They Don't Care About Us permission to film in one of the city's shantytowns. The music video was directed by Spike Lee. Asked why he chose Lee to direct the video, Jackson responded, "'They Don't Care About Us' has an edge, and Spike Lee had approached me. It's a public awareness song and that's what he is all about. It's a protest kind of song ... and I think he was perfect for it". Jackson also collaborated with 200 members of the cultural group Olodum, who "swayed to the heavy beat of Salvador's 'samba-reggae' music". The media interest surrounding the music video exposed Olodum to
Prem (film director) acting in the same movie. Prem (film director) Kiran Kumar (born 22 October 1976), known by his screen name Prem called as "Jogi Prem" is an Indian film director and actor in Kannada cinema. He is also an occasional singer and lyricist. He is also Producer and runs his own banner called " Preamdreamspictures". He is considered one of the star directors in the Kannada film industry. He started his film career from Hello yama doing a small role. Making his debut as director in the 2003 released "Kariya", he directed back-to-back three successful films and is popularly addressed as