Exploring the enduring impact of “Spirit” on our collective consciousness: music videos as a means of archiving our culture
So, for those of you who do not know, which is probably most of you guys, I am a huge sucker for a good music video. There’s something magical about directors taking a concept and running wild with creativity. I revel in the nuances, the symbolism, and the layers of meaning they manage to infuse into a few minutes of visual storytelling. So, imagine how gagged I was when I first saw Kwesta’s “Spirit,” directed by creative genius Tebogo Malope. It’s more than just a music video; it’s a heartfelt ode to Kasi life, encapsulating everything from the streets to cultural nuances.
“Spirit” served as a cultural archive, that is a living, breathing testament to our times. It embodies the resilience and power of South African youth of colour in the face of historical segregation. Its title resonates deeply with the country’s liberation struggle, symbolising the enduring spirit of its people. The visuals, from spinning cars to church scenes, vividly depict the everyday life and culture of South Africa, reinforcing the song’s message of authenticity.
When we think about archiving we often think of collections of photographs or historical documents. But in the context of music videos like “Spirit,” archiving takes on a new dimension. It’s about preserving our cultural narratives and ensuring that our representation is in our own hands. By sharing multimedia content across various platforms, we’re shaping our identity and cementing our place in history.
In today’s world, as we churn out multimedia content and share it across platforms, we’re not just creating; we’re shaping our identity. We’re inscribing ourselves into the annals of history, ensuring that our stories, our struggles, and our triumphs are etched into the collective memory. It’s a conscious effort to take control of our narrative, resisting any attempts to erase our essence.
To wrap this low key rant/ venting session by saying let’s keep creating, keep sharing, and, most importantly, be mindful of how we frame and reimagine our representation in history. To echo Steve Biko’s wisdom, “The greatest weapon in the hand of the oppressor is the mind of the oppressed.” So, let’s not allow the west to control our stories or erase our essence from history.
