Music Choice Goes Live With Initial Pro-Social Initiative
‘Live Your Vote’ Aims To Drive Youth Voting, Encourage Social Issue Involvement
By Mike Reynolds -- Multichannel News, 6/24/2008 5:34:00 AM
Music Choice has launched its first pro-social campaign aimed at youth voters.
"Live Your Vote" is focused on driving youth voter registration and encouraging young people’s involvement in important social issues.
To help enact the effort, which will center on a number of public service announcements, Music Choice, the multiplatform music service, has partnered with Rock the Vote, the non-profit, non-partisan organization that mobilizes young people to create positive social and political change in their lives and communities
The call-to-action initiative, targeting the music network’s young adult audience, will feature PSAs with such artists as Alicia Keys, 50 Cent, Ashlee Simpson and Three Doors Down, among others, talking up the power of voting and getting involved. The spots will run on Music Choice’s On Demand network, which is available through cable and telco affiliates.
Additionally, banner ads will appear on targeted Music Choice channels and the network’s broadband music service as a part of the multi -platform campaign. Music Choice will also be producing 'Live Your Vote' content, featuring themed music videos, hosted video playlists and originals that will air on its free on-demand network and broadband music service in September.
“In our first-ever prosocial campaign, Music Choice is encouraging its millions of young viewers across the country to get involved and 'Live Your Vote,' ” said Music Choice vice president of programming Damon Williams in a statement. “On the heels of the 2008 election, this campaign could not be more timely or relevant!”
Music Choice’s campaign will be supported by many of the network’s partners on a local and national level. Spanish-language versions of the PSAs, and a Hispanic-focused original program, will also be developed to reach and appeal to the Hispanic youth population. To that end, the programmer and Time Warner Cable’s New York City region teamed up to film a 'Live Your Vote' video playlist hosted by Latin music superstar Tito El Bambino at Frederick Douglass Academy in Harlem. The ”It’s My Time” video playlist, featuring socially-conscience videos and the students of Frederick Douglas Academy along with Tito El Bambino, will air nationally on Music Choice’s On Demand network in September.
Moreover, Time Warner Cable unit, which reaches 1.4 million subscribers, has partnered with Music Choice to promote awareness of this campaign via a 30-second community message across dozens of cable networks encouraging viewers to visit Rock The Vote’s Web site, http://www.rockthevote.com, where users can find information about the campaign.
“Time Warner Cable encourages young adults to learn more about the political process and register to vote during this historical election year,” said Harriet Novet, regional vice president, public affairs, Time Warner Cable’s New York City Region, in a statement. “Partnering with Music Choice makes perfect sense for Time Warner Cable. This innovative approach to engage young people, mostly first-time voters, is directly linked to our commitment to education and future generations.”
