An urgent plea for gender equality...

Sometimes a video is so powerful you simply need to let the band introduce it themselves.

Canadian group JPNSGRLS will release new album 'Divorce' on July 22nd, with new cut 'Bully For You' acting as a preview.

Kevan Funk shot the accompanying visuals, and it's a bold, urgent plea for gender equality.

JPNSGRLS: "We are just a band and Kevan is just a filmmaker. We have created this piece from a place of hope empathy and compassion. The song “Bully For You” is essentially a protest song about the lack of gender equality in the world. And a big component of what society teaches boys, growing up, is to reject everything about themselves that is traditionally feminine, which ultimately leads to men seeing women as less than human. The visual backdrop of this song (A gatorade commercial that turns into Swan Lake) is meant to bring attention to and challenge the glorification of hyper-masculinity and extreme violence by embracing things like grace and beauty and compassion. With this video we invite our audience to embrace kindness, love and sensuality, rather than rage, dominance and bitterness as well as encourage everyone to ask ‘how can I help?’"

Kevan Funk: "Initially trying to develop a concept for this track was a surprisingly difficult process. The song has such a powerful, aggressive energy to it that I found myself being draw back time and time again to ideas that were either anchored or dominated by violence (something that the title of the song surely biased as well). And while that energy was engaging, I wasn't interested in creating something that felt destructive or bellicose. So I began to explore ways of maintaining the influence of the visceral response I had first listening to the song but also trying to subvert that innate sense of aggression. Ultimately, this pairing of combat and dance provided a perfect balance of this dynamic. They provided a wonderful parallel, particularly with regard to the extreme sense of intimacy in both practices. I'm also fascinated by the deconstruction and shifting definitions of masculinity. The concept gave me an opportunity to play with those expectations in a way that balanced beauty and irony."

Watch it now.

Photo Credit: David Tenniswood

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