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Electro-folk band ONUKA presents a video for the track GUMA – an anti-utopian story about the system, and the fight against it.

Social messages are an integral part of ONUKA’s songs. GUMA is a track off the new album KOLIR ([ Ссылка ]) that deals with society’s ignorance towards people with disabilities.
With a track based on the sound used to help blind people navigate the Slavutych metro station in Kyiv, ONUKA seeks to demonstrate how unprotected this social group is in Ukraine. «I don’t hear, I don’t see, I don’t speak» are GUMAs three leitmotifs that perfectly describe the reality we live in, filled with indifference, absent-mindedness, and apathy. To people with disabilities – the blind, the deaf, this ignorance is especially grueling.

The video, however, gives GUMA’s original meaning a broader interpretation. «If you take the words ‘I’m leaving the network, I’m crossing the line’, it’s kind of an allusion to a virtual network, or any kind of system, for that matter, – tells ONUKA frontwoman, Nata Zhyzhchenko. – People with disabilities aren’t written into social mechanisms, they aren’t protected, their rights aren’t being accounted for. At the same time, many of us are trapped within attitudes and patterns that need to be gotten rid of».
The video was created by Yevhen Filatov. As he explains, it is based on classical anti-utopian stories. «GUMA is a story of a fight between an individual and the system, about the resistance of humans against automatization, – says Filatov. – But one can safely include other problems of the modern world as well – cyberspace addiction, the effect of social media, cancel culture, excessive consumption, and production».

Sooner or later, any mechanism fails. Like in any anti-utopian story, there are those in life who leave the system. This is the song’s and the video’s main call to action: change the structures and configurations that suck you in and make you a cog in this machine.

The aesthetic of the GUMA video deserves special attention. Like ZENIT and TIME, the music video for GUMA was created by Nata Zhyzhchenko and Yevhen Filatov in creative collaboration with Lesya Patoka. Yevhen and Nata are big fans of such architectural styles as Soviet constructivism and modernism. This is why the new video was shot in buildings that are exemplary for these movements, such as the KPI library or the Salute Hotel.
«This is not an ode to the Soviet epoch –, notes Nata Zhyzhchenko. –It’s about the beauty of architectural thought». At the same time, the video’s creator finds the spirit of control, hierarchy, and system in these buildings. «Once you’re inside, you can travel back in time», – adds Yevhen Filatov.

It’s hardly possible to overstate the work of Lesya Patoka. For this video, she and her team used upcycling again. However, this time together with Nata they decided to deviate from the minimalistic and futuristic aesthetic they usually work with. In turn, they created the so-called «Soviet minimalism»: specific lines, simple silhouettes, but a much wider range of colors, unusual for the bandleader.
All costumes for the video were either thrifted or found in wardrobe departments. The looks were created according to the location’s color palette, so they either resonated or stood in contrast. «That’s why this video is so fascinating, – explains Patoka. – The video for GUMA is timeless. Watching it, you can’t pin down the time it was shot in. The bar is really high when you can shoot without presenting modern trends, but quoting the classics. Trends pass, but art stays forever».

Producer — Valeria Levitska
Director — Yevhen Filatov
Style & Art Direction — Lesia Patoka
Production — TVC Production
Producer — Igor Nesterenko
Line Producer — Serhii Mirankov
1AD — Yevhen Shklyarevich
DOP — Alex Lubenskiy
Makeup — Maria Kolomiets
Hair — Erteqoob
Tech crew and Equip — ZODIAC film Backstage photo —Yuri Gryaznov
Edit — Maryna Maykovska
Post/VFX — Roma Onufriychuk and Bogdan
Color — Andriy Shtern
Actors — Yevhen Yovenko, Julia Tsoi

Lyric:
Не чую, не бачу, не кажу (зла)
Покидаю Мережу
Перетинаю межу
Midzaru
Kikadzaru
Ivadzaru

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