Singer/songwriter Greyson Chance has returned with the music video for “Good As Gold,” premiering exclusively on Billboard today (Oct. 1).
The visual highlights the Lakota tribe in South Dakota. Chance was introduced to the Native American tribute through the video’s director, Bobby Hanaford, who had previously shot a a documentary on the Lakota Reservation of Pine Ridge about teen suicide. The area is statistically the most impoverished area code in the nation.
“Being born and raised in Oklahoma had previously informed me of the inconsistencies that are common among Americans when approaching and discussing Native issues,” Chance tells Billboard. “We too often ignore and rearrange our dark history to our own suitable liking, and in modern times we hold a blind eye to the reservations that fall just outside of our cities. Yet, what surprised me the most when visiting Pine Ridge and speaking to the local people was not their poverty, but rather their optimism, their hope, their perseverance, and their love.”
Chance tells Billboard that the Lakota asked that the true essence of their people was highlighted, opposed to the often-sensationalized aspects of their day-to-day life. “The Lakota were and are survivors; they are one people united underneath compassion and a desire to help one another. Seeing this with my own eyes was truly one of the most beautiful things I have ever witnessed,” he explains.
All proceeds made from the “Good As Gold” video will go directly to the Lakota community, specifically towards a youth center in Pine Ridge. Chance also hopes to continue working with the tribe: “I hope to grow my friendship with the Lakota and work in the future to secure donations for many of the reservation’s charitable funds.”
You can get a first look at the “Good As Gold” video below.