The world is in the midst of a pandemic that ravages across the globe. Many families have suffered and many more will suffer, until a vaccine becomes a reality. Even then, the world will never be the same. One bright spot that has arisen are the countless people that have stepped to help those in need, often sacrificing their safety, comfort, and livelihoods. It proves that humanity is connected on a deeper level and that we are resilient, no matter what we have to endure.
With the lockdowns that have swept across the globe to help slow the spread of COVID-19, many artists have come to face a harsh reality, that tours and music videos are not possible. While all tours have been grounded, some have also chosen to postpone music launches and music videos. Others have soldiered on and constructed creative ways to connect with fans and make music videos. One such artist is Rich Brian and his collaborative partner Guapdad 4000 who came up with a brilliant music video idea for their track, “BALI”.
Utilizing a drone, Rich Brain sets out to deliver care packages to his many friends, which includes Cuco, NIKI, Lil Yachty, Cody Ko, and Noel Miller. Eventually, he arrives at Guapdad 4000’s place who then takes over and delivers his own care packages to Buddy, Thundercat, Denzel Curry, and Kenny Beats. Overall, these care packages are hilarious with inside jokes and call outs to past connections.
Behind the whimsical tones of the care package drops, comes the reveal that Rich Brian and Guapdad collected money from their friends to help provide those in need or to contribute to frontline workers and suppliers. The back third of the video highlights these heartfelt drops of kindness like the envelope of money to Victor, a street vendor in Los Angeles.
All in all, Rich Brain and his friends’ donations benefited LA County Hospital, Asian Americans for Housing, Shelter Partnership, as well as the Nam, Cortez family, and Robles families. It also included the donation of 125 lunches to hospital and healthcare workers through Love Catering.
The world may be facing difficult times, but we can all do our part to help. If you or anyone you know would like to help those featured in the music video follow the links below:
- Love Catering: is providing meals to frontline works
- Asian Americans for Housing: a grassroots community-driven organization that provides food security to unhoused Asian-American seniors, low-income families, and many other marginalized communities in LA during the pandemic.
- Shelter Partnership: provides new donated goods to over 200 non-profit agencies serving the homeless in Los Angeles County.
- NLT: provided masks for artists and recipients featured in the video. All handmade in Los Angeles.