[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:00.62,0:00:05.26,Default,,0000,0000,0000,,[New York Close Up]
Dialogue: 0,0:00:10.70,0:00:15.16,Default,,0000,0000,0000,,[Whitney Independent Study Program--Lower Manhattan]
Dialogue: 0,0:00:15.68,0:00:20.64,Default,,0000,0000,0000,,I am a citizen and an artist from Braddock, Pennsylvania.
Dialogue: 0,0:00:23.09,0:00:25.36,Default,,0000,0000,0000,,I had decided when I was a teenager
Dialogue: 0,0:00:25.36,0:00:28.04,Default,,0000,0000,0000,,that I had to make work that was socially and
Dialogue: 0,0:00:28.04,0:00:29.29,Default,,0000,0000,0000,,politically conscious.
Dialogue: 0,0:00:32.19,0:00:35.29,Default,,0000,0000,0000,,["LaToya Ruby Frazier Takes On Levi's"]
Dialogue: 0,0:00:35.29,0:00:36.85,Default,,0000,0000,0000,,I had all these questions.
Dialogue: 0,0:00:36.85,0:00:38.72,Default,,0000,0000,0000,,I always questioned the authority.
Dialogue: 0,0:00:38.72,0:00:39.94,Default,,0000,0000,0000,,I always questioned the government.
Dialogue: 0,0:00:39.94,0:00:43.87,Default,,0000,0000,0000,,I always questioned what the media was showing.
Dialogue: 0,0:00:43.87,0:00:48.05,Default,,0000,0000,0000,,I never really believed what I was seeing
Dialogue: 0,0:00:48.05,0:00:49.91,Default,,0000,0000,0000,,because I was experiencing something that was
Dialogue: 0,0:00:49.91,0:00:51.15,Default,,0000,0000,0000,,totally different.
Dialogue: 0,0:00:52.03,0:00:58.63,Default,,0000,0000,0000,,[LaToya has been making pictures of Braddock, PA since she was 16 years old.]
Dialogue: 0,0:00:59.61,0:01:01.98,Default,,0000,0000,0000,,Making the work on Braddock is really me
Dialogue: 0,0:01:01.98,0:01:04.67,Default,,0000,0000,0000,,talking about American history and
Dialogue: 0,0:01:04.67,0:01:07.13,Default,,0000,0000,0000,,the impact of the Industrial Revolution
Dialogue: 0,0:01:07.13,0:01:08.80,Default,,0000,0000,0000,,the part that people won't tell.
Dialogue: 0,0:01:15.99,0:01:18.09,Default,,0000,0000,0000,,You know, people, always, are very proud of
Dialogue: 0,0:01:18.09,0:01:20.55,Default,,0000,0000,0000,,America being the creator of steel, but they don't
Dialogue: 0,0:01:20.55,0:01:22.60,Default,,0000,0000,0000,,ever highlight the backside to it or what
Dialogue: 0,0:01:22.60,0:01:25.51,Default,,0000,0000,0000,,happened once the steel mills left the country
Dialogue: 0,0:01:25.51,0:01:26.74,Default,,0000,0000,0000,,and closed.
Dialogue: 0,0:01:30.60,0:01:33.77,Default,,0000,0000,0000,,Braddock is one of the most toxic places
Dialogue: 0,0:01:33.77,0:01:35.64,Default,,0000,0000,0000,,in America.
Dialogue: 0,0:01:39.12,0:01:41.49,Default,,0000,0000,0000,,We're all dying there from cancer,
Dialogue: 0,0:01:41.49,0:01:43.93,Default,,0000,0000,0000,,asthma,
Dialogue: 0,0:01:43.93,0:01:46.88,Default,,0000,0000,0000,,illnesses like lupus.
Dialogue: 0,0:01:55.96,0:01:59.02,Default,,0000,0000,0000,,The CEO of Levi's
Dialogue: 0,0:01:59.02,0:02:02.89,Default,,0000,0000,0000,,decided that they wanted to use Braddock for their
Dialogue: 0,0:02:02.89,0:02:06.42,Default,,0000,0000,0000,,new denim campaign
Dialogue: 0,0:02:06.42,0:02:09.83,Default,,0000,0000,0000,,and they decided to use it because it has this
Dialogue: 0,0:02:09.83,0:02:13.51,Default,,0000,0000,0000,,gritty realism and it could be hip and it could
Dialogue: 0,0:02:13.51,0:02:17.31,Default,,0000,0000,0000,,be profitable to sell their jeans.
Dialogue: 0,0:02:18.42,0:02:22.62,Default,,0000,0000,0000,,And it's really insidious when you put a black man
Dialogue: 0,0:02:22.62,0:02:26.25,Default,,0000,0000,0000,,in a photograph and then you slap on top of it
Dialogue: 0,0:02:26.25,0:02:29.74,Default,,0000,0000,0000,,"everybody's work is equally important"
Dialogue: 0,0:02:29.74,0:02:31.85,Default,,0000,0000,0000,,especially when you know the history of the
Dialogue: 0,0:02:31.85,0:02:33.29,Default,,0000,0000,0000,,steel mills in Braddock.
Dialogue: 0,0:02:33.29,0:02:34.71,Default,,0000,0000,0000,,They didn't want to employ us.
Dialogue: 0,0:02:34.71,0:02:35.88,Default,,0000,0000,0000,,They barely employed us.
