The multi-ethnic group’s single for 2022 is an inspiring anthem that highlights forms of beauty and diversity.
Fast-rising boy group ALAMAT, pounds harder on ethnic and cultural issues, with their latest music video championing people of color, specifically the Aeta tribe. The group, known for its members’ ethnic diversity, has been steady with its efforts to advocate for our cultural heritage, through their use of various vernacular languages, sense of fashion, and delivery styles. With ABKD, they shift their lens on the long-standing issue of racial discrimination.
This is not the first time the group shed light upon the plight of the country’s ethnic groups, as its previous single ‘Kasmala’, reminded us of the maltreatment the Northern Luzon tribes received during the American occupation.
It’s both a visit to the past and a reminder of the [still] existing concerns, involving our indigenous peoples.
In ABKD, a young Aeta girl is the main attraction, and ‘by main attraction’, her beauty, which is often overlooked because of her color, is allowed to take center stage. The entire music video is transformed to carry the track’s uplifting sentiments, while it also allowed yet again ALAMAT to showcase the members’ enormous talent.
Like most of the group’s singles, ABKD echoes a familiar message, that is intended to inspire, not just people of color, but human beings in general. Once again, it serves as an encouragement to push forward and do whatever it takes to achieve dreams. With ABKD, the general message is to believe in yourself, which the music video beautifully visualizes through a young Aeta girl who triumphantly hurdled social prejudice and discrimination. The music draws a fitting narrative with the young girl who is initially discouraged by how society dictates what beauty is, finally finds her strength to champion her beauty and shrug off detractors who try to bring her down.
ABKD seems to be just a continuation of ALAMAT’s long-term vision to become torchbearers, not just for PPOP, but for various social causes, including those hurt by discrimination. The group’s sleek and rhythmic dance moves, as usual, are an unmissable attraction, but what the track and music video is about–is what ABKD stands out.
The video release coincides with the group’s first anniversary. It serves as the group’s celebration of talent and commitment to push PPOP forward into the global stage.
Stream ‘ABKD’ now on Spotify and various music streaming services. Watch the official music video below:
