Unlike, say, her performance at the Grammys, which was a perfect fusion of spectacle (a nine-months-pregnant woman rapping in a see-through dress) with content (Maya’s fervor was linked to the music), the video for “Born Free” feels exploitative and hollow. Seemingly designed to be banned on YouTube, which it was instantly, the video is set in Los Angeles where a vague but apparently American militia forcibly search out red-headed men and one particularly beautiful red-headed child. The gingers, as Maya called them, using British slang, are taken to the desert, where they are beaten and killed. The first to die is the child, who is shot in the head. While “Born Free” is heard in the background throughout, the song is lost in the carnage. As a meditation on prejudice and senseless persecution, the video is, at best, politically naïve.
“The video was more than fine with me,” Jimmy Iovine told me later that night. Despite Maya’s efforts, he had seen it. “I didn’t even have a blink.” A canny showman, Iovine knew that the video would get attention, that Maya would get her visa (which she did) and that all the noise was good for business. He has a long history of driving record sales with violent imagery: in the 1990s, Interscope was home to Death Row Records, where Snoop Dogg, Dr. Dre and Tupac Shakur made millions rapping about all things gangsta. Iovine also appreciates the outrageous: Interscope’s biggest artist is Lady Gaga, who has melded big-time theatricality with disco-based pop, a kind of love child of Elton John and Madonna.
