EMI Music has hooked up with MTV U.K. and London's police force to launch an initiative that aims to revamp a police riot van to cut down on youth violence in England's capital city.
The project, which starts off as a one-year pilot, will center on a disused police riot vehicle, which is being supplied by London's Metropolitan Police Service. The former riot vehicle will be "pimped," by the MTV production team that creates "Pimp My Ride U.K," the series famous for restoring and customizing dilapidated cars for their owners.
The EMI Music Sound Foundation, which oversees EMI Music's interests in U.K. charities, has contributed an undisclosed sum to the scheme. It will also act as a joint trustee with MTV U.K. and the Metropolitan Police to ensure the initiative's long-term viability.
The riot vehicle's restoration will take place this summer. It will be handed over this fall to the XLP which supports troubled youths in several of London's poorest borough. The Metropolitan police recently reported that 20 teenagers in London had been killed in violent crimes by July 19 this year.
XLP will take the vehicle, which will act as a mobile unit, into areas in London where young people are seeking help, advice and information for dealing with youth crime. For those interested in the music industry, recording equipment will be installed inside the vehicle for them to try out.
MTV U.K. will produce a half-hour "Pimp My Ride" special on the project, plus exclusive online content.