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Creative marketing and production company 19th & Park is excited to announce the latest spot for Save The Music, a non-profit organization focused on music education and philanthropy. 19th & Park worked alongside award-winning social impact consultancy Matter Unlimited to produce the film which focuses on the joy and enrichment of music education and features the very kids impacted by Save The Music.
19th & Park produced the video to coincide with Save The Music’s 25th anniversary, while highlighting its mission to help students, schools, and communities reach their full potential through the power of making music.
“We wanted the students at the forefront, just as much as the music,” explains William Oaks IV, 19th & Park Executive Producer. “That meant going into the schools in order to film kids in their element, which can be a delicate process. I am someone who often says that the arts as a kid saved my life. It was dance and music that inspired me and it was a great joy for me, personally, to work with young people who also share that passion.”
Production took place at schools in Newark, NJ, and Brooklyn, NY, respectively, where the team captured footage of numerous students currently enrolled in Save The Music, all underscored by the upbeat rhythms of “I Need You” by multi-Grammy and Oscar-winning artist Jon Batiste -- an artist who is himself heavily involved in music education initiatives, and was “over the moon” after viewing the final piece. More importantly, the final footage needed to maintain a national focus that would speak to Save The Music’s US-wide efforts.
While on location, 19th & Park DP Parris Stewart also drew on his experience working with children, capturing vibrant footage of the students playing their instruments.
“It was important for the final product to feel artistically current,” notes Clenton Hollinger, 19th & Park Associate Producer. “We know that kids are well versed in creating their own media and telling their own stories. Thanks to platforms like TikTok, kids can relay their experience visually. This was something we wanted to implement in the spot.”
From this, 19th & Park utilized iPads to encourage several of the students to capture off-guard and candid moments. “So much of modern social media exists within the intersection of music and dance, so we knew it was an element we had to capture,” explains Hollinger.
With Save The Music’s film now streaming online, 19th & Park feels confident that the work represents their company’s commitment to community.
“It’s important to ensure our work is reflective of our shared experiences and that viewers can witness and relate to the stories of the youth involved in this piece,” notes Oaks.
“We wanted the anthem film to feel aspirational, showcasing a truth that, regardless of your background or situation, there’s a power in providing support for others to create beauty, color, and music,” concludes Hollinger. “This spot showcases how Save The Music has helped uplift lives by providing that opportunity to communities that need it.”
Project Title: 25th Anniversary Campaign
Client: Save The Music
Campaign: 25th Anniversary
Agency: Matter Unlimited
Creative Director: MJ Deery
Executive Producer: Meredith Hellman
Design Director: Frank William Miller Jr.
Creative Director: Jonathan Morffi
Associative Creative Director: Brenda Hernandez
CEO/Founder: Rob Holzer
President: Alexandra Gordon
Group Account Director: Michael Lebakken
Account Director: Christina Mauro
Senior Account Manager: Rosa Viggiano
Project Director: Rebecca Calautti
Senior Strategist: Remi Adams
Designer: Olivia House
Production Company: 19th & Park
Director/Executive Producer: William Oaks IV
Director of Photography: Parris Stewart
Associate Producer: Clenton Hollinger
Editors: Darin Quan, Harvey White
Music: Jon Batiste, “I Need You”
VO: Performing Stars
Editors: Darin Quan, Harvey White
Colorist: Company 3
Sound Design/Mix: One Union Recording Studios
About 19th & Park:
19th & Park is a creative marketing and production company that specializes in a modern integrated approach to the execution of creative content, digital strategies, experiential, and new media innovations. Founded by Whitney Headen and Tahira White, the 100% Black woman-owned company has partnered with some of the world’s most notable brands, such as Nike, Chase, PUMA, Netflix, and Unilever, among others. The company puts the creative process in the driver’s seat, developing influential programs that resonate with cross-cultural, cross-generational audiences. www.19parkinc.com/
About Matter Unlimited
Matter Unlimited is a social impact consultancy rooted in culture, capital, and cause. We are creatives, storytellers, and changemakers who work with brave organizations to create a more equitable and sustainable world. Learn more at www.matterunlimited.com.
About Save The Music Foundation
Save The Music Foundation is a 501(c)(3) nonprofit that helps students, schools, and communities reach their full potential through the power of making music. For 25 years, Save The Music (STM) has addressed the systemic inequities in music education by investing in culturally rich communities across the US. Since its inception, STM has donated $68M worth of instruments and technology to over 2,500 schools – impacting millions of students' lives in hundreds of communities nationwide. And we’re just getting started! Learn more at savethemusic.org
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