There's no shortage of rapper-approved pro-voting messaging out there for Election Day, but this particular PSA still feels pretty significant. It's Time, a short film commissioned by Florida’s 1199SEIU United Healthcare Workers East, recruits heavy hitters Pusha T, Jay Electronica, T.I., and more to encourage young voters of color, in Florida and elsewhere, to hit the polls and make sure their voices are heard.
The clip pairs footage of folks in Florida's black and Latino neighborhoods with PSAs from a handful of artists aimed toward getting out the vote in the crucial swing state.
Pusha T leads off the film with a list of familiar priorities: "My people, it's time that we end this mass incarceration system. It's time that we fix this flawed criminal justice system. It's time that we let our people go."
Jay Elect follows with a message of community solidarity: "It's time that we come together and pool our own resources to take control over where we live and our lives."
Toward the end, T.I. echoes Pusha T's call for criminal justice reform: "It's time to end systemic racism. It's time to end mass incarceration and privatized prisons. It's time to begin proper education in our underserved areas of society."