Throughout the clip, each artist introduces themselves one by one, stating their name and then their pronouns. “Hi, my name is Demi Lovato, and my pronouns are they/them,” the singer says at the outset of the video. Each artist then simply asks the person watching: “What are your pronouns?” At the video’s end, the screen reads, “Your pronouns matter.”

In their Instagram post of the new video, UMG wrote that the collaboration with GLAAD was intended to help raise awareness over the importance of pronouns, while also encouraging viewers to share theirs with the world. “UMG and @GLAAD have partnered with some friends to share the importance of respecting pronouns not just during #PrideMonth, but all year long,” the caption read. “Join them by sharing your pronouns and tagging #PronounsMatter.”

Check out the full video on GLAAD’s Twitter below:





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