The video for the powerful track dropped on Wednesday (Aug. 8). Though short, the poignant message is delivered. The visual shows short cuts of common Americans from different swaths of life mixed with shots of Nokia who rhymes over the piano driven track from Timbaland
“Here’s to the people who work everyday, to make the world better, stronger and great/Let’s stand for the people who cannot make noise/Let’s stand for the people that don’t have a voice,” she raps amid Timbo adlibs. “Now is the time, a time for a change/The start of a chapter, the turn of a page/Time to reflect and improve our ways/Join hands together and erase the hate.”
Erase the Hate is a social impact campaign put together by NBCUniversal Cable Entertainment. The launch of this year’s campaign coincides with the one-year anniversary of the volatile White supremacist Unite the Right march in Charlottsville, Va. and the riots that happened afterward.
ETH’s mission statement notes their goals are to “amplify and accelerate the work of people and organizations on the frontlines of anti-hate, pro-inclusivity efforts.”
The org serves its duty by providing grants, coaching and mentorship as well as smaller funds to assist people and organizations in times of need. Erase the Hate was initially launched two decades ago and relaunched in 2017, after being announced by NBCUniversal Cable Entertainment chairman Bonnie Hammer.
“When we launched Erase the Hate over 20 years ago, it was truly inspiring to see so many people rally around the call for inclusion over prejudice,” Hammer said in a statement. “We’ve dedicated a lot of thought for a very long time reimagining this campaign for today’s digitally connected world because sadly, this work feels more urgent now than ever before.”
He added, “I’ve always believed people aren’t born knowing how to hate; they are taught to hate. It’s time to channel our energy into doing what we can to break this destructive cycle.”
Timbo and the “Morphine” rapper were happy to be apart of the movement. “I wanted to join this campaign more than anything simply because I have always revolved my life, revolved my music, revolved my passions around dismantling hate,” said Princess Nokia in a behind-the-scenes clip. “I’m a champion of love. I’ve always been a champion of love.”
- Timbo echoed her sentiment. “Music is the most powerful tool to cure any negativity in the world,” he added. “Being a part of this campaign is perfect for me.”
Check out Princess Nokia