In July 2018, Anitta released Medicina, a Spanish-language single that came with one of her most ambitious and heartfelt music videos. While the song itself is a catchy reggaeton track with irresistible rhythm, the real story of Medicina goes far beyond the music. It’s a music video that brought together children from across the world, and it marked an important moment in Anitta’s rise as a global artist.
There’s a confidence in how Anitta presents herself here. She doesn’t need to dance in every scene or dominate the frame. She’s already the star, and she knows it. That quiet self-assurance gives space to the message of the video: this song is for everyone.
Before releasing Medicina, Anitta had two songs ready: Medicina and Veneno. Instead of picking one in secret, she let fans and her team help decide. She launched a YouTube docuseries that showed the entire process. It included marketing meetings, label discussions, and opinions from artists and executives.
The docuseries also played a role in showing the business side of her artistry. It revealed how carefully she plans each release, how much she thinks about visual identity, and how deeply involved she is in every detail of her brand. That transparency helped build even more trust with fans.
The concept:
The word “medicina” means “medicine” in Spanish. In the video, music is the medicine. It brings people together, lifts spirits, creates connection. The video takes viewers on a journey across the globe, with children dancing to the song in six different countries: Brazil, Colombia, Mexico, India, South Africa, and the United States.
Too often, pop videos use international settings as decoration. Medicina does the opposite. It respects each location. It celebrates real kids in real places, and lets their personalities shine.
For Anitta, this kind of representation matters. As a Brazilian artist from a working-class background, she knows the importance of visibility. She didn’t just want a global video. She wanted one that felt honest, inclusive, and joyful.
Years later, Medicina still holds up as one of Anitta’s most memorable videos, because it feels the most human. It’s proof that a great pop video doesn’t need expensive effects or wild plotlines. Sometimes all you need is a great song, real people, and a clear idea.
It laid the groundwork for what came after. It showed the industry and her fans that she could reach beyond language barriers, genre boundaries, and national borders. And she did it her way.
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