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New Digital Music Service To Help Fight Aids In Africa

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(RED), the nonprofit organisation co-founded by Bono, is starting a new digital music service (via NYT) in September that will contribute a share of profits to fight AIDS in Africa. For a monthly fee of $5, “(RED) Music” will deliver three new pieces of content a week through bespoke music software .  Half of the monthly fee will go towards the (RED) Global Fund and the other half will go to participating artists (which already includes U2Bob DylanElvis CostelloElton JohnEmmylou Harris and Death Cab for Cutie) and their record companies. 

For me, (RED) is a powerful brand that offer lots of sustainable opportunities, and it’s great to see the fund looking towards new media as one of its strategies. Personally, I think that (RED) should look more actively into using the power of social media and networks to encourage word of mouth. There are lots of ways in which the Web could be used more actively to promote the fund, the product line, and to ultimately penetrate the heart and minds of brand ambassadors and supporters (and their communities) who – because of the very emotive nature of the cause – could become viral agents.

Bono, give me a call when next you’re in town

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