The Pixel Project’s Music For Pixels campaign is is the first social media-based music campaign to exclusively collaborate with YouTube artistes to raise awareness about Violence Against Women (VAW) through music video PSAs while raising funds for the cause via digital music downloads.and introducing the global audience to some of the best new YouTube-based artistes and music around.
The campaign will run on an ongoing basis and currently comprises 3 programmes:
Programme 1: “Artiste of the Month” campaign
Through this programme, The Pixel Project aims to work with 6 established YouTube artistes with a substantial fan and subscriber base every year as the campaign grows in momentum. During their ‘Artiste of the Month’ stint, participating YouTube artistes will contribute a music video PSA featuring them performing an uplifting and empowering cover or original song to encourage hope and courage in survivors while inspiring men, women and youth to work together to end violence against women in whatever capacity they can, wherever they are in the world.
Programme 2: The “YouTube Cover Carnival” Competition
A community-building initiative inviting up-and-coming musicians everywhere to record their cover of a specific anti-VAW song, upload it to YouTube to raise awareness about VAW, and submit it for a chance to win career-boosting prizes including free production, mixing and mastering; and free digital music distribution.
Programme 3: The “16 For 16” charity digital album
The “16 For 16” charity digital album is an annual cross-campaign initiative which is released in tandem with The Pixel Project’s 16 For 16 campaign in honour of the annual global “16 Days of Activism Against Gender-based Violence” campaign which kicks off on International Elimination of Violence Against Women Day (25 November 2012).
Music for Pixels is a supporting campaign for the Celebrity Male Role Model Pixel Reveal campaign which aims to raise US$1 million for the USA’s National Coalition Against Domestic Violence and other anti-VAW nonprofits/charities by getting the global audience to collectively unveil a world-exclusive million-pixel mystery collage of Celebrity Male Role Model portraits by award-winning photographer Jillian Edelstein by donating US$1 per pixel. The mystery Celebrity Male Role Model line-up includes a Nobel Laureate, a two-time Pulitzer Prize winner and a superstar Environmentalist.