On Sunday 14th December during The X Factor Final on ITV, Channel 4 will introduce the nation to an alternative pop artist – Viktoria Modesta. Launching as part of the channel’s brand campaign, ‘Born Risky’, a promo for the song Prototype will premiere to millions of viewers during the ad break, with the audience invited to watch a full length video at www.channel4.com/bornrisky
The promo presents Viktoria, every inch a new contemporary artist … but with a difference that sets her apart from the idealized form of a pop artist. A prosthetic limb. It is a difference too far for the music industry to date, and the reason why Channel 4 has given her this important platform.
Viktoria challenges our pre conceptions of what a pop artist could be. She treats her amputeeism as empowering, as part of her artistic expression which can thrill and influence - not an accident of nature which demands sympathy. She defies being categorized and makes us re –think meaning of the word ‘disabled’. In the same way that Channel 4’s Superhumans campaign during the London Paralympic Games in 2012 altered perceptions of disability in athletics, Viktoria’s Prototype shines a light on stigma, questions normal ideas of sex and beauty and celebrates being different.
Viktoria is a British singer-songwriter and model who took the radical decision aged 20 to undergo a below-the-knee amputation to improve her mobility following difficulties at birth which left her with a damaged left leg. A true non-conformist, Viktoria has pursued a career in music and modelling, including performing at the closing ceremony at the Paralympic Games in 2012, however certain doors have remained closed due to her amputeeism.
In a special ‘Making of Film’ Viktoria talks about her childhood, her background and her inspiration behind the collaboration. We also meet the woman behind the creation of the bespoke prosthetic legs which feature in the film Sophie de Oliveira Barata and the video director Saam Farahmand.
#BORNRISKY #PROTOTYPE #VMWORLD