We love birds of all colors. However, The Yellow Bird Project stands out in more than one respect. The Montreal-based non-profit strives to make the world a better place – with the help of t-shirts and music. Each shirt they sell on their website is designed by a different music artist or group, like Clap Your Hands Say Yeah, Au Revoir Simone and other indie heroes. All the revenue from the shirt sales goes to a charity the artist has chosen beforehand. The creative outcome of these collaborations is remarkable, as well as the amount of goodwill that marks the project. We spoke to one of the fine people who make things happen at The Yellow Bird Project.

Hi Matt, first of all: We love your project. How do you select the artists you collaborate with?
Matthew Stotland: Most of time we actively seek out artists who we think would best represent The Yellow Bird Project (YBP). We look for an alignment in musical interests, as well as involvement in other initiatives that positively contribute to society. Sometimes, artists do contact us and want to partake in this little adventure, and if they are up to the challenge they are certainly welcome to come on board! We do occasionally have to turn artists away, something we hate doing, but based on our project goals , sometimes certain musicians aren't a good fit.

Why is it that rockstardom and a talent for shirt-illustration seem to go hand in hand?
Matthew Stotland: We had a sneaking suspicion that artists so musically talented, would have leaps and bounds of creativity that could not be satisfied solely by music. So far, our hypothesis has been dead on. Usually there is someone in the immediate band that seems perfect for this venue of expression. We think we understand more why there is such a push for the inclusion of musical programs in education. It's not just about learning the trumpet, but more about expanding yourself and pushing the limits of your imagination.

Let's talk about the creative provess. Do the artists simply draw something they think other people might like, or does the artwork mirror the artists' charity choice?
Matthew Stotland: We give total artistic freedom to the artists themselves. We are pretty confident in their abilities, and moreover, don't want to guide their creativeness into a box. We love how every design is remarkably different and hope to keep challenging these artists to continue fueling energy into the project. Thus far, the designs do not necessarily reflect the specific charity the artist has chosen to contribute to, but that is not to say the artist's designs are not influenced by their respective charity choices.

Who is behind the project?
Matthew Stotland: Who isn't... The Yellow Bird Project is seriously a team, more so than Manchester United or the Montreal Canadiens. Yes, the idea may have started with myself and my partner, Casey Cohen, but the project has gone way beyond the two of us. People have been so generous in helping us be generous. Friends, family, members of the YBP community have all played a hand in YBP's success. Photographer Ryan Blau, Graphic Designer Josh Hassin, and artist Eleanor Rudge have all contributed in ways that only best friends would – did we mention they were complete strangers before this project?

It's clearly a unique project, which brings together all these people for a good cause. How did it all begin?
YBP started really because of the breakout of the Canadian Indie Music scene, especially in Montreal. With so many acts having roots in our home town, we really wanted to get involved. It only takes a drive down a street or a brief glance over the world news, to see that our global society needs a helping hand. We decided to give our wings. We understood the power of music, and the extreme power it could have when combined with charitable institutions. So I guess the music inspired us to create YBP, and it continues to inspire us every day.

And finally, what's in stock for the future?
Matthew Stotland: Whithout giving away too much, big things! Oh you want more specific, okay...We are always adding new artists to the project, as well as working on more charitable collaborations. The YBP community is very important and we are always seeking ways to encourage feedback, as well as more involvement in the project. We have hopes of establishing local and global events and increasing the global reach of the Yellow Bird's wings.

Interview by Kolja Langnese