Dialogue: 0,0:02:39.05,0:02:43.05,Default,,0000,0000,0000,,Levi's went with the idea that Braddock is the
Dialogue: 0,0:02:43.05,0:02:44.88,Default,,0000,0000,0000,,new frontier.
Dialogue: 0,0:02:46.67,0:02:51.89,Default,,0000,0000,0000,,And to call Braddock the new frontier,
Dialogue: 0,0:02:51.89,0:02:54.22,Default,,0000,0000,0000,,that's like cowboys and indians,
Dialogue: 0,0:02:54.22,0:02:57.85,Default,,0000,0000,0000,,slavery, this brings up a lot of things
Dialogue: 0,0:02:57.85,0:03:00.88,Default,,0000,0000,0000,,that resonate in the darker side of
Dialogue: 0,0:03:00.88,0:03:02.54,Default,,0000,0000,0000,,American history.
Dialogue: 0,0:03:03.40,0:03:09.72,Default,,0000,0000,0000,,[As part of its "Ready to Work Go Forth" campaign, Levi's opened a public photo studio in SoHo.]
Dialogue: 0,0:03:10.99,0:03:16.01,Default,,0000,0000,0000,,[LaToya created a performance in response.]
Dialogue: 0,0:03:17.24,0:03:22.33,Default,,0000,0000,0000,,[sound of denim rubbing against the sidewalk]
Dialogue: 0,0:03:41.52,0:03:44.13,Default,,0000,0000,0000,,[Liz Magic Laser--Artist]
Dialogue: 0,0:03:48.42,0:03:52.18,Default,,0000,0000,0000,,I think it's funny that the Levi ads came out
Dialogue: 0,0:03:52.18,0:03:54.48,Default,,0000,0000,0000,,across the world saying "everyone's work is
Dialogue: 0,0:03:54.48,0:03:55.91,Default,,0000,0000,0000,,equally important" when
Dialogue: 0,0:03:55.91,0:03:58.05,Default,,0000,0000,0000,,University of Pittsburgh Medical Center
Dialogue: 0,0:03:58.05,0:04:00.68,Default,,0000,0000,0000,,decided to abandon our town because it said
Dialogue: 0,0:04:00.68,0:04:03.65,Default,,0000,0000,0000,,that it wasn't making enough profit off of us.
Dialogue: 0,0:04:07.42,0:04:10.65,Default,,0000,0000,0000,,Like, I'm watching my mother wither away while
Dialogue: 0,0:04:10.65,0:04:12.67,Default,,0000,0000,0000,,the hospital is being torn down and she lives
Dialogue: 0,0:04:12.67,0:04:14.49,Default,,0000,0000,0000,,right next to the hospital.
Dialogue: 0,0:04:41.92,0:04:43.38,Default,,0000,0000,0000,,Like, does the American public know that?
Dialogue: 0,0:04:46.05,0:04:47.94,Default,,0000,0000,0000,,While everybody's work is equally important
Dialogue: 0,0:04:47.94,0:04:51.98,Default,,0000,0000,0000,,that our top employer, Braddock UPMC Hospital,
Dialogue: 0,0:04:51.98,0:04:55.66,Default,,0000,0000,0000,,abandoned our town and fired over 600 people.
Dialogue: 0,0:04:59.32,0:05:01.12,Default,,0000,0000,0000,,So we... Not only do we not have health care,
Dialogue: 0,0:05:01.12,0:05:04.63,Default,,0000,0000,0000,,we don't have jobs, but we do have the Levi's
Dialogue: 0,0:05:04.63,0:05:05.82,Default,,0000,0000,0000,,ad campaign that says,
Dialogue: 0,0:05:05.82,0:05:07.42,Default,,0000,0000,0000,,"go forth."
Dialogue: 0,0:05:07.42,0:05:08.53,Default,,0000,0000,0000,,And I would like to know,
Dialogue: 0,0:05:08.53,0:05:09.97,Default,,0000,0000,0000,,go forth where?
Dialogue: 0,0:05:22.26,0:05:24.76,Default,,0000,0000,0000,,You know, it's my job as an artist,
Dialogue: 0,0:05:24.76,0:05:26.13,Default,,0000,0000,0000,,I can ask those questions.
Dialogue: 0,0:05:27.54,0:05:29.43,Default,,0000,0000,0000,,It's my job to ask those questions--
Dialogue: 0,0:05:29.43,0:05:31.31,Default,,0000,0000,0000,,that's what an artist should do.
Dialogue: 0,0:05:43.52,0:05:46.80,Default,,0000,0000,0000,,What I feel an urgency to do at this moment
Dialogue: 0,0:05:46.80,0:05:51.43,Default,,0000,0000,0000,,is to really return back home and to really do
Dialogue: 0,0:05:51.43,0:05:53.96,Default,,0000,0000,0000,,something--not as the artist, LaToya Ruby Frazier,
Dialogue: 0,0:05:53.96,0:05:56.34,Default,,0000,0000,0000,,but as the citizen of
Dialogue: 0,0:05:56.34,0:05:58.58,Default,,0000,0000,0000,,Braddock, Pennsylvania, LaToya Ruby Fraizer.
Dialogue: 0,0:05:58.58,0:06:01.72,Default,,0000,0000,0000,,As a citizen, do something about what they've done
Dialogue: 0,0:06:01.72,0:06:03.49,Default,,0000,0000,0000,,to my community.