The R&B star wanted to make a statement about the unarmed victims killed by racist police violence. Using your camera, users are instructed to log on to Tidal and stare at the screen as the song plays. The campaign revolves around this powerful statement: “While racial injustices keeps killing, society looks away.” It is meant to empower people to not look away when something unsettling is in front of us.
Everyone joining in on this experience will watch familiar faces flash by the screen as a reminder that police brutality is still an issue at large. Trayvon Martin, Rekia Boyd, Caesar Cruz, Ramarley Graham, Kendrick Johnson, Marlon Brown, Andrew Joseph, and Sean Bell are all mentioned.
#DontLookAway will hopefully get everyone to better understand the importance of an artist’s voice to help implement change. To listen to “Chains,” just head to Tidal.
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(Photos from left: Craig Barritt/Getty Images for Global Citizen, Todd Williamson/Getty Images for BOND/360)