Although our history tells us that being under the colonization of Spain and America has something to do with the obsession with white beauty among Filipinos, it continues to be deeply rooted in Philippine culture due to the constant exposure to tone-deaf, ad campaigns of the massive skin lightening industry.
In the wake of the complex social issue of wanting to have a fairer complexion, P-pop group ALAMAT fights colorism in their new music video for "ABKD"
The new single 'ABKD' (read as a-ba-ka-da) was initially released on February 14 to mark the group's first anniversary since their debut. Followed by the release of the music video on Tuesday, February 22.
Mundo mo ito!
— ALAMAT ᜀᜎᜋᜆ᜔ (@Official_ALAMAT) February 23, 2022
ALAMAT 'ABKD' Music Video
Out Now on YouTube!
Watch it here: https://t.co/BjcI46RjEx pic.twitter.com/cjk7yP3lfs
ALAMAT is no stranger to talking about social issues but the three-minute music video just hit differently as it breaks the social norm that has been shutting out the Indigenous Peoples community with equal opportunities and representation.
FUN FACT: #Alamat members Taneo and Mo were the ones sent to Villa Maria, Porac, Pampanga to teach the Aetas how to dance the chorus of ABKD 🤎 Vlog soon. Meanwhile, watch and share the MV: https://t.co/BjcI478V37#ALAMAT_ABKD #ALAMAT_ABKDMVPremiere
— ALAMAT ᜀᜎᜋᜆ᜔ (@Official_ALAMAT) February 22, 2022
ABKD MV OUT NOW pic.twitter.com/RIbHjHEPnu
The track also featured several different languages aside from Tagalog. Taneo sang in Ilocano, Valfer in Ilonggo, Gami and Alas in Cebuano, Jao in Pampango, R-Ji in Waray, Tomas in Bicolano, and Mo in Zambal.