Monday, August 27, 2007

Sara McLachlan - changing the world

I just came across this video from Sara McLachlan and associated data on Swivel a great data site in our Blinklist. Sara McLachlan has donated the $150,000 normally used to make a video to much needed spots around the globe. Why is this interesting? Well for one it ties into making the world a better place wich is always important. However, even more intriguing is when you can create more positive results with the same our less input. It's the equivalent to building a city that reduces pollution instead of creating it (which is under construction now in China). How does this impossibility happen? In short - technology and creativity - both for the city in China and Sara McLachlan. An artist can't simply donate all their production money to charity and expect to stay profitable and thrive. However, an established artist can use the brand equity they have built up and new technology platforms (inexpensive video production, YouTube, MySpace and more) to create, product and distribute to a far wider audience in a more engaging manner. I have no dougt this $15 video will drive more record sales, artist brand equity and social awareness all at the same time than the next $20M spent on music videos this year. You can't watch it and not be moved by the images, the great music and the causes. More importantly it will be hard to watch another music video without asking why the hell that artist does not do the same! See the official site and list of charities for "World on Fire" by Sara. Then, come back and tell me how other campaigns and companies can do more good, build their brand and change the world.

No comments: