It has very powerful images, for me the video is very strong and obviously the song and the video complement each other perfectly,” Residente said.
This is not America It has as guests the Franco-Afro-Cuban twins Ibeyi, Naomi Díaz and Lisa-Kaindé, who perform the choir. Other contributors are microscopic worms, whose brain waves the musician used to create harmonies that can be heard in Ibeyi’s choir section. The song will be part of his next album.
The composition
Resident and the cover of the single “This is not America”.
This is not America is linked to a three-year resident project with professors from Yale University and New York University. Experts studied the singer’s brain waves along with the brain patterns of worms, mice, monkeys and flies, among others, in order to create musical frequencies that would become rhythms.
For this song, Residente used his brainwaves and worms to develop emphatic waves of electronics mixed with his rap, Ibeyi’s vocals and percussion.
The prices
René “Resident” Pérez Joglar, former street singer 13. Photo: Fernando de la Orden
During his career, Residente has received four Grammy Awards and 25 Latin Grammy Awards as a solo artist and as a member of Calle 13.
With this award, the Grand Prix for Entertainment Lions for Music, Residente becomes one of the first Latin and urban artists to win this accolade at the aforementioned festival.
The work, produced by Doomsday Entertainment and Sony Music Latin, in collaboration with Resident’s production company, 1868 Studios, also won the “Best Direction, Best Music Video and Best Video Effects” award at the MVA in Berlin.
Since its founding in 1954, the Cannes Lions International Festival of Creativity has recognized excellence in advertising and creative communication.
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Source: Clarin
