DESCRIPTION:
Bullying is a huge issue among young people, often with desperate consequences. As well as the pain caused at the time, the effects can continue into adulthood and impact the next generation in a vicious cycle of negativity.

‘Keep on Fighting’ aims to give an honest and realistic image of the reality that so many young people endure. There are some key points we want to get across:

1. Bullying is a systematic abuse of power and often the victim cannot see an end to it. (A one-off act of verbal or emotional abuse is still serious but it is not bullying)

2. Hurt people hurt people. Bully’s are usually victims and behave the way they do for any number of complex reasons. They have often learned how to cause real emotional pain through bitter experience

3. A solution to bullying must involve a holistic approach that seeks to break the cycle of abuse by first tackling the loneliness and isolation at the root of it

The song itself has a double meaning. On one hand, it is a stream of consciousness from a victim of bullying telling a linear story of the victim’s struggle and his journey towards standing up for himself. However, the chorus hints on the deeper issue:

“You’re never gonna make me fall
I will keep on fighting
I’m gonna remain tall
I’ll be the one who’s winning”

On a first reading, this is the victim speaking. But look again and you will see how the bully might share these sentiments too. The need to ‘keep on fighting’ and to ‘be the one who’s winning’ are as much from the bully’s perspective as from the victim’s.

The story in the music video displays this visually as we see Jamie reaching out to Connor once the power has shifted in an act that might break the vicious cycle. Ultimately, we are left with a sense of hope that compassion and mercy can ultimately overcome anger and aggression.

Filmed, directed, edited: Philip Tod

Rapper: Jonezy

Vocals: Gaitway Brothers; New Scottish Youth Choir

Actors: Connor McKinley, Jamie Merser, Gaitway Brothers; Jonezy; New Scottish Youth Choir

Gaitway Brothers: http://www.gaitwaybrothers.com/

Jonezy: http://www.jonezyuk.co.uk/

Filmed on location in Glasgow city, Scotland

Buy track on iTunes: https://itun.es/gb/GlpCdb

#KeepOnFighting