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MTV World AIDS Day Concerts
MTV Press Release.
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Two history-making concerts will take place ?– in Cape Town, South Africa on November 23, featuring Grammy winning artist Alicia Keys and local artists and in Seattle, Washington on November 7, featuring multi-platinum acts Missy Elliott, Dave Matthews and others.
Both concerts will be edited together to premiere on MTV channels worldwide on World AIDS Day, December 1, as a 90-minute commercial-free special, MTV Presents Levi?’s Jeans Staying Alive Concert in Association With YouthAIDS. The concerts will be held as part of an unprecedented HIV/AIDS awareness partnership for youth between business, media, non-government organizations (NGOs) and charitable foundations. The partnership was announced by MTV: Music Television, owned by Viacom Inc. (NYSE: VIA, VIA.B), the Levi?’sŪ brand, the Bill & Melinda Gates Foundation, the Paul G. Allen Charitable Foundation, Population Services International?’s YouthAIDS and UNAIDS (the Joint United Nations Program on HIV/AIDS).
The concert special, as well as additional HIV/AIDS awareness programming, is being offered rights free to broadcasters worldwide to get positive health messages out to the widest audience possible; it is estimated the concert will be seen by a potential global audience of more than two billion people. MTV recently signed a memorandum of understanding with the European Broadcasting Union, the largest association of public service broadcasters, to distribute the programming to 70 additional broadcasters in 51 countries reaching 290 million households.
Westwood One radio network, in conjunction with Westwood One?’s MTV Radio Network, will distribute the concert to radio stations worldwide. The special will be seen by more than 377 million households in 166 countries on MTV channels in the Asia Pacific, Europe, Latin America, North America, and Russia.
The unique partnership aims to fight the stigma and discrimination surrounding HIV/AIDS, prevent further infections and empower youth to make informed decisions. The collaborative effort is being produced in conjunction with MTV International?’s Staying Alive campaign (www.staying-alive.org) as well as the MTV U.S. yearlong sexual health campaign, Fight For Your Rights: Protect Yourself (www.fightforyourrights.mtv.com). The Cape Town concert will be held at Greenpoint Stadium on November 23 and will also feature a line-up of local artists to be announced soon, and the Seattle event will be held on November 7 at Experience Music Project. The concerts are being made possible by the financial support of the Levi?’sŪ brand, the Bill & Melinda Gates Foundation and the Paul G. Allen Charitable Foundation. UNAIDS acts as the partnership?’s advisory on HIV/AIDS, as well as the non-profit organization Population Services International (PSI).
?“This remarkable partnership is mobilizing so many different sectors of society to help to raise further awareness of the devastating impact of HIV/AIDS across the globe and what can be done about it,?” commented Bill Roedy, President of MTV Networks International and Ambassador, UNAIDS. ?“By hosting these historic concerts in Cape Town and Seattle, which will feature diverse local and international artists, we hope to unite young people across the globe and actively engage them in the fight against HIV/AIDS. MTV has a non-negotiable responsibility to reach out to young people on this issue, and I challenge other broadcasters to air the concert no strings attached so that HIV/AIDS prevention messages extend to the largest possible audience across the globe.?”
?“With more than 50% of all new HIV/AIDS infections occurring among people under the age of 25 around the world, this disease is reaching crisis proportions among young people globally. The good news is, that through education, awareness, and diligence, this disease is wholly preventable,?” commented Brian Graden, President, Entertainment, MTV/VH1 U.S. ?“Since MTV has the eyes and ears of so many young people worldwide, the network is 100% committed to employing every possible resource to raise awareness of this deadly epidemic and to empower our audience with the knowledge they need to protect themselves. We are so proud to be part of this amazing international partnership.?”
?“We?’re pleased to participate in this partnership that will focus on raising awareness and support of HIV prevention efforts, especially among young adults,?” said Bill Gates, co-founder of the Bill & Melinda Gates Foundation. ?“We can avert millions of new HIV infections, but only if we increase access to prevention tools for those around the world who are most at risk.?”
?“The Levi'sŪ brand continues its 20 year commitment in the fight against HIV/AIDS by being a part of this important global partnership,?” said Robert Hanson, Levi's brand president, U.S. ?“As a brand entrenched in youth culture and the music that envelopes it, we at Levi's recognize the important role we can play in educating the youth of the world about HIV/AIDS through events like this.?”
?“We?’re proud to support this project and unique partnership,?” said Paul G. Allen, founder of the Paul G. Allen Charitable Foundation and the Experience Music Project museum. ?“The global HIV/AIDS crisis calls for a new level of response. It is more important than ever to encourage change and help people take care of themselves and each other. The vital work that YouthAIDS is doing, along with the concert and broadcast elements, offers a critical and timely opportunity to engage and inspire our world?’s youth.?”
?“PSI launched the global initiative YouthAIDS to help mobilize corporations in the fight against HIV/AIDS prevention,?” said Richard Frank, President, PSI. ?“PSI's partnership with MTV on the Staying Alive Concert will help extend the reach of HIV/AIDS prevention efforts by speaking to adolescents in a language they understand, using their favorite music, talent and brands.?”
?“This dynamic partnership targeting young people is key to educating youth about the risks of HIV, preventing future infections, and breaking down the walls of stigma and discrimination surrounding the epidemic,?” said Peter Piot, UNAIDS Executive Director. ?“By involving the music industry, business, and private foundations, we hope to maximize the impact of this campaign and make a difference in the lives of young people.?”
The full press release can be downloaded on the righthand side of this page. |
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