Sveriges Radio: The Music Aid

How to activate teens.

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To get teens excited for Sweden's Sveriges Public Radio's annual music aid festival, which allows listeners to request tunes for a donation, Forsman & Bodenfors turned the internet into the word's biggest recording studio and invited fans, over a period of two weeks to contribute their own musical performance of bits of a track from popular Swedish band Hoffmaestro. Every participant got his/her face on the song's cover. This crowd-sourced tune, the agency-hoped, would lead to more requests on the station and in turn, a larger donation for the cause--which it did. This year's funds jumped 48 percent from the previous year.

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Feb 21, 2012
Forsman & Bodenfors
Sveriges Radio
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