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Riky Rick’s AI-generated song nominated for international award, for its mental health cause
'Stronger' was recorded using AI from Riky’s words taken from his social media posts.
A campaign around mental health led by Riky Rick’s AI-generated song ‘Stronger’ is nominated for a Webby Award. Picture: rikyrickfoundation/Instagram
The Artificial Intelligence (AI) generated Riky Rick song Stronger that was released on Youth Day last year has been nominated for a Webby Award.
Stronger was recorded using AI from Riky’s words taken from his social media posts, but what’s more significant is that the tracks speaks to mental health well-being.
“He was someone the youth within our agency looked up to. Someone in the the team also said it was a campaign that was ‘close to home’. After Covid, so many people suffered with so many issues. Pressures, the ability to belong. Working on this campaign gave us a sense of meaning,” Chief Creative Officer at Advertising agency TBWA, Carl Willoughby told The Citizen.
Real name Rikhado Makhado, Riky Rick was an MTN lead in a summer campaign and after his suicide, TBWA, which handled his account, decided to do something around him and mental health.
The Webby Awards are for excellence on the Internet presented annually by the International Academy of Digital Arts and Sciences – a judging body composed of more than 3 000 industry experts and technology innovators.
“For us it’s a space that recognises work in a more digital world. Stronger is many things, but at it’s core it’s a song that serves as a message of hope to those battling mental health issues,” said Willoughby.
Stronger is nominated in the Advertising, Media & PR – PR Campaigns’ Best Cause Related Campaign category.
“The track resonated with his fans, the music industry, the public. We have statistics that show how negative sentiment around mental health decreased by 39%. The song was and is played on radio, streamed on all the streaming platforms,” averred the Chief Creative Officer.
The song was put together by Riky’s long-time collaborators Ganja Beatz, Audio Militia, and lyricist Lebo Mochudi, with the help of an AI company based in the Ukraine.
Riky’s fans may vote for the song through the Webby Awards’ website.
ALSO READ: New Riky Rick song generated by AI to be released on Youth Day
The song’s meaning
On the song, fans heard Boss Zonke’s voice in new music again, more than a year after his passing.
In a section of the song Riky’s voice is heard saying: “Eish but look, death is not the greatest loss in this life, the greatest loss is what dies inside while we’re alive. That’s why I really wanted to remember that you have to take care of the people that are close to you…”
“The song took a while, we used an unreleased background track, produced by Ganja Beatz. So the song music was authentically Riky,” the advertising head averred.
Willoughby said the Riky’s family didn’t fully grasp how the song was going to be made until things came together.
“At first they were extremely receptive. I think a lot of it felt like theory. But when we started producing the track and bringing his voice to life I honestly believe it was triggering for them,” he said.
“There was lots of purpose and meaning behind this campaign and as one goes through the motions you still have to remember you’re dealing with a family suffering tremendous loss.”
“Our hope is that the Riky Rick Foundation for the Promotion of Artivism will inspire individuals and organisations to care for young people, for mental health and well-being as well as participate in bringing about the changes we want in society – in essence – to stay shining,” Riky Rick’s mother, Louisa Zondo said at the time the song was released.
“Please believe in young people. Give them as many opportunities as they need to prove themselves. At any cost,” Riky tweeted eight days before his death. This call now guides the foundation.
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