**Warning** this video features sensitive content.

Kesha and her younger brother Sage teamed up with March for Our Lives activists to create “The Most Vicious Cycle,” a music video for the single, “Safe”, depicting the endless gun violence in America. To stop this cycle, we must vote for change on November 6.

“Safe” is the debut single from the artist Sage. Sage wrote the song while in his senior year of high school after the tragic mass shooting in a high school in Parkland, Florida. He played the first version of the song for his older sister, the music artist Kesha, who instantly felt the power of the track and wanted to help the cause by lending her voice to the song and movement. Chika, independent female rapper known for her vicious flow and fearless lyrics, contributed verses to finish the song.

The song is being released in partnership with March For Our Lives which is a non-profit organization aimed at ending senseless gun violence, founded by a group of students from Marjory Stoneman Douglas High school in Parkland, Florida. Together these students and artists are asking Americans to take to the polls this fall to vote for candidates who support common sense gun laws.

McCann, The Mill+, Wool & Tusk, Mellow Media, Sound Lounge and production crew and cast, including former students from Marjory Stoneman Douglas, have donated their services to help March For Our Lives and the musical artists. Together, they produced “Safe”—a groundbreaking new music video, which encourages people to vote for politicians who support sensible gun legislation. A portion of the proceeds from the song will go to March For Our LIves.


Agency: McCann NY
Creatives: Andre DeCastro & Nick Larson
Producer: Gaby Levy

Chief Creative Officers: Sean Bryan, Tom Murphy
Creative Advisor: Joyce King Thomas
Chief Production Officer: Nathy Aviram
Global Creative Chairman: Rob Reilly
ECDs: Susan Young, Daniela Vojta
President, McCann NY: Devika Bulchandani
Chief Communications Officer: Jeremy Miller

Production: Mill+
Director: Ben Smith
Executive Producers: Ian Bearce & Christina Thompson
Producer: Tia Perkins
Production Coordinators: Andrew Hollingsworth & Danika Casas
Shoot Supervisor: Kyle Cody

Editorial: The Mill
Editor: Ryan McKenna
Edit Assist: Matthew Campbell

VFX Production: The Mill+
Executive Producer: Christina Thompson
Producer: Grace Tober
Line Producer: Roshni Kakas
Production Coordinator: Umesh Chand
Chief Creative Officer: Angus Kneale
Creative Director: Ben Smith

Shoot Supervisor: Kyle Cody
2D Lead Artists: Kyle Cody, Venuprasath D
3D Lead Artist: Christian Nielsen
2D Artist: Molly Intersimone, Badarinath Chinimilli, Prasanna Bhatt, Rajeshkumar K
3D Artist: Tim Kim, Ryan Federman, Todd Akita, Tighe Rzankowski, Dave Barosin, Weicheih Yu, Sudakshina Sridharan, Vittal Kuntla, Fazal Khan, Giri Prasath S, Raj Kumar M, Sunil MM, Sendil Kumar
Animation: Scott McGinley, Alex Allain, John Wilson
Design: Clemens den Exter
Motion Graphics: Laura Nash and Wendy Eduarte
Asset Supervisor: Anish Mohan
Tracking Supervisor: Senthil Murugan Balasundaram
Colourist: Mikey Rossiter


Audio Post Production: Sound Lounge
Sound Designer: Marshall Grupp
Foley: Alchemy Post Sound
Audio Mixer: Tom Jucarone
Senior Producer, Audio: Becca Falborn


Music supervised by Rob Kaplan and Aaron Mercer from Wool & Tusk


“Safe” Track:

Produced and Engineered by Drew Pearson
Mixed by Jon Castelli
Engineer for Mix by Ingmar Carlson
Mastered by Emily Lazar at The Lodge, NY
Assisted by Chris Allgood
Written by Kesha, Sage, Chika, Pebe Sebert, and Drew Pearson
Chika vocals recorded by Mitch Davis at Pull Music
Executive Produced by Lagan Sebert, Hampton Howerton, and Jon Romero for Vector Management Executive Produced by Magic Seed Productions
Kesha appears courtesy of Kemosabe Records/RCA Records


Sarah Chadwick — March For Our Lives project strategist and coordinator
Sofie Whitney — March For Our Lives project strategist and coordinator
Ryan Deitsch — March For Our Lives Content Creator
Jackie Corin — National Outreach Director
Matt Deitsch — Chief Strategist