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ALAMAT tackles colorism in new music video for "ABKD"

Feb 23, 2022 0 comments


Skin isn't just skin especially when you are a Filipino. The inevitable rife of colorism in the Philippines has done nothing but hinder the representation of brown-skinned Filipinos in media. It even promotes discrimination among ethnic groups in the country who share similar traits of being kayumanggi.

Although our history tells us that being under the colonization of Spain and America has something to do with the obsession with white beauty among Filipinos, it continues to be deeply rooted in Philippine culture due to the constant exposure to tone-deaf, ad campaigns of the massive skin lightening industry.

In the wake of the complex social issue of wanting to have a fairer complexion, P-pop group ALAMAT fights colorism in their new music video for "ABKD"

The new single 'ABKD' (read as a-ba-ka-da) was initially released on February 14 to mark the group's first anniversary since their debut. Followed by the release of the music video on Tuesday, February 22.
In the new video of ALAMAT, the eight members of the group can be seen motivating a member of the Indigenous Peoples community to continue on the journey of her dreams and push through her dreams despite society’s discriminative standards on beauty.

ALAMAT is no stranger to talking about social issues but the three-minute music video just hit differently as it breaks the social norm that has been shutting out the Indigenous Peoples community with equal opportunities and representation.


The track also featured several different languages aside from Tagalog. Taneo sang in Ilocano, Valfer in Ilonggo, Gami and Alas in Cebuano, Jao in Pampango, R-Ji in Waray, Tomas in Bicolano, and Mo in Zambal.

 



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