Outside of his music, Tanzanian superstar Diamond Platnumz is perhaps known for his flamboyancy and larger-than-life personality. One doesn’t have to look beyond Netflix’s Young, Famous & African to recognise what the 33-year-old phenomenon, his life, and global status music are all about.
In his newest music video for ‘Yatapita‘, Diamond Platnumz humbles himself with the help of Ivan, the director. Renouncing his image associated with riches and fame, the music video is a snapshot of the daily problems blue-collar workers face as they try to please their lovers in a society ruled by money.
Drawing from the everyday struggles of a hustler trying to fend for himself, the music video sees Diamond Platnumz take up a manual labourer’s persona. The video begins with his boss wrenching his clothes, shaking him before chucking his pay on the ground with disdain. All this happens in full view of his lover, who offers him an embrace and supposed words of comfort.
Throughout the music video, the musician and his companion overcome various obstacles and temptations that threaten their love. While waiting at the bus stop with him, his woman looks longingly at a woman in fancy clothes and a luxurious weave, who is then picked up by a man in a car. Diamond Platnumz, with the fruits of his labour, brings home a little offering for his lover in the shape of new dresses, which she delights in by modelling for him. However, their joy is dampened at night as the leaky roof rains on their happiness, forcing them out of their flooded bedroom.
The realist direction of the visuals and the crude, low-income setting sees Diamond Platnumz and his lover at the centre of the bottom-most part of the food chain. There’s a likability about their underdog narrative, an appealing storyline of how couples find themselves constantly at odds over comparison and competition with other people. Underscored by lyrics of hope, the visuals play out almost like a found footage of two ordinary Africans doing their damnedest to stay alive and in love.
The theme of patience – ah, that love conquers all – is the solder of the short film. In this capitalist world, it’s always the one with the most money who gets the best girl. In such an environment where there’s no waiting and anything can be paid off, the ‘Yatapita‘ music video is a contrarian view of the world. The view less spoke of.
In Diamond Platnumz is the avatar of a sincere, hardworking man, his lover’s pride and treasure. His companion is an example of a loyal lover, his assurance that grounds him, reminding him that love is not always about money and earthly possessions.
The visuals for ‘Yatapita‘ are frames taken from the rags half of the traditional rags-to-riches story. An idealistic worldview that is somewhat an accurate depiction of a niche of reality. However, unlike other stories of those who’ve had to start from the bottom, the music video is more candid, direct and unflinching.
The explicit nature of the struggle in the video inspires pathos. The end leaves a dull ache in the heart, a hope that the avatars represented in the video will one day make it out of the slums.
Watch ‘Yatapita’ here:
