Don’t look away.

Today, Usher released a new song called ‘Chains’, featuring Nas and Bibi Bourelly, exclusively via the TIDAL streaming platform. The song was written in response to the “prejudicial injustice” affecting America.

‘Chains’ isn’t just a politically motivated song. It also includes a new type of digital experience. The webpage for ‘Chains’ asks users to enable access to their video camera to track eye movement during playback. You must then face a roll of faces from unarmed victims of racial injustice and police brutality. If you look away the song will stop. The page opens with the following line: “while racial injustice keeps killing, society keeps looking away.”

In a statement attached to the release, Usher said “I chose to introduce the song through the ‘Don’t Look Away’ experience because it is important not only to feel the issue but to face it. The pain and suffering that these victims and their families have endured is something we must never forget. When we look away from this problem it gets worse. To fix it, we have to face it.”

Head over to the TIDAL mini site to hear the song and take part in the experiment.

Usher will perform ‘Chains’ at the TIDAL X: 1020 even in Brooklyn later in October. Families of the victims in the video will be in attendance with proceeds donated to organisations that promote social impact and change.



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