There was an outpouring of support for Ukraine from the artistic community at the outbreak of war with Russia - but as with anything, people become immune to even the most horrific headlines and images with time and repetition. So Imagine Dragons deserve major props for holding fire on their contribution to the cause until May 2023, at which point a stark reminder of the people impacted by the conflict is very welcome.

The film follows the story of a young boy named Sasha, whose village was occupied by the Russians for five months. His neighbours are dead, his home is destroyed, and the landscape of his childhood is irrevocably devastated, as documentary style visuals capture in visceral detail. The lad himself is visibly haunted by months spent hiding underground, and carries himself with admirable dignity as he returns to his ruined neighbourhood.

This is a great example of how high-profile artists can use their platforms for good, without letting egos come into play. There's no performance footage, no visible contribution from the band at all - they simply give a fund benefitting Ukrainians suffering from the awful destruction of war a chance to be seen by millions. It's far more impactful than a music promo simply furnished with a donation link, and sets the standard of how to do this sort of thing right.

Product Category: Promos

Territory: UK

by Syd Briscoe

There was an outpouring of support for Ukraine from the artistic community at the outbreak of war with Russia - but as with anything, people become immune to even the most horrific headlines and images with time and repetition. So Imagine Dragons deserve major props for holding fire on their contribution to the cause until May 2023, at which point a stark reminder of the people impacted by the conflict is very welcome.

The film follows the story of a young boy named Sasha, whose village was occupied by the Russians for five months. His neighbours are dead, his home is destroyed, and the landscape of his childhood is irrevocably devastated, as documentary style visuals capture in visceral detail. The lad himself is visibly haunted by months spent hiding underground, and carries himself with admirable dignity as he returns to his ruined neighbourhood.

This is a great example of how high-profile artists can use their platforms for good, without letting egos come into play. There's no performance footage, no visible contribution from the band at all - they simply give a fund benefitting Ukrainians suffering from the awful destruction of war a chance to be seen by millions. It's far more impactful than a music promo simply furnished with a donation link, and sets the standard of how to do this sort of thing right.

Product Category: Promos

Territory: UK