American Red Cross and music publishing company Primary Wave Music come together for a new “giving back” partnership that provides the Red Cross access to Primary Wave Music’s extensive library of music catalogs, artists and other content without licensing fees. The relationship kicks off today with the launch of the Red Cross PSA and an accompanying social music video that both beautifully highlight and promote their disaster relief efforts.
“Musically, we aim to align ourselves with timeless icons and the team at American Red Cross is beyond that status. They are heroes,” explains Ramon Villa, COO of Primary Wave Music, the home of legends such as Whitney Houston, Bob Marley, Smokey Robinson, Ray Charles, among many others. “This is a very special partnership for our entire team and this collaboration is just the first of many that will continue to develop over years to come.”
WATCH PSA HERE: https://bit.ly/2V4tUG9
The PSA, created by Red Cross creative agency of record BBDO NY, features a custom-recorded rendition (produced by Jon Levine) of Burt Bacharach’s classic hit “What The World Needs Now”, which Primary Wave contributed pro-bono for this holiday campaign. The PSA tells the story of a family who has lost everything in a disaster, yet somehow holds onto hope. The woman continuing to play the piano amidst the ruins of her home is symbolic of how people have persevered through many challenges this past year.
“2020 has been marked with devastation, but also with strength and kindness. Through music, the Red Cross can tell stories about this year that we hope will inspire Americans to help their neighbors in need,” says Selma Bouhl, American Red Cross Vice President of Marketing Strategy & Creative Services. “Primary Wave’s powerful music catalogue and roster of artists will help us shed light on humanitarian needs and hope for the future.
A passionate, compilation music video featuring Smokey Robinson, Leona Lewis, Tori Kelly, and Sam Fischer all singing together and separately Bacharach’s “What The World Needs Now” accompanies the PSA on social media and will be available for purchase with proceeds going toward American Red Cross. Throughout the video, there is emotional imagery of record-breaking natural disasters that took place throughout 2020 such as the California & Oregon wildfires, Hurricane Delta, Iowa derecho, the Michigan Sag River dam break, and Hurricane Laura.
WATCH MUSIC VIDEO HERE: https://bit.ly/33gIU8x
“It was an honor to cover such a classic Bacharach song and for such a beautiful cause,” states Smokey Robinson. “We have all gone through a lot this year and together with American Red Cross, we were hoping to show that the only thing a disaster can’t destroy is your hope. Please spread the love.”