(RED), a charity started by U2 frontman Bono, has announced a new initiative to help raise money for people living with AIDS in Africa ,via a music delivery system encompassing big name artists and industy up-and-comers.
Don MacKinnon, President of (RED) Content, said in a press release on Monday (June 30), "The world's best brands created (RED) products that have generated over US$110 million. What we are doing now is applying the (RED) model to music. Every week you will receive great music from amazing artists and people living with AIDS in Africa will receive lifesaving antiretroviral medicine."Users will pay US$5 per month and receive a weekly "issue" containing an exclusive song from one of the world's top artists; a song by an emerging artist; a piece of non-music content called a "Crackerjack surprise" and stories of how (RED) funds are being used.
Half of each months membership fee will be donated to the Global Fund - which takes no overheads from money received - with Bono heaping praise on MacKinnon and his idea.
"Don MacKinnon just might be the penicillin the ailing music business needs," Bono said.
"He is an innovator by nature and I have no doubt that some of the music software we are working on at (RED) will help change the way music is received, as well as changing the lives of Africans who will die without the AIDS drug that (RED) can provide."
The rollout of the (RED) music initiative will happen later this year.
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