Photo: Supplied
MAKING MAGIC: Behind the scenes of the When is the Time music video, actors and musicians ready themselves to ask a serious questions.
This winter, musicians together with Rada Unearthed, a division of the non-profit company Rada, are uniting to pose the very important question – when is the time?
When is the Time is the eighth single from the Rada Unearthed (the NPO that aims to help and heal victims of rape, alcohol, drugs and abuse) compilation and is one of the most commanding in its underlying message. Written by JP Nobrega and produced by Howie Combrink, the song is brought to life by the vocal prowess of Caroline Borole and the charismatic rhymes of Reason Ndlovu.
“When is the Time is a very special song because it speaks to what is not only happening in South Africa, with regards to the abuse of humankind, but it speaks on a global platform,” said Borole.
“Like the title says, when is the time for us to stop and take a moment to take in all the things we do to each other as human beings and fix them.”
Photo: Supplied THE VOICE: Caroline Barole brings the new song, When is the Time, to life with her impressive vocals.
Shot and directed by fellow Rada Unearthed ambassador Sevven, the video depicts a young boy trying to cross the road. All around him are people going about their daily lives, unaware of his predicament, or perhaps just too busy to stop and help.
Having seen this scenario played out on various occasions, Reason said, “When are we going to change and start living like human beings and live together, not thinking of the colour.”
Since music is so integral to human life, founder JP Nobrega hopes that by releasing this track to the broader community, Rada can share a very important message but in a fun and relatable way.
“I believe everybody can identify with a good song,” he says.
“As far as South African talent goes, I believe we are up there with the best of them and I’m hoping that when you pick up the album and listen to the songs, you will feel the passion and love.”
Rada Unearthed Volume One was released in August last year and features a bevvy of South African talent, including Lira, Prime Circle, Ashlinn Gray, Howie Combrink and Michael Lowman, to name a few.
Details: www.rada.co.za; www.radaunearthed.co.za
Tweet @City_Buzz_ and let us know what you think of the message in this song.
