Coinciding with the release of the song, the interactive experience “Don’t Look Away” uses facial recognition technically with a camera-enabled device. Viewers will look into the eyes of unarmed victims and will be able to control the video stream. The song however immediately stops if the viewer turns away.
“In writing this song, I was motivated by the events involving prejudicial injustice that are still happening today,” said Usher about the song. “The reality is that racial bigotry diminishes the lives of too many people in our country. We have to come together as a country to solve these problems and this is one way I can contribute.”
He continued, “I chose to introduce the song through the ‘Don’t Look Away’ experience because it is important not only to feel the issue but to face it. The pain and suffering that these victims and their families have endured is something we must never forget. When we look away from this problem it gets worse. To fix it, we have to face it.”
“Chains” will see its debut performance at the TIDAL X: 1020 concert in Brooklyn later this month.
UPDATE: In case the “experience” is a little too intrusive, the video is now available on YouTube.