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Following the release of the song Convindria on July 4th, this protest anthem now takes on a new visual dimension with the presentation of a collective music video. It is a new participatory action within the Via Menorca campaign, promoted by GOB, to highlight the massification and touristification suffered by the island.
The audiovisual piece, now available on digital platforms, involved the coordination of more than 50 people from very diverse generations and backgrounds, all motivated by the need to set limits. It was filmed in the orchards of Sant Joan, in Maó.
This new initiative from Via Menorca creates a visual universe that calls for collective resistance — a need that is becoming increasingly evident in Menorca.
A performative action
The protests organized by the Via Menorca campaign — including the morning parking action at Cala en Turqueta, the human hug around the historic centre of Ciutadella, or the parody of “Cala Biosfereta” that went viral worldwide — are always participatory and collective in nature, and take shape through performative actions. For this reason, the creation of the music video was approached through the generation of original imagery.
The filming plays with the idea of a collective ritual that gains strength as more individuals join in a shared cause. People who have decided to get involved in response to the collapse that Menorca is currently experiencing, and who want to express their discomfort through a communal act.
A song would be suitable, and new imaginaries as well
The lyrics of Convindria refer to the need to generate a collective outcry to demand limits on touristification. Underlying the song is a group voice calling for a change of course, and it is through the music video that the visual imagery of this collective demand has been completed.
The images show people gradually joining the initiative, individuals who bring their bodies and energy to say “enough” to the current drift. They gather and move together in a kind of procession toward Maó, to reject the model that is pushing Menorca toward “Balearisation.”
The symbolism in the flags and animations within the music video is playful, provocative, and not tied to a specific interpretation of reality. It is an artistic way to express collective strength. In the abstract, the symbols are nothing more than objects of insubordination — they could be figures meant to ward off “the evils we seek to scare away,” as the song says — and represent the complexity of the current moment Menorca is facing.
It is now time to get involved
As social analysts often say, we have moved from an ecologism focused on place names — campaigns to protect specific spots — to having to face metabolic problems (water, energy, waste, excessive tourism, traffic collapse, etc.). The symbols in the video are an exercise in imagining more sustainable and beautiful futures.
The music video, like the song, is also a celebration — a festive proposal to generate the kind of energy needed for collective action to defend a model — the Menorca model — which has been an example to many and is now under various threats. It is time to get involved to protect what we love.