Ties up with Brett Lee to support the set up of 4 NGO Music centres in Mumbai, Hyderabad, Ahmedabad and Lucknow
BestMediaInfo Bureau | Delhi | August 26, 2011
Vh1 in association with Mewsic - a Brett Lee foundation, has launched its very first pro-socio campaign – Vh1 Spread the Music; helping underprivileged children overcome challenges in life and reach their full potential through music. While most NGOs today concentrate on basic needs like food, clothing and shelter, the channel believes we need to enrich these children’s lives with more to look forward to - Music.
Vh1 India will support the set up of 4 NGO Music centres in Mumbai, Hyderabad, Ahmedabad and Lucknow in association with Mewsic and its partner, Pratham. The channel will also arrange for upcoming and leading artists to train and guide these children who enrol at these centres. Anyone and everyone can be a part of this movement by donating money, old musical instruments or lending time by volunteering to teach, thus spreading knowledge, expertise, love and… music.
The extensive Vh1 Spread the Music initiative will highlight and promote the power of music through the following Mewsic programs:
1) Music to Heal - Helping children overcome life challenges through Clinical Music Therapy;
2) Music to Educate - Tutoring Children in Music at Community and NGO Music Centres; and
3) Music to Empower - Empowering children to express themselves through song writing.
Brett Lee and the children worked with the Muso-Magic team from Australia to write and choreograph the campaign song ‘Vh1 Spread The Music’, at the launch event of this initiative. Muso-Magic specialises in empowering groups through song writing.
Brett Lee, the renowned Aussie fast bowler, who is also founder of Mewsic, was present at this inauguration. He livened up the event by playing the guitar and singing a few of his favourite songs with the kids.
This movement will also see well-known people from the music industry come out to support the cause over the next few months.
The Australian fast bowler, Brett Lee, commented on the campaign saying, “I am thrilled that together with Vh1, we can spread the music across India to heal, educate and empower disadvantaged Indian kids. Whilst I love cricket, I am more passionate about music. Music has helped me a lot in my life and I believe that it has the potential to help many kids overcome challenges they face in life, to reach their full potential.”
MEWSIC, founded by Brett Lee, works with local partners such as Pratham, The Music Therapy Trust and MusoMagic, advancing music therapy, empowering songwriting and the establishment of community and NGO music centres. Through these and other programs, MEWSIC hopes to provide every child with the opportunity to experience the joy and power of music in India.
Adds Ferzad Palia, Channel Head-Vh1 India, “We're delighted to launch ‘Vh1 Spread The Music’. There are so many less fortunate children out there with immense talent; however, lack of finances and various other reasons deter them from coming to the fore. Our endeavour is to aid this talent in every possible way. With support from our local partners and other supporters, we're certain that we'll be able to make a difference.”
The campaign ‘Vh1 Spread the Music’ will be promoted on-air, on-ground, through digital and radio activities that will help in engaging people and driving salience. Vh1 has additionally tied up with numerous partners ranging from coffee shops to night clubs to youth hangout places to multiplexes to spread the music.
Finally, people can look forward to sporadic performances by musician/s in high traffic areas in Mumbai, Delhi and Bangalore in the coming weeks. This will be followed by charity concerts to spread awareness of this initiative.
The channel will donate Rs.3 for every person who joins the movement through their Vh1 Spread the Music application on www.facebook.com/vh1india.