Ariana Grande, 5 Seconds of Summer, Justin Bieber & More Get Behind Face Mask Project

Ariana Grande
Jon Kopaloff/FilmMagic.

Ariana Grande attends the 62nd Annual GRAMMY Awards at Staples Center on January 26, 2020 in Los Angeles.

Get your mask on and get with the program.

From today, a raft of artists from the Universal Music Group family are throwing their support behind We’ve Got You Covered, a new fundraising face mask initiative.

Ariana Grande, 5 Seconds of Summer, Justin Bieber, Billie Eilish, Blackpink, and the Rolling Stones are among the first wave of artists supporting the project, which sees 100% of the net proceeds pumped into charities helping fight the coronavirus pandemic.

Masks from Frank Sinatra, Imagine Dragons, Nas, Pantera, Queen, Selena Gomez, