ChocQuibTown's "Fresa" music video is more than just a video about cupid failing at making couples fall in love; it's a video that embraces the trio's Afro-Colombian culture.
"We are part of the African diaspora," Gloria "Goyo" Martínez of ChocQuibTown tells Billboard. "The music video displays the future of the African diaspora but without leaving the Latino part behind."
Every element of the music video, from the styling to the food that was cooked on set, was an homage to ChocQuibTown's native Chocó, Colombia, and their Afro-Latinidad. "One of the directors that worked on the video that day cooked a typical dish from Colombia called sancocho. He told us, 'We have to bring in all the vibe to the set,' and it was so special," she says.
Below, Goyo talks about the vision for the "Fresa" music video and talks about ChocQuibTown's soon-to-be-released collab with Sech.
What was the initial conversation like when it came to discussing the vision for the music video?
"Fresa" initially was a song we wanted to identify the Latin sound but in the future. We wanted to show a futuristic tropical sound and for it to have its own space within the urban genre. We also wanted the song to have a balance between comedy and romance. And also, since the beginning, I knew I wanted to work with a specific team for the styling part of the music video.
I know you were heavily involved in the artistic direction of the video, can you tell me about the Afro-Colombian cultural references in "Fresa"?
It's super important for me to represent those cultures because it's what makes ChocQuibTown. We are part of the African diaspora. The music video displays the future of the African diaspora but without leaving the Latino part behind. That's why it looks like we recorded in a village that could either be in Nigeria or Colombia. Our music is also influenced by these cultures and that's why we mix urban beats with cumbia and other sounds.
Tell us more about the overall looks and the styling in "Fresa" and what designers/stylists did you work with for this music video.
All the brands and stylists that we tapped are Colombian. For example, do.overlab is a Colombian clothing line that is very fresh and urban. It's by the young designer Carolina Osorio, who also happens to be J Balvin's sister. We've been friends for a long time now. We also worked with the brand Miguemo. The line's style can be global without losing its essence. It has character. I had seen their new collections beforehand, and so we decided to incorporate what they had and make it work for "Fresa" by choosing specific colors.
Colombian designer Jorge Duque designed Pachamama's look and it's very earthy and cultural but also very Afro with long braids that touch the floor. We wanted to make a statement about synthetic hair extensions that is typical in the African culture.
What can we expect from ChocQuibTown in 2020?
Soon we will be releasing a collaboration with Sech. When we collaborate with someone we look for the perfect song and the perfect moment and we never want to do a collaboration in the distance. We wanted to bring Sech to our side and record in our style and release something we are proud of. Something that will have that ChocQuibTown vibe. "Fresa" could also have a remix because it's been vibing with so many different artists. We will also be realeasing an album this year but we don't have a date yet.
