Wake up call
Before the video even starts, there is a trigger warning because of the graphic scenes about gun violence. But as Madonna says, this happens every day in America. Gun violence and gun control have long been a point of discussion and activism. The 8-minute-long music video is a wake-up call for the country, gun violence has to stop. In the music video we can see how Madonna is going out, somewhere in the ’70s. She gets threatened with a gun and gets robbed. Later that night a shooter gets into the club where she and all her friends are. In a graphical way, it is shown how the visitors – including Madonna herself – are shot. In the meantime, we can see Madonna trying to write about gun violence on a typewriter in an apartment filled with subtle political messages, such as the poster “straight white men rule everything around me”.
But her political message doesn’t stop with graphic clips, the video ends with statistics about gun violence in America and a written message: “Gun Control. Now”. On Twitter she added: “This is your wake up call. Gun violence disproportionately affects children, teenagers and the marginalized in our communities. Honor the victims and demand GUN CONTROL. NOW. Volunteer, stand up, donate, reach out.
Not the first time
The video was produced by the Swedish Jonas Åkerlund, the man behind multiple controversial clips such as “Smack My Bitch Up” of the Prodigy. It was the seventh collaboration between these two icons. This isn’t the first time that Madonna included political statements in her music. On the new album Madame X there are multiple songs, such as “Killers Who Are Partying”, “Future” and “I Rise” where she speaks out about political issues.