Tua’s new music video is a message without a metaphor

Produced by Sterntag Film for ad agency Jung von Matt, the music video for Tua’s Wenn ich gehen muss [If I Have to Go] is an exercise in creativity and empathy. 

Exceptionally popular in Germany, rapper/producer Tua turns a music video release into a political statement. Shot in Tua’s signature black and white style, the video starts with the artist's performance. Suddenly, he slips into the water, drowning, the music muffled and ruined. The words on the screen then read “this is not a music video.”

When he’s pulled out of the water, the video clearly reveals his rescuers are the charity Sea-Eye, an organization that rescues refugees from drowning in the Mediterranean in lieu of government intervention. The music video continues, sans music, as Director Eric van den Hoonaard forces the camera on the plight of the refugees fleeing violence. Cut in between visions of overpacked lifeboats and the Sea-Eye boats giving aid, Eric deftly shows the powerful necessity of the charity. 

The short is gut-wrenching, stark, and powerful. Tua quickly passes the spotlight to Sea-Eye and the work they do. It’s a piece that’s humble and human, presented without fanfare. The narrative twist is impressive, with the tone and visuals changing dramatically without feeling unnatural, ultimately creating a very poignant and memorable film.