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MTV
'Noitamalcer'
19 June 2022 60s
Reclamation
by Lateefah Jones

Last year, Juneteenth, which commemorates the end of slavery in the US, become an official public holiday in America. MTV has marked the 2022 iteration with this excellent film which, in line with the music channel's recently implemented strategy of working with creators from a particular community when the messaging relates to that community, was directed by Ewurakua Dawson-Amoah.

With 'Noitamalcer' (which is 'reclamation' backwards), MTV allowed Dawson-Amoah to have complete freedom of expression and, to achieve her vision, the director largely used people of colour in a crew that was also 80% female. The authenticity in the resulting film is tangible.

The piece opens with the line, “we are rich, with celebration” and this proves to be a perfect descriptor for the festivity of visuals which follow. The use of traditional, distinctive dress and accompanying drums and vocals give an obvious nod to the African heritage of America's Black population. A standout scene showing a group of men, brightly dressed, wearing berets, laughing and joking together in a forest will be unfamiliar to many because too often Black men are depicted in urban settings behaving in tough and intimidating ways. The ‘reclamation’ and reversal of this portrayal will challenge the usual stereotypes: one which the viewer might not have even realise they had.

It's a notable that the film focuses on the achievements and the strength of the Black community as opposed to the trials and suffering it has had to overcome. Its vision is forward thinking rather than retrospective and results in an empowering message which suggests that even better is yet to come.

Product Category: TV Stations

Territory: USA


Director: Ewurakua Dawson-Amoah
Producer: Tashi Bhutia
Producer: Ilana Portney
Head of Prod: Franceso Raffo
Prod M'ger: Zena Khafagy
EP: Adrian Sobraado
EP: Bre Kelly
DOP: Gabriel Crawford Connelly
1st AD: Teresa Plascencia
1st AC: Idil Eryurekli
2nd AC: Gianfranco Bello
Steadicam: Corey Hess
Editor: Kamila Daurenova
Colourist: Dimitri Zola

  MTV - 'Noitamalcer'


MTV
'Noitamalcer'
19 June 2022 60s

Reclamation

Last year, Juneteenth, which commemorates the end of slavery in the US, become an official public holiday in America. MTV has marked the 2022 iteration with this excellent film which, in line with the music channel's recently implemented strategy of working with creators from a particular community when the messaging relates to that community, was directed by Ewurakua Dawson-Amoah.

With 'Noitamalcer' (which is 'reclamation' backwards), MTV allowed Dawson-Amoah to have complete freedom of expression and, to achieve her vision, the director largely used people of colour in a crew that was also 80% female. The authenticity in the resulting film is tangible.

The piece opens with the line, “we are rich, with celebration” and this proves to be a perfect descriptor for the festivity of visuals which follow. The use of traditional, distinctive dress and accompanying drums and vocals give an obvious nod to the African heritage of America's Black population. A standout scene showing a group of men, brightly dressed, wearing berets, laughing and joking together in a forest will be unfamiliar to many because too often Black men are depicted in urban settings behaving in tough and intimidating ways. The ‘reclamation’ and reversal of this portrayal will challenge the usual stereotypes: one which the viewer might not have even realise they had.

It's a notable that the film focuses on the achievements and the strength of the Black community as opposed to the trials and suffering it has had to overcome. Its vision is forward thinking rather than retrospective and results in an empowering message which suggests that even better is yet to come.

Product Category: TV Stations

Territory: USA


Director: Ewurakua Dawson-Amoah
Producer: Tashi Bhutia
Producer: Ilana Portney
Head of Prod: Franceso Raffo
Prod M'ger: Zena Khafagy
EP: Adrian Sobraado
EP: Bre Kelly
DOP: Gabriel Crawford Connelly
1st AD: Teresa Plascencia
1st AC: Idil Eryurekli
2nd AC: Gianfranco Bello
Steadicam: Corey Hess
Editor: Kamila Daurenova
Colourist: Dimitri Zola

MTV 19 June 2022
'Noitamalcer' 60s

Reclamation

by Lateefah Jones

Last year, Juneteenth, which commemorates the end of slavery in the US, become an official public holiday in America. MTV has marked the 2022 iteration with this excellent film which, in line with the music channel's recently implemented strategy of working with creators from a particular community when the messaging relates to that community, was directed by Ewurakua Dawson-Amoah.

With 'Noitamalcer' (which is 'reclamation' backwards), MTV allowed Dawson-Amoah to have complete freedom of expression and, to achieve her vision, the director largely used people of colour in a crew that was also 80% female. The authenticity in the resulting film is tangible.

The piece opens with the line, “we are rich, with celebration” and this proves to be a perfect descriptor for the festivity of visuals which follow. The use of traditional, distinctive dress and accompanying drums and vocals give an obvious nod to the African heritage of America's Black population. A standout scene showing a group of men, brightly dressed, wearing berets, laughing and joking together in a forest will be unfamiliar to many because too often Black men are depicted in urban settings behaving in tough and intimidating ways. The ‘reclamation’ and reversal of this portrayal will challenge the usual stereotypes: one which the viewer might not have even realise they had.

It's a notable that the film focuses on the achievements and the strength of the Black community as opposed to the trials and suffering it has had to overcome. Its vision is forward thinking rather than retrospective and results in an empowering message which suggests that even better is yet to come.

Product Category: TV Stations

Territory: USA


Director: Ewurakua Dawson-Amoah
Producer: Tashi Bhutia
Producer: Ilana Portney
Head of Prod: Franceso Raffo
Prod M'ger: Zena Khafagy
EP: Adrian Sobraado
EP: Bre Kelly
DOP: Gabriel Crawford Connelly
1st AD: Teresa Plascencia
1st AC: Idil Eryurekli
2nd AC: Gianfranco Bello
Steadicam: Corey Hess
Editor: Kamila Daurenova
Colourist: Dimitri Zola