We must remember than one determined person can make a significant difference, and that a small group of determined people can change the course of history. – Sonia Johnson
Releasing under DAS Records, and taken from DAS Entertainments’ debut album Definitive, the video is directed by S Sid Ahmed, of Stare Into The Sun (creator behind music videos including Jus Ritz’ ‘Tere Na Te Glassy’, ‘Nehio Nibhani’, Raxstar’s ‘Name On The Poster’, and RKZ’ ‘Genda Phool’, ‘Mr. Entertainer’ and ‘Be Mine/Renegades’).
The track is all about overcoming obstacles being posed by people that depend on your downfall. Not letting anyone stand in your way, essentially. It was also inspired by Sonia Johnson’s quote which we felt summarised the whole project perfectly.
The video we felt needed to be as powerful as the song was. It needed to be hard, driven and captivating. A lot of the imagery in the video was used as satire for the artist-audience relationship. There are a lot of aspects within the video where you are shown a darker side to the project, yet we’re adapting a tongue-in-cheek persona, also. We tried to capture the elements of post-modernism and mix it up with further controversy, and just good music.’
The track features Brit-Asian rappers Menis (‘Sshh!’, ‘Kool 2 B Asian’, ‘Where’s My Money?’) and Raxstar (‘Keep It Undercover’, ‘In Perspective’, ‘Name On The Poster’, ‘Don’t Watch Me’). They have both worked alongside RKZ previously, with Menis featuring for DJ Dips’ track This DJ which currently boasts 90,000 views on YouTube. Raxstar is a long-time friend of RKZ and have worked together on several occasions, most notably RKZ’ debut and follow-up singles Be Mine/Renegades as well their cover of Common’s Universal Mind Control and the Zaheer collaboration Dreams Of You.
The culmination of creativity, determination and talent provide the concept with power and commercialism to reach everyone that needs to hear this message.