SA: Whitney April shares AI-generated Fighters video

From the first pounding beat of the drums, the music video immediately sets the stage for what’s to come. It depicts powerful women marching towards a goal. With the use of AI technology, the viewer is taken on a visual journey through some of the many human states (from the sense of loneliness to the feelings of despair) with which today’s world grapples – and how we can overcome by pulling together and supporting one another.

“When people see the video, I hope they feel like they matter and that they are seen,” April said. “I hope they feel empowered and uplifted and that they know they are not alone in whatever their struggle is.”

April’s manager, Wade Jordan, said the music video was created to show the diverse struggles women of different ages and backgrounds go through. “We wanted to tell a story visually and the use of AI truly brought out the message in the song in a very powerful way,” Jordan said. “It is a visual to show that you’re not alone and that we can unite to empower and lift each other up. It’s a message of hope.

 “I’m truly proud of this video and April. While managing PJ Morton, we created an animated video for his song ‘Be Like Water’, which features Stevie Wonder and Nas. When approaching how we wanted to convey the message in ‘Fighters’, we felt the imagery that the AI technology could provide would truly support the powerful message behind the song. I truly believe this song; its message and the messenger (April) is important during these times.”

Released as a sonic declaration in the league of Katy Perry’s ‘Roar’ and Taylor Swift’s ‘Shake It Off’ just ahead of International Women’s Day last month, April’s ‘Fighters’ has made its mark on local radio stations such as 5FM, Jacaranda FM, Goodhope FM, Heart FM, Phalaphala FM and Thobela FM.