(RED)Music to Engage Music Fans in the Push for an AIDS Free Generation by 2015
NEW YORK, June 1, 2012 /PRNewswire/ — (RED) today announced the first-ever (RED)Music program, which will give music fans the opportunity to buy exclusive (RED) tickets and packages from top artists and also have iconic venues turning their shows (RED). (RED)Music is a centerpiece of the inaugural (RED)RUSH TO ZERO campaign (June 1-10) to raise funding and awareness to help deliver an AIDS Free Generation by 2015, a critical milestone in the fight against AIDS. The virtual elimination of mother-to-child transmission of HIV is part of the eight Millennium Development Goals, which range from halving extreme poverty to halting the spread of HIV/AIDS by the target date of 2015.
Music has always been a key part of the (RED) brand. From the (RED)NIGHTS concert series, to the (RED)ZONES at U2 concerts, to the recent DJ Football Game at Miami Music Week, (RED) has always valued the powerful, intimate relationship between artists and their fans. (RED) music platforms launching during (RED)RUSH will leverage those relationships to spread awareness and drive contributions to the Global Fund in innovative ways.
(RED)Music will engage music fans through (RED)ROWS, (RED) venues and the release of a single from the forthcoming album (RED) Hot + FELA.
Artists are auctioning premium seats and exclusive packages to help fight AIDS through the (RED)ROWS initiative. (RED) has partnered with white-label ticketing provider CrowdSurge for (RED)ROWS, a unique technology solution that enables artists to turn their shows (RED) by auctioning concert tickets. From June 1-10, fans will be able to visit joinred.com to bid on exclusive seat and package opportunities to see their favorite artists perform live. Each artist’s auction will also be featured on their own website. Participating artists include: Bryan Adams, The Black Keys, Leonard Cohen, Coldplay, Elvis Costello, Sheryl Crow, Charlotte Gainsbourg, The Killers, K’naan, Diana Krall, Maxwell, Tim McGraw, Metric, Tom Petty and the Heartbreakers, Phish, Pink Martini, Punch Brothers, Swedish House Mafia, Tedeschi Trucks Band, The Tragically Hip, Rufus Wainwright and The xx.
Through (RED)ROWS, artists are providing fans a way to get the best seats in the house and unique concert experiences while saving lives at the same time. Coldplay has made available seats in the first three rows for seven of their North American shows along with a signed program and entrance to their VIP party. The Black Keys are offering the best seats in the house and a signed (RED) version of the night’s set list. Phish is offering a signed print. Leonard Cohen is offering a limited edition signed lithograph based upon his original artwork. Metric is offering tickets to an exclusive album unveiling performance at the Toronto Opera House and a signed copy of their new album.
“We are thrilled to be offering some of the most influential voices of our time the ability to turn their ticket sales (RED),” said Martyn Noble, Group Chairman & CEO of CrowdSurge. “Expanding upon our existing direct-to-consumer ticketing platform, we have developed an innovative technology that provides artists and fans an exciting way to join with (RED) to deliver an AIDS-free generation by 2015. It is truly rewarding to be a part of the (RED)RUSH global effort.”
(RED) Hot + FELA: “LADY”
Today, the first single from the forthcoming album (RED) Hot + FELA debuts exclusively on the iTunes store. The track — a remake of Fela Kuti’s “Lady” – features Angelique Kidjo, tUnE-yArDs, Akua Naru and Ahmir ?uestlove Thompson and was recorded at Converse Rubber Tracks studio in Brooklyn, NY. The album, (RED) Hot + FELA, will be released on Knitting Factory Records and pays homage to the music and spirit of Fela Kuti. It will be the first collaboration between (RED) and the Red Hot Organization, creators of a long running line of musically original compilations that benefit AIDS organizations, ranging from 1990′s Red Hot + Blue (which featured U2 on Cole Porter’s “Night And Day”) to 2009′s Dark Was The Night (produced by Aaron and Bryce Dessner of The National). (RED) Hot + FELA, to be released this fall, is the follow up to Red Hot’s successful 2002 album, Red Hot + Riot, on which artists ranging from D’Angelo to Sade covered songs by Fela Kuti.
“Lady” was produced by Merrill Garbus of tUnE-yArDs who said, “I wanted to reclaim ‘Lady’ for women in the world today, particularly African women, who will have an important role in ending the AIDS epidemic there. I was so happy to have the powerful Angelique Kidjo pour her soul into it, and then rapper Akua Naru wrote a raw, intense verse that perfectly extended and completed our vision of the song.”
