Jonathan Cohen, N.Y.
Some of the biggest names in music are contributing exclusive songs
to RED(WIRE), a new digital music magazine launching on World AIDS
Day (Dec. 1).
U2, Coldplay, the Killers, the Dixie Chicks, John Legend, R.E.M.
and Bob Dylan are on board for the initiative, which is an
outgrowth of the Bono-reared activist organization (RED). All
proceeds from subscriptions will benefit HIV-infected people in
Africa; MSN.com will host a kick-off party on Dec. 1.
For $5, users will receive a new issue of RED(WIRE) every
Wednesday, featuring an exclusive song from a major artist, a song
from an artist (RED) aims to showcase, a multimedia piece that
could encompass video or photography and a look at how proceeds are
directly benefiting Africans in need. The materials will be
downloaded to a custom player and automatically loaded into
iTunes.
Users can send two free issues to friends, and will be rewarded if
they join RED(WIRE). "Artists are already saying, 'I want to give
you a track for those people who brought friends in,'" (RED)WIRE
founder Don MacKinnon tells Billboard.com. "That's the biggest
idea: using social networking to actually change the world in a
unique way."
U2's track was recorded just last Wednesday, while the Killers,
Elton John and the Pet Shop Boys' Neil Tennant teamed up for the
Christmas song "Joseph, Better You Than Me," which MacKinnon
describes as "like a power ballad." This is the third year in a row
the Killers have penned a holiday song and donated proceeds to
(RED).
Meanwhile, John Legend's take on Bob Marley's "Redemption Song"
finds him eschewing piano for a stripped-down arrangement with
guitar, bass and backing vocalists, according to MacKinnon.
Also coming is the first new Dixie Chicks song since the group's
Grammy sweep in 2007, "Lucky One," and Elvis Costello and the
Police jamming on "Watching the Detectives" and "Walking From the
Moon," taped during Costello's new Sundance Channel show
"Spectacle." Additional (RED)WIRE offerings will be announced in
the coming weeks.
MacKinnon is particularly enthused about the creative directions
open to (RED)WIRE, especially with such high-profile artist
participation.
"I had a meeting with Jay-Z, and he wants to talk about artists to
be featured in that spotlight slot," he says. "Big artists may
curate an issue. The whole goal was to create a creative platform.
When somebody says, 'I do all this photography and I want to put it
in as an extra,' That's when I go, this is going to be really
cool."