Returning after the first big hit of her Bisaya-English song “Cebuana”, Karencitta is now back with her rhythmic hot music video for “No Apology (Wala Akong Paki),” which attempts to encapsulate a movement for self-awareness.

Dressed in black and yellow and cast in a spacious warehouse, Karencitta clamors for a right to self-individuality: “No apology for who I am/No apology, I don’t give a damn.” The theme coincides with her previous hit, “Cebuana,” which talks about taking pride in where you are. Both songs are conscious attempts in resisting against stereotypical norms concerning identity.

Via social media, Karencitta says that the song aims to celebrate individuality and to always carry that “sorry-not-sorry” and “I don’t give a fuck” spirit. We’re all for that, obvious brand placement involved or not.