In the annals of challenges to orthodox medical consumerism belongs the science and practice of one Alfredo Bowman – aka Dr Sebi – a Honduran of humble origins, scant formal education and voracious curiosity. A sailor by trade, Bowman learned the functioning of ship drainage and applied the same principles in pursuit of optimum health of the human body, particularly the black body. His African bio-mineral treatment, founded on the science of intracellular cleansing and electric revitalisation using natural vegetation, was used to treat celebrities from Michael Jackson to Lisa Left Eye Lopez, applied to the taboos of AIDS treatment in South Africa, and pitted against the hyper-consumption of laboratorised, genetically manipulated Western pharmaceuticals that Sebi claimed were to blame for chemical imbalances at the root of disease. His life and work were the subject of debate, derision, legal action and infighting. His death was ignoble. Harmony Holiday takes a close look at the collective apathy that killed Dr Sebi.