Some of the best of the best in the world of music, acting and filmmaking collide in Paul McCartney's new short music film for "Who Cares," the newest single from his chart-topping album Egypt Station. The song and video take on the tough topic of bullying and stars McCartney and Emma Stone, Academy award-winning actress from La La Land. This is music—and film—with a positive, uplifting message.
“My hope is that if there are kids being bullied—and there are," McCartney said in a statement. "Maybe by listening to this song and watching this video, they might just think it’s not as bad… that it’s the kind of thing you can just stand up to and laugh off and get through.”
The colorful and stark video is the vehicle for McCartney's partnership with Creative Visions, a global nonprofit organization that uses the power of media and the arts to ignite positive social change. The song and video come complete with the launch of the #WhoCaresIDo campaign, aimed at raising awareness of the issues tackled in the video and empowering people to treat each other with support and kindness.
More than mere positive suggestion, with partners Facebook, Enso, Aremis Rising Foundation, the Blue Chip Foundation and Subtractive Inc., the latter being the video's producers and creative force behind the videos unique look shot on 65mm Kodak Film with Panavision Cameras, the campaign hopes to reach millions and actually provide tools to take action through a network of experts and partners. In short, to help those affected by bullying get by with a little help from their friends.
“Millions of people around the world feel silenced, subjugated—bullied—and believe that no one cares,” Creative Visions Founder Kathy Eldon said in a statement. “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.”
The video is viewable exclusively on Apple Music for the first 24 hours.
