You’ve seen the products all over, the INSPIRI(RED) t-shirts and other products sporting the (RED) logo. Now that same model will be applied to the music industry to help artists increase revenue and exposure while raising money for medicine for those living with AIDS in Africa.
(RED) was created by Bono and Bobby Shriver, Chairman of DATA, to raise awareness and money for The Global Fund by teaming up with the world’s most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold helps women and children affected by HIV/AIDS in Africa.
Starting this fall, you can join the (RED) music campaign for five dollars a month, and each week you’ll receive:
– 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.
According to a press release about the project, “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, President of (RED) Content, says, “Every week you will receive great music from amazing artists and people living with AIDS in Africa will receive lifesaving antiretroviral medicine.”
It’s part marketing gimmick and part fundraiser, and it’s a great way for the organization to raise money for a worthwhile cause. If (RED) can tap into the thriving digital music industry to reach consumers with a product they want and raise money for a worthwhile cause at the same time, I’m all for it.
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