NEW YORK, NEW YORK — This summer, FOVRTH collaborated with Future of Storytelling’s (FoST) social impact program FoST for Good for #ImmigrantVoices, a 360 video campaign for Global Citizen. FoST for Good’s program pairs forward- thinking non-profit organizations with studio partners to experiment with new forms of storytelling.
FOVRTH’s second campaign video for #ImmigrantVoices takes aim at minority representation in American culture and society, specifically pop culture. The result is Bamboo, a song and performance by KAYE, the unabashed pop singer focused on breaking the ‘bamboo ceiling’ in American music. To Kaye, and many minority groups, having cultural influencers that look like them solidifies a sense of place and acceptance in America.
It brings me great pride to share a new song and video that means a lot to me, ‘Bamboo.’ I wrote it for #ImmigrantVoices, a 360 video campaign for Global Citizen. As we’ve seen from the events of Charlottesville and too many others, we are living in a time where many passionately want to eradicate anyone who isn’t white. It’s easy to fear what we don’t know or see, so us POC [people of color] must raise our voices and fight to be represented however we can — through music, art and through open conversation. — singer/songwriter Charlene Kaye
Kaye’s song Bamboo, now available on Spotify, morphs social commentary into pop lyrics. The song jabs at the efforts to mask Asian talent as more palatable with skin bleaching and augmentation to the commodification of Asian women as accessories. With each lyric, the song explores the endless list in which American culture ‘others’ Asian aesthetics and talents and how artists like Kaye refuse to be silenced any longer.
We sat down with KAYE to reflect on the importance of making such a bold piece during these times.
“I haven’t heard very many pop songs specifically about Asian American pride and the small micro-aggressions we face every day — getting told “Ni Hao” on the street, getting asked where we’re REALLY from, etc etc…so when Global Citizen asked me to write one for this series, I jumped at the chance. I hope it resonates with girls of color everywhere and helps them embrace their sexuality, fun and fearlessness. Thank you to the wonderful team at Global Citizen and FOVRTH.” — singer/songwriter Charlene Kaye
A core tenet of the #ImmigrantVoices campaign is to reclaim space and symbols. With that charge, we shot on location at New York’s Statue of Liberty, Times Square and Chinatown neighborhood, representing immigration, pop culture, and Asian culture respectively.
The #ImmigrantVoices campaign is airing as part of the lead up to the 2017 Global Citizen Festival. Remember, it’s not too late to earn your tickets to Global Citizen’s Festival on September 23rd, 2017!
- KAYE, performer
- Jadee Nikita, Choreography
- Lara de Bruijn, Costume Design
- Liann Kaye, Producer
- Dancers: Karin Tatsuoka and Saki Takahashi
Creative: Fovrth Studios
- Tony Ayala, Director, DP, Editor + Post-Production Supervisor
- Connor Lonning, Co-Director + Producer
- Jesse Ayala, Associate Producer + Video Editor
- Anna Therese Day, Executive Producer
Client: Global Citizen
- Rachel Moreno, Global Marketing Director
- Liann Kaye, Head of Video
- Hans Glick, Video Producer
#360video #VR #virtualreality #360 #fovrthstudios #goFovrth #kaye #MusicVideo #StatueOfLiberty #GlobalCitizen #immigrantvoices #FoSTForGood #TimesSquare #Chinatown