Popular live music venues across the U.S. will also participate in (RED)Music, with promotions to drive funds and awareness to the 2015 goal. Venues include Stubbs in Austin, Metro in Chicago, Brooklyn Bowl in New York and The Paramount, Neptune and Moore Theaters in Seattle.
“We’ll be flying a (RED) flag high throughout the ‘Rush,’” says Joe Shanahan, owner of Chicago’s Metro, “It’s Metro’s 30th anniversary this year, and it feels great to celebrate by driving awareness of the power of the (RED) model.”
(RED)RUSH TO ZERO consists of a series of in-person and digital events and experiences involving brands, celebrities, gamers, music fans and consumers around the world. It will feature three major components: (RED) Music; the (RED)RUSH Games, a video game tournament; and the Cash & Rocket (RED)Tour, a fundraising road trip across Europe.
During (RED)RUSH, (RED) corporate partners will offer consumers ways to fight AIDS and to build on the $190 million raised to date. The organization’s first Central and South American partnership will see wireless providers Telcel and Claro introducing (RED) wireless products in 15 countries including Brazil, Mexico, Argentina, Colombia and Peru. (RED) will also launch two new partners – Tourneau will offer a (RED) collection of their Tourneau TNY watch and Bottletop will introduce (RED) versions of their iconic Luciana clutch bag and the unisex Kibe belt. Beats by Dr. Dre will kick off the inaugural (RED)RUSH TO ZERO campaign with a party in its Manhattan store on June 2nd. (RED) partners include Apple, The Coca-Cola Company, Starbucks, Converse, Beats by Dr. Dre, Belvedere, Bugaboo, Nike, Penfolds, SAP and American Express, and they contribute up to 50% of the proceeds from the sale of (RED) products and services to help fight AIDS.
(RED) was founded in 2006 by Bono and Bobby Shriver to engage businesses and consumers in the fight against AIDS.
(RED) partners with the world’s most iconic brands who contribute up to 50% of profits from (RED) branded goods and services to the Global Fund. (RED) Proud Partners include: Apple, Starbucks, Converse, The Coca-Cola Company, Beats by Dr. Dre, Belvedere, Bugaboo, Claro, Nike, Penfolds, SAP, Telcel and American Express (UK only). (RED) Special Edition partners include: Shazam, Girl Skateboards, Mophie, FEED, Nanda Home, Solange Azagury-Partridge, Bottletop and TOUS.
To date, (RED) has generated over $190 million for the Global Fund to fight AIDS, Tuberculosis and Malaria, to support HIV/AIDS grants in Ghana, Lesotho, Rwanda, South Africa, Swaziland and Zambia. 100 percent of that money goes to work on the ground – no overhead is taken. Global Fund grants that (RED) supports have impacted more than 14 million people with prevention, treatment, counseling, HIV testing and care services.
(RED) has initiated several high-profile initiatives to raise awareness and funds for HIV/AIDS related issues including (PRODUCT)RED, THE AIDS FREE GENERATION IS DUE IN 2015 campaign and most recently, the (RED)RUSH TO ZERO campaign.
(RED) is a division of The ONE Campaign. Learn more at www.joinred.com.
About The Global Fund to Fight AIDS, Tuberculosis and Malaria
The Global Fund is a unique, public-private partnership and international financing institution dedicated to attracting and disbursing additional resources to prevent and treat HIV and AIDS, TB and malaria. This partnership between governments, civil society, the private sector and affected communities represents an innovative approach to international health financing. The Global Fund’s model is based on the concepts of country ownership and performance-based funding, which means that people in countries implement their own programs based on their priorities and the Global Fund provides financing on the condition that verifiable results are achieved.
Since its creation in 2002, the Global Fund has become the main financier of programs to fight AIDS, TB and malaria, with approved funding of US$ 22.6 billion for more than 1,000 programs in 150 countries (as of 1 December 2011). To date, programs supported by the Global Fund are providing AIDS treatment for 3.3 million people, anti-tuberculosis treatment for 8.6 million people and 230 million insecticide-treated nets for the prevention of malaria. The Global Fund works in close collaboration with other bilateral and multilateral organizations to supplement existing efforts in dealing with the three diseases.
CrowdSurge provides white-label e-commerce software and hardware solutions, enabling artists, brands, promoters, and venues to sell tickets directly to their audiences. Founded in London in 2008, the company continues to expand, with offices in New York, Nashville, and Montreal. CrowdSurge clients and partners include many of the world’s premiere musicians and most recognizable companies.