Film production also includes production from Czar SP and Satelite Audio
Rapper from São Paulo Jovem MK brought to light an important social problem that affects many young people from the outskirts in a short film produced by KondZilla, agency Africa Creative, Czar SP and Satelite Audio.
Jovem MK recently released his first album through KondZilla, entitled “Meu Karma”, and it is a dense work that draws a parallel between the illusions and disappointments of life in crime, showing the rise and redemption that many young Brazilians are subjected to. The artist also wanted to highlight that the first gift for many young Brazilians is a firearm.
“My first album, “Meu Karma”, features the initials of my name, as it is where I was able to show my ideals, show who I am. I was able to address the theme of the hood, the realities of the outskirts. This experience in the neighborhood that I grew up with that inspired me”, explains Jovem MK. “I was 14 years old and right away they gave me a 38. So me, brother, I’ve never received a gift from anyone. It’s evident how the abandonment of the State pushes young people from communities into the arms of crime. Putting this on the agenda in society, In people’s conversations, it was my main objective with the song and now with the short film”, he adds.
Jovem MK teamed up with KondZilla, Africa Creative agency, Czar SP and Satelite Audio, to transform the album into a cinematic production that brings its lyrics to life. Filmed in São Paulo, in the Favelas of Heliópolis, Guaianases and Mooca, the work is a short film from the album, bringing an impactful visual narrative.
“With the support of our creative director, Tico Fernandes, I took the project to Africa Creative, who suggested emphasizing that, for many young people in Brazil, the first gift is a firearm. Africa brought Czar as a partner in the production , and Directors Paladino stood out in the reframing and execution of the project, collaborating with me in the direction. The film does not follow a linear narrative line and presents playful moments. The main idea was always to provoke feelings and reflections on how the stories of these characters are connected. real life and, unfortunately, follow a similar plot”, explains Kaique Alves, Director and Creative at KondZilla.
Directed by the duo Paladino, Beto Galloni and Gabriel Avelar, and Kaique Alves, the work explores philosophical concepts and uses visual metaphors to highlight the rapper’s trajectory. The short also reveals the redemption of Jovem MK, who refuses to perpetuate his life of crime and chooses the path of music.
The production was launched on KondZilla’s YouTube channel and features posters spread across São Paulo, content on social media and a partnership with Instituto Sou da Paz, promoting awareness among young people from the periphery to follow a different path.
