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Thanks to a BBDO Campaign, These Toronto Kids Were Featured on Taylor Swift's New Album

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'Sample School' for Regent Park School of Music was heavily promoted by Grammy-winning producer Frank Dukes
Thanks to a BBDO Campaign, These Toronto Kids Were Featured on Taylor Swift's New Album

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.

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Music

Composer: Frank Dukes

Client

Advertiser: Regent Park School of Music

Executive Director: Richard Marsella, Jane O’ Hare

Faculty: Jasper Gahunia, Wes Allen

Production Company

Production Company: Flare BBDO Toronto

Executive Producer: David Lembke

Director: Jordan Dashner

DOP: Luke McCutchenson

Audio Engineer: Stuart McLean

Editor: Ted Husband

Creative Agency

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

Genres: Musical

Categories: Education, Corporate, Social and PSAs

BBDO Toronto, Tue, 27 Aug 2019 09:17:51 GMT