Released by Ventilation Productions and Speakers Corner
For Immediate Release: 9 July 2008
– 13h00
“Not
In Our Lifetime” Says SA Musicians
Today, Wednesday 9 July 2008, saw the launch of the ‘Not in our lifetime’
initiative held at MTN’s head offices in Roodepoort.
It is a music driven awareness, educational and fundraising initiative
aimed at spreading a positive message about South Africa and Africa as well as
raising much needed funds to assit with initiatives linked to displacement,
education and entrepreneurship.
‘Not In Our Lifetime’ kicked off today with the launch of a track of the same
name and featuring a number of South African artists including HHP, Slikour, Pro
Kid, Siphiwe Dana to name a few.
The track is the first phase of the initiative which also sees the production of
a music video, a series of public service announcements and fundraising and
awareness generating music events.
Spokesperson for the initiative Lee Kasumba commented “Musicians have the power
to touch lives and change attitudes. Their music transcends borders and
unites disparate people. They have the ability to educate, inform and
raise awareness. This is the thinking behind Not In Our Lifetime, a
campaign that aims to reclaim what has been lost by the recent spate of
xenophobic violence and the crime that has ravaged South Africa.”
The initiative was originally set up by Lee Kasumba and Ventilation
Productions’ Siyabonga ‘Slikour’ Metana who both felt that there was a need for
an initiative aimed at projecting a positive image of South Africa and Africa,
by reminding ourselves, and the world, that the continent thrives on the values
of acceptance and respect.
The Not In Our Lifetime track
communicates the message that our time should not go down in history as another
era of tragedy, it aims to educate and uplift by avoiding a language of
condemnation, instead, it reclaims Africa’s proud history of supportiveness, the
starting point of an initiative that stands for peace and respect throughout the
continent and aspires to end injustice.
Not In Our Lifetime is aimed primarily at the youth but one that is for
all to join, support and stand to ensure that the legacy we all leave, will be a
proud unified one. The initiative has also been created to find solutions by
involving young opinion leaders and opening up discussions. ‘Not in our
lifetime’ invites musicians, artists, poets, the business sector, industry
players and media to join the initiative to assist in growing the initiative and
creating a positive movement throughout the continent.
In order to fulfill the objectives of the initiative, MTN has come on board as
a supporter of the initiative says Siya “Slikour” Metana, one of the key role
players and spokespersons for the initiative, “MTN is an ongoing supporter of
South African music which made them an obvious choice when it came to
approaching partners for the initiative”
He continues, “Africa has suffered along with South Africa during the dark days,
bearing the brunt of many far-reaching apartheid atrocities and discrimination.
South Africans and Africans must help themselves and unite behind an Africa that
doesn’t discriminate or dehumanise – we believe that music can play an important
role in this process”
Says Pieter Verkade, Chief Marketing Officer for MTN SA “
MTN is proud to be associated with this initiative and we applaud and commend
the artists for not just conceptualising this initiative, but also making sure
that it got off the ground. It is
noteworthy that this is the first initiative of its kind by Africans, for
Africans.
Let’s not forget that one of the most important aspects of this initiative is to
raise funds, so we ask our fellow corporates to become part of this campaign and
make a pledge.”
Phase one of the initiative includes the following elements:
1)
Several artists and musicians from a broad spectrum of society recorded a
song called
Not In Our Lifetime at the Jazzworx
Studio on Sunday 25th
May 2008. The track will be
available for download on www.MTNLoaded.co.za at a cost of R5 per download.
100% of the proceeds of the downloads will go to the initiative
2)
A series of Public Service Announcements
have also been shot and will be aired shortly on television. These PSAs
have been distributed to many different broadcasters and are also online in
order to reach as many people as possible, both locally and internationally. The
PSAs have been made by the artists who feature in the track as well as
personalities from the entertainment industry and other supporting individuals
3)
A Press Conference for the
Not In Our Lifetime initiative
(Wednesday 9th July 2008) at the MTN offices introducing the media to
the initiative and its plans, the artists and the track and lobbying for
support.
4)
The Not In Our Lifetime track will be
aired for the first time on the day of the press conference. The aim is to get
airplay for the track on all local
and national radio stations.
Numerous radio stations have already pledged their support for the initiative.
5)
The song will be offered as a Callertunez download from today onward exclusively
by MTN for the next three
months. Callertunez are charged at R5.00 each for three months, and for the next
three months – that is from today until 9 October 2008, all proceeds will go to
Not in our Lifetime.
6)
An awareness generating music video
featuring all the artists who participated in recording will be filmed and
edited once the Not In Our Lifetime
track has been released. Media will be advised of the date, time and venue for
the recording nearer the time.
7)
Radio and audio clips
supporting the campaign’s message will be distributed to as many broadcasters
and online sites as possible.
8)
A Not In Our Lifetime music events will
be produced, the first being a ‘Not in our lifetime concert which will take
place in August 2008 in Gauteng.
The concert line-up will include the artists that featured in the ‘Not in
our lifetime’ track as well as some of the Africa’s best loved musicians.
Proceeds from tickets sales for the concert will go towards the
initiative.
9)
Merchandising
with strong messaging will be created and sold at the music events.
Profits from the sales will go towards the initiative.
Proceeds of fundraising through these initiatives will be managed and
distributed to areas of need by an international NGO with whom final discussions
are being held. Confirmation is pending. All funds raised for the initiative
will be audited by Ernst and Young.
Not In Our Lifetime
will spread a message which will resonate throughout Africa and inspire artists
and musicians all over the continent to get involved, to realise that they have
the ability to challenge injustice, make positive changes and rewrite history.
We have all fought incredibly hard for the freedom that we now enjoy. We
unite to ensure that those principals are upheld and practiced throughout
Africa.
Artists and individuals involved in Not In Our Lifetime
include:
DJ Sbu Leope, HHP, Simphiwe Dana, Shugasmakx and Relo, KB, Nthabi, Tuks, MXO,
Teargas, Andile Carelse, Lungelo , Pro, Kwela Tebza, Tumi and DJ Cleo to name a
few.
Other artists and individuals also supporting the campaign include:
The Channel O family (Lungsta, Yolisa and KB), Live’s Bonang, Udo Carelse, Zubz,
Lebo Mashile, Unathi, Thomas Msengana, Mo Molemi, , Thandiswa Mazwai Golden
Shovel, Mpho Maboi and Swazi Prince Ntsika Dlamini
Companies and institutions who have given their time to this campaign include:
MTN, Jazzworx Studio, Lumko Dukashe Productions, Nandos, Loxion Kulca, ZA
Kingmakers, Speakers Corner, Ernst & Young, Ventilation Productions and Liam
Linch Photography
-
ends –
___________________________________________________________________________
Distributed on behalf of :
Not In Our Lifetime
Distributed by
:
Speakers Corner / Ventilation Productions
Contacts:
Artists / Musicians contact - Kim Sears – info@notinourlifetime.org.za
079 494 0776
Media - Speakers Corner –
media@notinourlifetime.org.za / (011)
327 1540