In my previous post I looked at how music can be used to boost social causes. The United Nations Children’s Fund’s (UNICEF) recent music video campaign is a prime example. UNICEF’s series of music videos aimed at raising awareness of children’s rights have been viewed by over 300,000 people, according to David Girling’s Social Media for Development blog.
Girling interviewed Nicholas Ledner, Digital Knowledge Coordinator at UNICEF, to find out more about the creative process behind the videos. Featuring the music of critically-acclaimed artists such as Banks and SOJA, the videos cover a range of themes from access to education to ending violence against children and child marriage.
Ledner had this to say about selecting the right artists: “[You need] to ensure you identify an artist that has a significant fan base, that’s critically praised, that is smart, intelligent, passionate and understands your work. This is essential for success and for a mutually beneficial relationship. The team the artist works with is also very important. You need to know they’re willing to help you seed the content with different outlets.”
He added: “Music resonates globally and has helped us provoke conversations around key issues UNICEF advocates for. Music can often touch people in ways other media cannot. It makes them think about their own lives and helps them relate to others because they feel something in the music which is sometimes harder to convey to a general audience.”
Read the full article here and watch the music videos below.