The I Love My Hood creative collective uses new-reality thinking to create new ways to employ and empower people through a series of business projects that celebrate South African ingenuity and creativity, style and flair, Ubuntu and community. It includes the Johannesburg proprietors, artists, creatives, waiters, barmen, artisans and cooks of a now-closed Johannesburg restaurant who are battling to find a “new norm” during times of business unusual.
Its first project, Heroes, a music video paying homage to South Africa’s everyday heroes fighting the COVID-19 pandemic is an all-important one: the first step in the team’s healing and recovery process and serving to get everyone on the same page, proving to themselves, and to others, that it’s possible for each of us to be strong and to create great things – even during impossible times – and that they’re even stronger as a collective.
I Love My Hood’s Heroes music video – featuring the vocal talents of Joburg songbird Candida Masoma (The Lion King, Priscilla Queen of the Desert, Dreamgirls, Sister Act – The Musical, European tour of Opera – Mandela Trilogy, Sleeping Beauty, Madame Zingara ), creatively packaged by co-creatives Richard Griffin and digital design whizz Ziggy Ravuku – celebrates ordinary South Africans who have been quietly servicing our communities, below the headlines and behind the scenes.
Heroes would like to say thank you to all the essential services, community organisations and NGOs that feed, transport, protect, assist and care for others.
