UNATHI'S RUN MUSIC VIDEO DECODED
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| Unathi Msengana's RUN video has more meaning than just a dance video. PICTURE: Unathi.co/Instagram |
IT'S been 13 days since South African singer, songwriter, Idols judge and radio personality Unathi Msengana launched her music video RUN something she said was a "reminder of what is achievable when you follow your dreams and an encouragement to others
to follow theirs".
The music video - which has generated over 15 000 views since its launch, coincides with a
Pan-African strategy that is already generating interest across print, radio
and television broadcasters.
“This song and music
video is a reminder to always run towards something and never away from… ” said Msengana.
The single is off her latest album titled ALIVE that was written in four languages –
English, isiXhosa, Portuguese and Venda – representing one universal African
message.
“My intention is for
Africa to feel my heart and the emotions behind the song because for so long I
have been told what my limitations are. I wanted to speak in a universal
African language – to run to life through the video - and needed to do that
through the various languages I use in the song, as well as through the
different fabrics and textures. East Africa is represented through wardrobe and
the bead work. South Africa is there as well, as is West Africa, and I wanted to
speak to Angola as well in a sincere way,” she said.
What was more interesting was that Msengana's music video includes five "dream chasers" who each inspired her on their own path to following their
dreams; the video opens with one such dream chaser, drummer Gbenga Nathaniel
from Lagos, Nigeria - he has pursued his art and the love for African music,
for over a decade, and maintains the future belongs to those who believe
in their dreams.
The other four dream chasers are seen heading a call in the
beginning of the video and proceed to run toward their dreams as the video
unfolds. These include Baxolise Mfidi from East London who moved to
Johannesburg in pursuit of becoming a successful radio host and journalist, who
is fast becoming a media mogul.
Scott inspired Unathi through his sheer
strength, courage and focus as an 18 year old who does not believe in defining
one’s self through other people’s standards, as he deepens his innate interest
in human behaviour through studying to qualify for a BBA in Brand Building and
Management.
Sbongakonke Mavundla is from Nelspruit and represents a
highly spirited single mom who knows all about what it means to sacrifice for
what you believe in, despite the challenges.
Mzukisi Mbane from
Khayelitsha is a self-taught designer, who started out with his mother’s old
manually operated Singer sewing machine, to studying Bcom in Accounting Science
part time, to winning the Hansa Special Ingredient Award (2012), showing his
garments at the 1st Menswear Africa Week, and running a non profit
modelling agency for township hopefuls.
The music video RUN was choreographed by the one and
only Somizi who has worked on 2010
Fifa World Cup, The CAS Awards and MTV Base Awards among others. The video
required a minimum of 3 weeks of intense rehearsals to achieve the flow and
attention to detail demanded of each frame.
“I am truly honoured to
have had Africa’s most celebrated and critically acclaimed choreographer to
work with me because he does not do music videos on principle. The last video
he worked on was with the late Lebo Mathosa (2006). When he heard the song he
called me and said this is such a powerful song and message – please don’t
waste it. That’s when I asked him to choreograph and he said he would as long
as I did everything required in preparation, so when the time came to shoot I
would be ready and present to meet the moment,” concluded Msengana. - release by Sony Music South Africa
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