Credit: Eric Luc
Credit: Eric LucAs announced Friday, Paul McCartney‘s official video for his new song “Who Cares,” co-starring Oscar-winning actress Emma Stone, got its online premiere Monday exclusively on Apple Music.
The short film was inspired by the anti-bullying message of the former Beatles star’s tune, which appears on his recently released studio album, Egypt Station. The video, co-directed by Sir Paul’s frequent tour photographer Brantley Gutierrez and veteran choreographer Ryan Heffington, features McCartney and Stone drawn into a surrealistic, cartoonish world where they’re pursued by mime-like dancers donning black-and-white harlequin makeup.
“My hope is that if there are kids being bullied — and there are…Maybe by listening to this song and watching this video, they might just think it’s not as bad,” Paul notes, “that it’s the kind of thing you can just stand up to and laugh off and get through.”
In conjunction with the song and video, McCartney is partnering with the activism-minded production company Creative Visions and other organizations to launch a new campaign dubbed #WhoCaresIDo that seeks to inspire people to promote positivity and stand up to bullying and negativity.
As part of the initiative’s goal, Creative Visions is building a coalition of nonprofit contributors that help create organizations and resources to spread the song’s compassionate message to homes, communities and workplaces.
“Millions of people around the world feel silenced, subjugated — bullied — and believe that no one cares,” says Creative Visions founder Kathy Eldon. “Our intention with this campaign is to put the power of the song to work and inspire us to show up and care — and let others know that we do care.”
After being available exclusively on Apple Music for 24 hours, the “Who Cares” video will be viewable via other outlets starting Tuesday.
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