It is easier not to get involved, not to take a stand. It is easier to remain disconnected from what is happening in the world around us, to simply ignore the atrocities and remain tucked away in the bubble we have created for ourselves, fabricating a sense of safety. But are we ever really safe?
This winter, musicians together with RADA Unearthed, a division of the non-profit company RADA, are uniting to pose the very important question: When is the time?
When is the time to say enough is enough? When is the time to say “stop” and take a stand for what is right? To live as intended - in perfect harmony.
When Is The Time is the eighth single from the RADA Unearthed compilation and is one of the most commanding in it’s underlying message. Written by J-P Nobrega and produced by Howie Combrink, the song is brought to life by the vocal prowess of Caroline Borole and the charismatic rhymes of Reason Ndlovu.
“When Is The Time is a very special song because it speaks to what is not only happening in South Africa, with regards to the abuse of humankind, but it speaks on a global platform,” says songstress Caroline Borole.
“Like the title says, when is the time for us to stop and take a moment to take in all the things we do to each other as human beings and fix them. When are we going to be nice to each and be there for each other? When are we going to fix the ailments this country has, from government, down to person to person. We’ve got problems and we cannot run away from them.”
This message is very simply and elegantly made evident in the song’s music video. Shot and directed by fellow RADA Unearthed ambassador SEVVEN, the video depicts a young boy trying to cross the road. All around him are people going about their daily lives, unaware of his predicament, or perhaps just to busy to stop and help.
Having seen this scenario played out on various occasions, Reason says, “When are we going to change and start living like human beings and live together, not thinking of the colour. Let’s just change and live together and make this world a better place. Stop being idiots.”
Since music is so integral to human life, founder J-P Nobrega hopes that by releasing this track to the broader community, RADA can share a very important message but in a fun and relatable way.
“I believe everybody can identify with a good song,” he says.
“As far as South African talent goes, I believe we are up there with the best of them and I’m hoping that when you pick up the album and listen to the songs, you will feel the passion and love.”
RADA Unearthed Volume One was released in August last year and features a bevy of South African talent, including Lira, Prime Circle, Ashlinn Gray, Howie Combrink and Michael Lowman, to name a few.
Caroline concludes, “Even if you try to run away from something, it doesn’t go away, in fact it just perpetuates the situation. If we as a people just took the time to stop and take in what’s going on in and around our surroundings, we would be a much better world, a much better family.”
For more information, visit www.rada.co.za or www.radaunearthed.co.za
No comments:
Post a Comment