New Viral Aims To ‘Shape The Future And Save The Music’
October 24, 2012 by Screenmag
New work from Foundation Content, an Indie Advertising and Production Collective: a new, viral video in conjunction with Rivet Global, promoting the partnership between Microsoft’s “Shape the Future” Campaign and VH1’s “Save the Music” Foundation. The new video stars recording artist Gavin DeGraw, and was shot at the Gibson Beverly Hills (CA) Guitar Showroom. Samantha Hart, CEO, Co-Founder and Chief Creative Officer of Foundation Content, made the announcement.
Foundation Content’s James Levon Lipetzky directed the new video, which was edited by the company’s Suzie Moore in Chicago. The partnership between Microsoft and VH1 is a unique program designed to promote Microsoft’s “Shape the Future” and VH1’s “Save the Music” with celebrity spokesperson Gavin DeGraw. These two organizations are working together to bring technology and music access to schools across the country and the world.
In the piece, we see a number of young students interacting with musical instruments and computers, as Gavin DeGraw says, “Technology’s impact on my career has been massive,” after which these young people are seen playing their instruments. Says Jacklyn Shea, VH1 “Save the Music’s” Program and Communications Manager, “The VH1 Save the Music Foundation is a non profit organization dedicated to restoring instrumental education across the U.S. and to raise awareness about the importance of music as part of every child’s education.” Adds Anthony Salcito, Microsoft VP of Education, “Right now, Microsoft is working to improve the quality of education around the world. In partnership with VH1’s ‘Save the Music,’ we’re providing tools for students, whether it’s a laptop or a trumpet, to make a difference in their lives.”
As DeGraw continues to discuss the importance of technology and music, we see a montage of young people as they interact with their laptops, mobile phones and instruments. These students are also seen receiving information and consultation from Mark Johnsen, Director of Bands, Sherman Oaks Center for Enriched Studies, who next conducts the young musicians as they perform as a full band. A diverse array of young musicians next appear, discussing the importance of technology and how it has enhanced and furthered their musical educations. At the end of the piece, DeGraw says, “Music—this art form, is one of the most important identifying tools for our culture. You young people are very important—you represent an entire era of a culture.”
Said Hart, “We truly hope that everyone who watches the video, will join the movement, and raise their voice to support bringing technology and music to schools. We’re very proud of our participation with this special project, and we hope everyone who becomes aware of this campaign helps us spread the word.”
Adds Becca Stahl, Account Executive, Rivet Global, “We’re so happy with how everything came together in the conception and production of this great video. And we want to thank Foundation Content for being such an integral part of making this happen. Congrats to the Foundation team for creating such an inspirational video that ties this whole thing together.”
Microsoft’s “Shape the Future” is a program aimed at helping governments invest in education technology to create jobs, drive economic growth and increase competitiveness. In the past three years, Microsoft has helped 42 countries bring technology access to over six million students, educators and families.
VH1 is dedicated to restoring instrumental music education in America's public schools. Music Education = Brain Power. The VH1 Save The Music Foundation is a non-profit organization dedicated to restoring instrumental music education in American public schools, and raising awareness about the importance of music as part of each child's complete education. The Foundation relies on donations to execute its mission. Since 1997, the VH1 Save the Music Foundation has provided $47 million worth of new musical instruments to more than 1,750 public schools in more than 100 cities around the country, impacting the lives of more than 1.6 million public school students. Visit: www.vh1savethemusic.com.