Bianca Bartz
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 Project (RED) Music Subscription If you’re the ethical type who pays to download music, you’ll like the enticing new service being offered by the Project (RED) fund. In September the nonprofit organization will launch a music service that donates half the proceeds of a new monthly subscription service toward fighting AIDS in Africa. For only $5 a month, you can download tracks by artists like U2, Bob Dylan, Elvis Costello, Elton John, Emmylou Harris and Death Cab for Cutie, while simultaneously supporting the fight against AIDS. The press release: WEEKLY DELIVERY OF GREAT MUSIC HELPS TO SAVE LIVES IN AFRICA Led by Don MacKinnon, Founder of Hear Music New York, NY – June 30, 2008 – In the fall of 2008, (RED) will unveil a simple, seamless way for people to receive music from artists they love and artists they will discover through (RED). By applying the (RED) idea to music this new model will create a new revenue stream for artists and labels and buy life-saving medicine for those living with AIDS in Africa. Don MacKinnon, founder of HEAR Music and former Vice President of Music & Entertainment of Starbucks Coffee Company, conceived this concept. “(RED) is such a powerful model,” said Don MacKinnon, President of (RED) Content. “The world’s best brands created (RED) products that have generated over $110 million. What we are doing now is applying the (RED) model to music. Every week you will receive great music from amazing artists and people living with AIDS in Africa will receive lifesaving antiretroviral medicine.” For five dollars a month, members will receive weekly issues containing a selection of four elements: * A (RED) SONG – an exclusive song from one of the world’s best artists. * A Discovery – a great song by an emerging talent, selected by (RED). * A “Crackerjack surprise” – a fun piece of non-music content (audio, video, text, images). * Stories describing details of (RED) dollars being put to work in Africa. All the songs are permanent downloads in unprotected MP3 format. The content is delivered via a small application that the user downloads to their computer’s desktop. The application was designed and developed in collaboration with IDEO - recently named by Fast Company as the #5 most innovative company in the world. It was built by PassAlong Networks, a media services company that powers over 200 digital content stores. Half of each month’s membership fee will be contributed directly to the Global Fund. Just five subscribers will generate enough money annually to provide a person living with HIV with antiretroviral treatment for one year. “Don MacKinnon just might be the penicillin the ailing music business needs. He is an innovator by nature and I have no doubt that some of the music software we are working on at (RED) will help change the way music is received, as well as changing the lives of Africans who will die without the AIDS drug that (RED) can provide,” said Bono. This is the first (RED) proprietary initiative that allows for a direct link to customers. This digital platform provides an opportunity for delivering curated content along with stories describing the impact (RED) dollars are having in Africa. (RED) aims to build a large network of members, which will in turn create a sustainable flow of money to African AIDS programs. This idea lives at the core of the (RED) mission. “This new direct link to customers is very important to (RED). Not only because it creates an annuity to buy lifesaving medicine for those living with AIDS in Africa, but also because it gives us a direct relationship with (RED) consumers, creating a new platform to communicate the impact (RED) purchases are having on people’s lives,” said Susan Smith Ellis, CEO, (RED). References: joinredComment: on Music to Fight Aids |
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