“They Don’t Care About Us” – The Legendary Story of the Santa Marta Favela

In 1996, Michael Jackson’s filming of the “They Don’t Care About Us” music video in the Santa Marta favela in Rio de Janeiro holds a unique place not only in music history but also in the history of social transformation. This story is a perfect example of how the power of art, political resistance, and social change can intertwine.

The Brazilian Government’s Fierce Opposition

Brazilian authorities initially strongly opposed Michael Jackson filming his music video in the Santa Marta favela in Rio de Janeiro and in Salvador. Behind this opposition lay serious political concerns.

The Government’s Image Concerns

The authorities feared that filming the video in areas with high poverty and crime rates would make Brazil look bad to the world. They wanted to highlight Brazil’s image as a “paradise of carnival, football, and tourism,” not its social problems.

The Governor of the State of Rio de Janeiro at the time, Marcello Alencar, asked Jackson to prove his good intentions by providing financial assistance to the favela, while the former football superstar and then Minister of Sports, Pelé, claimed that this would ruin Brazil’s chances of hosting the 2004 Olympics.

Legal Obstacles

Politicians, fearing that Rio’s bid for the 2004 Olympics would be harmed, attempted to halt the shoot. A judge issued a ruling banning the filming, but this decision was later overturned.

The Drug Lord’s Unexpected Support

At the time, Santa Marta was under the control of the drug lord Márcio Amaro de Oliveira (nicknamed Marcinho VP). This powerful crime boss saw Michael Jackson’s arrival there as a great sign of respect.

Marcinho VP: The Secret King of Santa Marta

Marcinho VP was one of the leaders of Comando Vermelho, the largest crime organization in Rio de Janeiro. He was not only the leader of his cartel but also the unofficial chief of the Dona Marta favela located in the middle-class Botafogo neighborhood.

In 1996, when the singer Michael Jackson and director Spike Lee wanted to shoot a music video on the Dona Marta hill, where Marcinho was the unofficial leader, they had to get permission from him, not from the local authorities. This was an extremely embarrassing situation for the Brazilian state.

Marcinho VP granted permission for the filming and even provided security through his own men. He regarded Michael Jackson’s visit as a great show of respect to himself and his territory.

The Filming Takes Place

A Challenging Production Process

1,500 police officers and 50 favela residents serving as security guards had effectively shut down the Santa Marta favela. Some residents and officials found it disturbing that Jackson’s production team had negotiated with drug dealers in order to film in one of the city’s slums.

February 1996: Michael Jackson began filming in Salvador and Rio. In Salvador, thousands of fans pressed against the security lines, and Jackson fell to the ground after a woman’s tight embrace.

Favela Preparations: “The people were very proud. That was the most beautiful thing for me. People got up early and cleaned the area, they got ready for him, they collected the trash.”

Jackson’s Visit: Jackson arrived by helicopter but walked through the streets of Santa Marta, shook hands, and handed out candy. “In the end people were very surprised, because they had been expecting a man like an alien. And he was a normal guy.”

Spike Lee’s Direction

When Michael Jackson was asked why he chose Spike Lee, he gave this answer: “‘They Don’t Care About Us’ is an edgy song and Spike Lee approached me. This is a song to raise people’s awareness, and that’s exactly what he’s about. It’s a protest song… and I think he was perfect for it.”

Jackson also collaborated with 200 members of the Olodum cultural group, who swayed to the heavy rhythm of Salvador’s ‘samba-reggae’ music. The media attention surrounding the music video introduced Olodum to 140 countries worldwide, bringing them global fame and increased credibility in Brazil.

The Video’s Global Impact and Transformation

When Michael Jackson’s video was broadcast around the world, the Santa Marta favela suddenly began to draw interest like a tourist destination. This neighborhood, whose name normally no one even knew, became a topic in the world press.

Striking Statistics

  • As of 2023, the video has surpassed 1 billion views
  • The Olodum group became known in 140 countries
  • Approximately 8,000 people live in Santa Marta
  • In 2008, the first Peacekeeping Unit was established in Santa Marta

A spokesperson for the Rio de Janeiro Tourism Office, Claudia Silva, said: “The process of making Santa Marta better began with Michael Jackson. Now this is a safe favela. There are no more drug dealers, and this is a great social project.”

Transformation into a Tourism Hub

Michael Jackson Tours

Years later, the Rio municipality began organizing a “Michael Jackson tour” there. Today, tourists who go to the favela are still shown the spots where the video was filmed.

Bronze Statue: On June 26, 2010, on the first anniversary of Michael Jackson’s death, a bronze statue was erected. The statue shows Michael wearing an Olodum T-shirt.

Mosaic Art: There is a large mosaic of Michael Jackson and a mural in the design of a U.S. postage stamp.

Souvenir Shops: There are shops selling local handicrafts, some related to Michael’s likeness or his visit.

Today’s Tourism Industry

Today, special “In the Footsteps of Michael Jackson” tours are organized in Santa Marta. These tours start at $45 per person and are conducted with groups of a maximum of 10 people.

2009 – A Quick Response: One day after Michael Jackson’s death, the mayor of Rio announced that the city would erect a statue of the singer in Dona Marta.

2010 – Statue Unveiling: On June 26, 2010, a public space was created at the spot where the King of Pop had performed in 1996, and a statue was erected in his honor.

The 2010s – A Tourism Boom: Madonna, Alicia Keys, and Beyoncé also visited the community between 2009 and 2010.

Today – Regular Tours: Guides offer visitors the opportunity to experience favela culture and interact with the community.

Social Transformation and Pacification

On November 28, 2008, when Rio’s first Peacekeeping Unit (UPP) was established here, control of Dona Marta passed to the civil police forces. Between 2008 and 2013, there was no drug trafficking activity in the favela.

“This process turned the favela into a model for social development, thanks to Michael Jackson’s influence.” It is said that this transformation came about partly due to Jackson’s influence.

Modern Favela Tourism

A market-qualification process is currently taking place for favelas where “peacekeeping forces” have been deployed. This process is supported by the State and by civil society in general. It may seem strange that Rio’s poorest neighborhoods have the most beautiful views in the city, but this is connected to the city’s history.

Conclusion: The Transformative Power of Art

The story of Michael Jackson’s “They Don’t Care About Us” video is a perfect example of how art can trigger social change. The government opposed it, the drug lord allowed it, the world watched, and a favela was transformed into a tourism hub.

This story also shows the impact of global fame on local communities, how political resistance can be overcome through art, and how unexpected alliances can take shape. Santa Marta’s transformation is living proof of how a music video can become a catalyst for social change.

Today, tourists who visit Santa Marta don’t just see the places where Michael Jackson filmed; they also witness a chronicle of art’s power in social transformation. As they pose for “the man who brought them hope and joy,” they feel like they are part of this vibrant community.