insight

In the 80s, claiming territory was a response to social exclusion and a way to assert one’s strength to others. The boombox played a pivotal role in this phenomenon, being the main instrument that contributed to the spread of hip-hop culture and music.

Nowdays this insight is relevant when we talk about how gentrification affects the locals in Rotterdam. But what exactly is gentrification?

Rotterdam’s “strong shoulders” policy focuses on attracting highly educated and financially wealthy residents to strengthen the city economically. This leads to a displacement and social exclusion of longterm dutch residents, who are a historic part of the city, in different neighborhoods.

There are a lot of opinions about it, but how does it play out in day to day situations?

“Sterke schouders” is the story of Lola and Tino, trying to claim each other’s territory.

Tino is a typical old, dutch, gabber, feyenoord fan, trying to claim his territory by being loud with his boombox. Lola is a young american rich girl, that just moved in next door, trying to claim territory through her perfect life, aesthetic habits and matcha.

She is the perfect YUP or Young Urban Professional: a fashionable, career-focused person that shows off her perfect life and can’t understand or accept an individual such as Tino. He, on the other hand, is an old rotterdam guy, whos main focus is beer, football and his boombox.

Our shortfilm showcases the contrasting relationship between the two, from the day she moves in, until something bigger happens. We are targeting the two juxtaposing audiences that can relate to the extreme personalities of the characters.