Youth Music
See the work
Youth Music the UK’s largest children’s music charity, which aims to inspire children of all ages to make music.
Seventy Seven has supported them for the past two years, working on campaigns that have included support for Youth Music Week, commissioning research reports into music and gaming and the Youth Music Box an installation designed to get young people into music making at the Southbank and now around the country .
For Youth Music Week, we worked with seven young groups from across the country that performed with professional bands Pete and the Pirates and Vincent Vincent. We secured coverage that included interviews with Youth Music ambassafors David and Carrie Grant on BBC Radio 4’s You and Yours, a great feature in the Independent and regional print and broadcast coverage across the country.
We also worked with Youth Music on their Music and Gaming Report, created for the charity by music industry academic Andrew Missingham, which found that 2.5 million young people in the UK have been inspired by music-based console games to progress into “real” music making. Coverage for the report included The Times, the Daily Telegraph, the BBC World Service and BBC Radio Wales along with hundreds of pieces on games and music blogs and websites.
For Youth Music Box, Seventy Seven provided support for the Guitar Hero meets installation art music experience at The Southbank Centre in London. The Box enables children and adults of any age to create their own music track and video using cutting-edge technology, all in under 10 minutes for free with the aim of demonstrating that anyone can make music. Our coverage ranged from the Daily Telegraph, BBC Newsround and The Evening Standard to Mumsnet, The London Lite and BBC London Online. We also created a blogger engagement programme to reach young music fans directly, with pieces across dozens of the major youth-oriented music sites.