11 months ago
For the kids at Toronto’s Regent Park School of Music (RPSM), getting the opportunity to work with a Grammy Award-winning producer Frank Dukes, was just the beginning. RPSM students can now count a global superstar among their collaborators.
BBDO Toronto was brought onboard a year ago to help find a way the school could raise money in support of the musical curriculum at RPSM. When the innovative fundraising program ‘Sample School’ was born and pitched to Frank Dukes, he was so enamoured by the idea he quickly jumped on board.
BBDO Toronto, RPSM and Dukes worked in tandem to produce, record and document the amazing talents of the RPSM students to create this first ever music library to fund musical education. Toronto-born Dukes spent three days working alongside 14 RPSM students at The Weeknd’s 'House of Balloons' studio to create the album called 'Parkscapes'
This innovative campaign is the first time ever that musical compositions can be transformed directly into donations. Every time an artist (like Swift) uses a song from the 'Parkscapes' album, licensing fees, royalties and residuals will be paid out to the school for the life of the song. It’s a sustainable donation that keeps giving, year over year.
“It felt like a great fit for RPSM, because the kids who benefit from the program are now playing a starring role in sustaining it,” says Rana Chatterjee, Associate Creative Director, BBDO Toronto.
Dukes shared one of the compositions with Swift, who decided to incorporate it into her album. She loved the music and the fact that she would be able to support the students at the music school.
When Taylor Swift released her seventh studio album “Lover” on Friday, her song “It’s Nice to Have a Friend” incorporates a composition from the track “Summer in the South” from the “Parkscapes” album. Dukes shared one of the compositions with Swift, who decided to incorporate it into her album. She loved the music and the fact that she would be able to support the students at the music school. On top of using a composition from the students on her album, Swift also made a generous donation to the school.
“Words can't describe how thrilled we are to hear our students on Taylor Swift’s new album,” says Richard Marsella, executive director, Regent Park School of Music. “This exposure is raising awareness and much needed funds for the Regent Park School of Music. The royalties we receive from the use our composition in the song will help fund musical education, and for that we are truly grateful.”
The 11-track album is named from a mash-up of the expression “sonic landscapes” and “Regent Park” and is hosted on Dukes’ Kingsway Music Library, which houses a collection of original samples created by the music producer and composer.
You can hear the composition Taylor Swift used on "It's Nice to Have a Friend", and 10 other tracks created by Frank Dukes and the Regent Park School of Music at http://parkscapes.ca.
If others want to support the Regent Park School of Music and its students, they can donate at www.rpmusic.org.
Composer: Frank Dukes
Advertiser: Regent Park School of Music
Executive Director: Richard Marsella, Jane O’ Hare
Faculty: Jasper Gahunia, Wes Allen
Production Company: Flare BBDO Toronto
Executive Producer: David Lembke
Director: Jordan Dashner
DOP: Luke McCutchenson
Audio Engineer: Stuart McLean
Editor: Ted Husband
Creative Agency: BBDO Toronto
Chief Creative Officer: Todd Mackie, Denise Rossetto
Associate Creative Director: Rana Chatterjee, Jeff Cheung
Senior Designer: Mike Nugent
Planning: Tom Kenny
Group Account Directors: Tania Montemarano
Account Supervisor: Sagi Mamalider
PR: Shannon Stephaniuk, Glossy
Categories: Education, Corporate, Social and PSAsBBDO Toronto, 11 months ago