IN my previous column, I wrote about how the music videos of songs sung by celebrities can have a tremendous impact in promoting various causes.
In it I cited the original recording of “Do They Know It’s Christmas” and the production of a music video by the United Kingdom-based charity group Band Aid in 1984 to fight hunger in Africa, particularly in Ethiopia; the second recording of that song and the remake of the video, this time to bring relief to earthquake victims in Haiti in 2010; and the third version of both the song and the video, made only last month to raise funds for the fight against the Ebola virus.
I also made reference to its American counterpart, “We Are The World”, which was done in March 1985 by the United States-based group USA for Africa—led by Harry Belafonte, Michael Jackson and Lionel Richie—for, more or less, the same cause: fighting hunger in Africa.
I also noted how, in the aftermath of Supertyphoon Yolanda (international code name Haiyan), several initiatives were undertaken, both at the international and local level, to produce songs or compile existing songs into albums to raise funds for the relief of the survivors and the rehabilitation of the storm-hit areas.
Formula for success
WHAT made these “celebrity songs” so successful and, in the words of journalist Robert Palmer, “have the ability to reach people around the world, send them a message and then get results”?
One, the cause must be worthy enough to attract the participation of the people who can make it happen. Two, a respected or credible organization or individual should initiate and lead the project. Three, the song must be good and inspiring, easy to sing, and has meaningful and affecting lyrics. Four, the music video for the song must be professionally, artistically and technically well-made. Five, the music video must be promoted and given extensive exposure in all media, both traditional and otherwise. Six, the participants of the project must hold fundraising concerts, in which they could sing the celebrity song, as well as their top hits, and which can be widely covered by the media.
Most, if not all, of these elements were present when, about a decade ago, our company helped one of our clients at the time, Pfizer Consumer Health Care, come up with a domestic-travel advocacy campaign that we dubbed “BiyaheTayo!” in support of the Department of Tourism’s (DOT) WOW Philippines international-tourism program. The centerpiece of that campaign was the production of a “celebrity song”, as it has come to be known, and a music video for it.
Promoting tourism a worthy cause
WE felt that there was no better, more effective and more far-reaching tool than a song and music video in helping make Filipinos more aware and appreciative of the tourist attractions in their own country and of the benefits that increased tourism would offer to the local economy. What cause is more worthy than that?
Filipinos have always been a music-loving people who used music to communicate strong and meaningful messages to each other—during courtship, worship, parties and other festive occasions in nearly all aspects of their lives.
Since our budget was limited for the “BiyaheTayo!” campaign, we had to be as resourceful, creative and cost-effective as we could. It had become almost a voluntary, do-it-yourself, pro-bono project, starting with the lyrics, which I wrote myself, and the actual management of the projection and direction of the production of the music video—both “firsts” for me and my colleague Noel.
Top artists donate services
BUT the area where we were able to save the most was in getting a good number of the country’s top musical artists to donate or just charge a minimal fee to cover the cost of their services in arranging the song (Rico Blanco, Mike Villegas and Angelo Villegas) and recording it (21 artists). The recording was done at Hit Productions, which made its topnotch production facilities available for the barest minimum.
It was essential to the success of the song and music video that they be performed and recorded by well-known singers whom the Filipino people admired and looked up to, and whose songs they take to heart and love to sing themselves. But to pay the talent fees of these top singers would have cost millions of pesos, which we did not have.
So Perceptions Inc. helped organized the Artists for Philippine Tourism (APT), patterned after Band Aid and USA for Africa. The DOT, headed by then-Tourism Secretary Richard Gordon, invited the country’s leading musical artists to join APT in recording the song and making the music video for free, appealing to their sense of patriotism and willingness to do something for their country.
Overwhelming response
THE response to the invitation was overwhelming and heartwarming. Although we expected only six of the artists to accept Gordon’s invitation, 21 established and even world-renowned singers and musicians agreed to participate. These included Freddie Aguilar, Ogie Alcasid, Joey Ayala, the Apo Hiking Society, Jong Cuenco, Sharon Cuneta, Janno Gibbs, John Lesaca, Francis Magalona, Jolina Magdangal, Nina, Rico J. Puno, April Boy Regino, Lea Salonga, Paolo Santos, Rey Valera and Jessa Zaragosa.
That was the first time a musical production of this nature and magnitude—involving so many of the country’s top entertainers who donated their services for free—had ever been done in the Philippines! Many people thought that entertainers were a selfish, self-centered and commercial-minded lot. We found out then that this was far from the case.
Song inspired nation
THE song and initial version of the music video were first presented to the public during the launch of the WOW Philippines BiyaheTayo! campaign on September 8, 2003. The reaction to the song and music video was tremendous: It received a loud and long ovation after it was played.
One entertainment writer described the song as “beautiful” and “effective.” Another journalist suggested that the poem on which the song and music video were based be reprinted and distributed to all schoolchildren in the country. Another proposed that it be sung during school convocations, along with the national anthem, to make young Filipinos more appreciative of the beauty of their country and the immense talents of Filipinos that the children themselves have and should cultivate.
The song and music video were subsequently played in practically all DOT events. They were also played during various festivals supported by the BiyaheTayo! campaign, such as the Peñafrancia Festival in Naga City, Camarines Sur province; the MassKara Festival in Bacolod City, Negros Occidental province; and the Higantes Festival in Angono town, Rizal province, eliciting the same enthusiastic response from the audience.
Song lives to this day
“BIYAHETAYO!” was frequently played on the Philippines’s leading radio and television stations. The DOT also posted the video on its website, allowing netizens to download and share it with relatives and friends, thus, expanding its reach and impact considerably. It was played in schools and even performed by schoolchildren themselves! It was played on airplanes, buses and boats; in hotels and restaurants; and in malls and various commercial establishments, especially those in the hospitality business. And it continues to be played in all these places to this day!
But beyond promoting domestic tourism, “BiyaheTayo!”—both the song and music video—appeared to have helped revive a strong sense of nationalism, love of country and optimism about the future of our nation, especially among the young. It was the unexpected, but welcome and salutary effect of the song and music video that gave our client and all those who have had a hand in producing it a great sense of fulfillment and pride.
Rene Nieva is the chairman and CEO of Perceptions Inc.
PR Matters is a rotating column of members of the local chapter of the International Public Relations Association, the premier association for senior professionals around the world.
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