Jorja Smith has released the video for her new single, By Any Means, written with an intention to contribute to the ongoing momentum of the Black Lives Matter movement. And not just on Instagram.
"The inspiration behind By Any Means really came from going to the Black Lives Matter protest and leaving thinking, what can I do to keep this conversation going?" the singer-songwriter said in a statement. "It’s not just a post on social media, it's life."
In the lead up to the video's release, Smith said she had "never felt so proud".
By Any Means was filmed in Smith's native Britain. It features intimate depictions of BIPOC families, friends, individuals on and evocation of unity.
"If you can feel the pain then you know you're alive. Both feet on the line. By any means I will fight," Smith sings.
The artist says she "can't help but smile or cry" when she watches the video.
By Any Means is the lead single on the Reprise project by Jay Z's Roc Nation - a movement conceived to unite artists in protest against social injustice. According to Roc Nation, "A portion of proceeds will support organisations fighting to protect victims of police brutality, hate crimes, and other violations of civil rights." Watch this space for who else is involved.
It's not the first time Smith has lent her voice to issues of injustice. Her debut single Blue Lights, released back in 2016, was a call for change illuminating police racial bias and brutality.
To support the Reprise project, buy or stream By Any Means here.