By M&C News May 5, 2008, 13:58 GMT
In an unprecedented and exclusive collaboration, MTV EXIT (End Exploitation and Trafficking) Campaign and Radiohead have partnered to produce a music video for Radiohead’s track “All I Need” off the album 'In Rainbows.' The music video premiered on all MTV properties globally on May 1st.
The video was created for the ‘MTV EXIT Campaign in Asia and the Pacific’ – an initiative produced in partnership with the United States Agency for International Development, USAID.
The collaboration represents an innovative and creative example of fusing musical content with MTV’s pro-social messaging. The “All I Need” video was released globally across all platforms, and was seen in 560 million households worldwide.
MTV US aired “All I Need” across all platforms including all day premieres on MTV, MTV2, mtvU, MTV Tr3s, MTV.com and MTV Hits. Also, New York pedestrians roaming Times Square caught the “All I Need” video when it played on the massive MTV 44 ½ video screen.
For more information on how to support the fight against human trafficking and share your thoughts on human rights issues go to Think.mtv.com. Additionally, you can go to Think.mtv.com to watch the full “All I Need” video as well as an exclusive interview with Radiohead’s Thom Yorke.
The partnership between MTV EXIT and Radiohead extends beyond the “All I Need” music video. At each of the concerts on Radiohead’s upcoming tour of North America, Europe, and Asia, youth activists belonging to local anti-human trafficking organizations will be distributing key information about trafficking. This follows similar concert tour collaboration with US rock band R.E.M.
“I think it is cool that MTV is taking on this issue. The video is a powerful piece and I hope that the emotion of the song will jump out at people in the context of these images of exploitation”, said Thom Yorke of Radiohead. He added, “I’m proud that the song and the video will help to raise awareness of this issue around the world.”
“We are always looking for more creative, innovative ways to talk to our audience about key issues and we aim through this highly visual campaign to raise awareness of Human Trafficking”, said Bill Roedy, Vice Chairman MTV Networks. He also added, “trafficking is a crime which violates the basic rights of its victims: the rights to freedom, equality, and dignity. We endeavor to support and advocate these rights – and empower our audience – through initiatives like MTV EXIT and other MTV projects”.
“The collaboration with Radiohead will take MTV EXIT to a global audience, expanding the reach of USAID’s partnership with MTV beyond Asia and the Pacific,” said Olivier Carduner, USAID’s Regional Mission Director for Asia, “Together, Radiohead and MTV are helping to raise awareness about the need to stop this form of modern-day slavery.”
The “All I Need” video was filmed in Australia by Oscar-winning Cinematographer, John Seale (The English Patient, Cold Mountain), and award-winning director, Steve Rogers. It provides insight into the realities of trafficking, emphasizes that everyone plays a role in the issue, and provides a link to information about how to help end exploitation and trafficking.
The video itself is shown in split screen: one side depicting a day in the life of a young child from an affluent, developed area; the other showing the day in the life of a child being forced to work in a sweatshop.
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