‘Na Atividade’ is the result of Iza’s partnership with nine musical talents who came from the outskirts of some states in the country, such as São Paulo, Rio de Janeiro, Minas Gerais, Bahia, among others.
The song, which transits through afrobeat, won a video clip on YouTube by Devassa, the brand behind the project. And the entire experience was recorded in the series “Tropical Creativity: Opens the Doors to the Ghetto”, open to non-subscribers of Globoplay.
“Na Atividade” takes shape in rhyme, poetry, percussive swing and violin, through a beat produced by Pablo Bispo and Sérgio Santos, who also flirt with pagodão, rap and funk.
SITCOM
The series “Tropical Creativity: Opens the Doors to the Ghetto” is divided into four 17-minute episodes. The documusical reflects on the journey that young people from the periphery go through to make a living from music. The care in maintaining and explaining the local slang of an eclectic group is a striking feature of the production.
Like most young people from the periphery, the trajectory of the project’s musicians is marked by social adversities, which impacted their self-esteem. The series captures moments when these protagonists question the merits of collaborating with a pop star. This discussion is amplified by Larissa Luz, a kind of godmother of the project, who explains that black people are taught not to celebrate achievements, but to go on with life’s battles.
The project is conceived by the agency HNK Lab, produced by Trace Brasil, a pioneering ecosystem in Afro-urban audiovisual creation in the country, with executive and creative production by Alberto Pereira Jr. The work is curated by talents from Digital Favela and digital media strategy by iProspect (Red Star).
