hip hop video turned psa
Source: www.mtv.com
Topic: Hip Hop
Sort Desciption: First ever hip hop video/PSA on global warming debuts as part of MTV’s ... We all feel really lucky to have worked on a hip hop video with such a strong ...
Content Inside: CLICK 3X BRINGS DR. OCTAGON’S ENVIRONMENTAL MESSAGE TO LIFE First ever hip hop video/PSA on global warming debuts as part of MTV’s Break the Addiction campaign New York, October 30, 2006—The creative team at Click 3X and director Georgie Greville recently completed their fourth collaborative project, this time a three-minute public service announcement that also happens to be a music video for Dr. Octagon, featuring the former Ultramagnetic MC, Kool Keith. Dr. Octagon’s up-tempo electro track, “Trees,” produced by One Watt Sun, is about to bring social responsibility to the forefront of popular culture. Hip hop may not be the first genre of music you think of when looking to start a discourse on environmental issues but the Bronx-raised lyricist is hopeful that will soon change. The video/PSA was produced by MTV in support of their think MTV/Break the Addiction initiative and will premiere this Wednesday, November 1, on MTV’s TRL (Total Request Live) as well as being immediately available at think.mtv.com. MTV, long a supporter of a variety of environmental causes, produced the piece in cooperation with OCD International as a public service announcement in an effort to inform and engage viewers. This latest initiative depicts a cautionary tale about deforestation and the destruction of our environment caused by global warming. The video features a number of young actors including the talented J.J. Singleton who plays Kool Keith himself. The innocence symbolized by the children in the video is countered by a dark and barren industrial landscape devoid of living plants. The song’s message comes across loud and clear as scene after scene of striking visuals flash upon the screen. Greville explained, “This project has proven to be a labor of love for all of us from its inception. We all feel really lucky to have worked on a hip hop video with such a strong message not to mention all of us being huge Kool Keith (Black Elvis) fans from ...
