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
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 THE MUSIC VIDEO: HERE
BUY THE SONG: HERE
“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.”
ABOUT PRIMARY WAVE
The Home of Legends. One of the most dynamic independent publishing and talent management companies in the world, Primary Wave Music is home to some of the most iconic songwriters and artists across the history of recorded music including Bob Marley, Frankie Valli & the Four Seasons, Smokey Robinson, Whitney Houston, Burt Bacharach, Prince, Olivia Newton-John, Ray Charles, Aerosmith, Def Leppard, War, Robbie Robertson, Count Basie, Sly & The Family Stone, Boston, Alice Cooper, Paul Anka, Boy George and Culture Club, Allee Willis, Leon Russell, Free, Toots & The Maytals, Steve Cropper, Glenn Gould, Air Supply, Godsmack, Disturbed, Devo, Donny Hathaway, Nicky Chinn, Noel Hogan (Cranberries) and many more. Throughout the company’s 14-year existence, Primary Wave Music has embraced an entrepreneurial spirit, offering and executing proactive one-of-a-kind ideas, unique services and marketing campaigns for our artists. Primary Wave has earned a stellar reputation for being forward thinking and re-introducing classic artists and their music into the modern marketplace as well as nurturing young talent to become legends themselves. This success is based upon our team of seasoned and creative executives collaboratively working together closely with our artists as partners. As a company, we strive for excellence in the pursuit of iconic artists and catalogs that not only reflect great artistry, but moments of culture. @PrimaryWave
ABOUT AMERICAN RED CROSS:
The American Red Cross shelters, feeds and provides emotional support to victims of disasters; supplies about 40 percent of the nation’s blood; teaches skills that save lives; provides international humanitarian aid; and supports military members and their families. The Red Cross is a not-for-profit organization that depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit redcross.org or cruzrojaamericana.org, or visit us on Twitter at @RedCross.
ABOUT BBDO WORLDWIDE
BBDO’s mantra is “The Work. The Work. The Work.” Every day, BBDO people in 289 offices in 81 countries work day by day, job by job and client by client to create and deliver the world’s most compelling commercial content. BBDO is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company.
