PAVE THE WAY PROJECT

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How PTWP Happened? Concepts created in 2011 by a team organized by Jacqui Thompson of MTE Karen Smith –Verizon Midwest PR Manager provided corporate support and consultation Cornerstone School- based Staff provided TDV content oversight and concept consultation

description

PAVE the Way Project is a national campaign and contest designed to empower youth to take a stand against teen dating violence – through pop music. In 2012, seven musicians/bands from across the U.S. released original songs for free download on the website www.pavethewayproject.com. The 13-20 year-olds all had the same goal: win a chance to record a new song written by Grammy award winner Salvador Santana, and his father: 10-time Grammy winner Carlos Santana. For two weeks, more than 140,000 people cast votes for their favorite musician. The winner of the contest was Dymond Harding, with her powerful song “Selfish Love”.

Transcript of PAVE THE WAY PROJECT

Page 1: PAVE THE WAY PROJECT

How PTWP Happened?

• Concepts created in 2011 by a team organized by Jacqui Thompson of MTE

• Karen Smith –Verizon Midwest PR Manager provided corporate support and consultation

• Cornerstone School-based Staff provided TDV content oversight and concept consultation

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• Website design: Jan. of 2012• Goal of the music: draw in a variety of audiences with

different genres of music. • Music created and added to PTWP site in March of

2012

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• Contest for voters’ favorite song was from May 29-June14, 2012• Over 140,000 votes cast online• Winner was Dymond Harding from Detroit• Winner received the opportunity to co-create an original song about TDV with Salvador Santana and his father Carlos

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• Song created via online music sharing, Skype and Facetime (June 2012 thru Jan. 2013)• Final recording with Carlos Santana in Vegas, June 2013

and Mastered in LA• Album and PR materials created

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Dymond

• Premiered the song “Me, Myself and I” at the Verizon’s Summit in February 2013 • A Day To Connect, Inspire and Heal in New York City

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• Full album release was on June 27, 2013• Online concert via Ustream in Los Angeles at the

Hotel Café • Salvador Santana and his band played a full set with

Dymond joining them on stage for live, full band versions of her winning song “Selfish Love” and her Santana Family collaboration of “Me, Myself and I”.

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PTWP Stats for “Me, Myself and I” release in JuneIn June

• Verizon Music Store

378 downloads of free ringtone of “Me, Myself and I” by Dymond Harding, featuring Salvador & Carlos Santana

Performed very well for a relatively unknown artist. Free to Verizon customers.

• 250 views of You Tube video on Verizon Wireless HQ Channel

• 222 facebook likes of the post

• Live 2 hour Ustream Concert with Salvador and Dymond was watched by more than 2,500 viewers. • 86% of viewers in US (top 3 states CA ,MI, MN) 14% • 14% outside of US (Columbia, Venezuela, Bolivian Rep., Ecuador, Germany, Korea, Brazil,

Argentina, Austrailia

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March 2012- June 2013486 days

• 15,256 views (31 visits per day)• 41,673 Page Views• Average time on the site 2min37sec• 65% were new visitors/ 35% returning• 3656 visits from outside/social referrals• Search engines and direct were 47% of traffic sources