A generation gap currently divides the music industry and Universal’s Niamh Byrne intends to bridge that gap with a new anti-piracy campaign called Music Matters. Already the programme has garnered support from major retailers such as Amazon, HMV, and Tesco.
At the forefront of Niamh’s campaign is an educational website that coaxes viewers into purchasing legitimate forms of music. Animated with short films each video proposes arguments in the on-going piracy tug-of-war. Artists such as Kate Bush, Nick Cave, The Jam and the Fron Choir hope to give a personal face to the damage caused by piracy.
Byrne draws similarities between the Music Matters and anti-drink driving campaigns saying, “It’s not going to happen overnight but I think the whole point is basically creating awareness and to chip, chip away. The key thing is that this is a starting point.”
This may be a start, but we think its going to take a little more than just videos to change people’s perception of piracy.
Watch a Music Matters video below:
Music Matters, The Story (18-3-10) from Music Matters on Vimeo.
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