LOS ANGELES—The National Academy of Recording Arts & Sciences is working with Edelman Public Relations to launch a research-based public education campaign in February 2004. The campaign, designed to address industry concerns over music piracy, will address the value of paying for music.
Designed to empower consumers to make informed decisions regarding how they get their music, the campaign will focus on offering comprehensive and understandable information about downloading. It will encourage the use of legal options for obtaining entertainment content and ultimately be a key source of information that music lovers need to make decisions.
The campaign, designed to complement other current industry campaigns, will include an educational website, public service announcements (PSA), local market activities and more.
“It is essential that the recording industry continue to embrace technology and celebrate the options it provides artists and consumers, while also addressing the challenges that it brings, such as illegal downloading and file-sharing,” says Neil Portnow, president of the Recording Academy. “As the voice of music makers, the Recording Academy plays a role—through education and advocacy—in empowering consumers so they can make thoughtful, ethical and respectful choices that will help ensure the future of music.”
After an evaluation of several marketing, communications and advertising agencies, the Recording Academy awarded the campaign to Edelman and its advertising and research subsidiaries, Blue and StrategyOne respectively. The firm has dedicated the past year to developing the strategic direction of the campaign, which is based upon the findings of proprietary research.
The research shows that an increase in knowledge, discussion and awareness of the issues and consequences of illegal downloading and file-sharing leads young adults 12-24 years old to demonstrate a higher likelihood of thinking twice before downloading from illegal sources.
“It was essential that the Academy select a marketing and communications partner that had a thorough understanding of our mind-set and the ever-changing issues at hand, as well as one that could implement tactics ranging from advertising to research to community outreach and everything in between,” said Ron Roecker, Senior Director, Communications, the Recording Academy. “The collective knowledge of Edelman, Blue and StrategyOne regarding the legislative, political, technological and cultural issues at stake, along with their vast experience in the development and implementation of effective education campaigns, make the firm an ideal partner for this initiative.”