supporting Alicia Keys and Keep a Child Alive
The 2018 Pandora Challenge: Music & Social Impact program will educate and empower hundreds of university students. Students will work on supporting Keep a Child Alive in their mission to realize the end of AIDS for children and families, by combating the physical, social and economic impacts of HIV. We will leverage the power of the arts to raise awareness of Keep a Child Alive through the lens of music, music business, and fan engagement to spread the message that while there is no cure for AIDS, we need to step up by uniting in the fight to stop discrimination and the stigma that prevents people from accessing healthcare services and medicines needed to get this global epidemic under control.
Over 4 weeks, students will launch their own Hosted Playlists on Pandora, driving audience traffic, calls to action towards continuing the legacy for Keep a Child Alive. Hosted Playlists allow anyone to become a curator on Pandora and share their stories through Pandora’s catalog of music and artist voice messages.
In 2017, we served 1,200 students in partnership with Common, Jack Antonoff, Tegan and Sara, Manchester Orchestra, and BloodPop®! (Billboard, Variety, Grammy.com)
Our first event of 2018, on April 19th, we partnered with Pandora, along with Common and his nonprofit, Imagine Justice at Stanford University. Students are currently working on their playlists and preparing their marketing campaigns to be launched on social media and music streaming services!
We kick-off all Pandora Challenges with a 3 hour campus-wide event, attracting over 100 university students. Events introduce the artist's social cause and teach students to apply principles of fan engagement, marketing, and curation towards driving a successful call to action. (The artist is not required to attend our kick-off event.)
Reach and access for students at top universities to launch or promote a social impact campaign for Keep a Child Alive
Visibility with 18-24-year-old college students who are interested in the artist's career in social causes
Support our next generation of music creators and industry leaders
We want to support artists with active foundations or social change initiatives. Real Industry handles 100% of event creation and workshop logistics. This event will be no cost to artist or management. The artist is not required to attend our events. All event costs will be paid by Pandora as part of our US campus Pandora Challenge: Music & Social Impact tour.
1. Required: ARTIST VOICEoVER, CALL TO ACTION, ASSETS
Artist to provide a 30 second artist message, for pre-roll of the playlists ("Hey, this is Alicia Keys, did you know that...")
Provide a call to action, supporting your artists social impact initiative, that university students and Pandora listeners support (e.g., "Sign-up for this event", "Follow us at...", "Take action now by...").
Grant Real Industry a right to use artist images and foundation logo for marketing event on-campus and publishing an event highlight reel.
2. NICE TO HAVE: Attendance & engagement
Artist management and artist foundation commit to review all student campaigns from the event. We want the students to know that their work had an impact!
Artist representative, management, or label attendance at the university kick-off event (Artist attendance is a nice to have, and the artist is not required to attend.) Artist teams are responsible for their own travel costs.
Artist may wish to record a 2-3 minute video welcome message for students to view at event.
Artist or artist management may wish to provide winning teams feedback during our online, video conference, wrap-up event (60 minutes).
Schedule a call with Jay LeBoeuf (Real Industry / Stanford University). After we receive verbal approval from artist and/or management, Real Industry, Pandora, and the university teams will begin to design and secure the event.