The deal is – users pay $5 per month to receive three key digital items – music from a leading artist (U2, Bob Dylan, Elvis Costello, Elton John, Emmylou Harris and Death Cab for Cutie have all signed-up to take part in this initiative), a track from an up and coming act and a surprise piece of content, which could be a song, video, short story or anything else. Subscribers will also receive detailed stories of (RED) cash being spent in Africa.
Don MacKinnon, President of (RED) Content explains: “The world’s best brands created (RED) products that have generated over $110 million. What we are doing now is applying the (RED) model to music. Every week you will receive great music from amazing artists and people living with AIDS in Africa will receive lifesaving antiretroviral medicine.”
“Don MacKinnon just might be the penicillin the ailing music business needs. He is an innovator by nature and I have no doubt that some of the music software we are working on at (RED) will help change the way music is received, as well as changing the lives of Africans who will die without the AIDS drug that (RED) can help purchase,” said Bono.