GIVE THE GIFT OF MUSIC… PRETTY PLEASE

Hey, it’s nice to know the RIAA is up to something besides busting illegal downloaders.

Along with NARM, among others, the music trade org has enlisted nearly 30 top artists to kick off a new promotional campaign for the industry’s long-standing “Give the Gift of Music” campaign. helping kick off a new promotional effort designed to relaunch and revitalize the slogan.

Today is the official unveiling of the first component: a branded web site—www.givethegiftofmusic.info—that features top artists sharing their own gifting memories; discovering new music gift ideas; and revealing their own music wish lists.

“Studies show that there continues to be extraordinary interest in the gifting of music for all types of holidays and occasions, or simply to show someone you’re thinking of them,” says NARM President Jim Donio. “This is particularly true in today’s economy, since music is both affordable and lasts a lifetime. This is a great time to provide consumers with information and ideas they can use to inspire their music gifting. The tools that this campaign brings to consumers will make it easier than ever for people to find and give the perfect music gift.”

The consumer-focused, interactive web site features: artist quotes and videos about special music gift memories; a section where music fans can post their own music gift stories; a gift registry where fans can suggest music gifts they'd like to receive from friends and loved ones; a searchable new release database to inspire gift ideas; and highlights of currently available or upcoming boxed sets, special editions or other deluxe music products.

The campaign is also taking place on Facebook and Twitter.

Indie retailers will participate on Black Friday, Nov. 26, by wrapping exclusive music offerings with “Give the Gift of Music” stickers.

“As we enter this holiday season, there really is no better gift than the gift of music. Few things can spark the soul or speak to the heart like music,” said RIAA Chairman/CEO Mitch Bainwol. “The music community has come together in a powerful and singular way to promote this initiative, including this handy one-stop-shopping site for tips that fans need to know about gifting music. That is, before we sue their asses in court.”

Recording artists who have contributed their most memorable music gifting stories and sentiments include Kris Allen, Allstar Weekend, Susan Boyle, Colbie Caillat, Kelly Clarkson, David Cook, El DeBarge, Gavin DeGraw, The Doors, Good Charlotte, Heart, Cyndi Lauper, Little Big Town, John Oates, Mike Posner, Rascal Flatts, Darius Rucker, Blake Shelton, Shontelle, Sick Puppies, Sister Hazel and Jazmine Sullivan.

The site’s B2B section allows industry leaders to download the logo for use on all company and artist web sites, as well as in packaging, advertising, promotion, marketing, and merchandising efforts. Industry PR and marketing teams will work together to develop additional ways to promote the campaign, utilizing both traditional and the newest social media and networking opportunities.

A variety of industry organizations have come together in support of the campaign: American Association of Independent Music (A2IM); American Federation of Television and Radio Artists (AFTRA); Broadcast Music, Inc. (BMI); Association for Christian Retail (CBA); Church Music Publishers Association (CMPA); Country Music Association (CMA); Christian Music Trade Association (CMTA); Gospel Music Association (GMA); Nashville Songwriters Association (NSAI); National Music Publishers Association (NMPA); and The Recording Academy (NARAS).