WATCH: Sampa The Great Tackles Music Industry Racism In New Video

Sampa The Great has today released a brand new video for Time’s Up, taken from her critically acclaimed 2019 release The Return.

Featuring rapper Krown and directed by longtime collaborator Sanjay De Silva, the clip amplifies the track’s searing indictment of black representation in the entertainment industry.

"Time's Up is a track that was made to reflect a conversation between two young black artists about the Australian music industry," Sampa The Great said.

"With the current atmosphere it’s an important time to address systemic racism within the music industry, especially as it slowly rebuilds. Allyship should never be performative and as we continue past blackout day, all music orgs/labels should be put to task in bringing forward their initiatives for real change within their industry.”

The release coincides with the announcement that the Zambian-born, Botswana-raised and now Melbourne-based songwriter is partnering with mental health advocates Pola Psychology, who specialise in helping African youth in Australia gain access to mental health care and relevant funding.

“The labour put on marginalised people to have to address systemic racism every day means more trauma and pressure on our mental health and emotional state.

"“I’m partnering with Pola Psychology - a Naarm (Melbourne) based therapy practice to make sure African youth and musicians can access culturally appropriate mental health care in their own community, by their own community.

"At a time like this, it’s important to let my friends and the wider African community know that this support exists and our health matters.”

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Sampa The Great

Krown

Sanjay De Silva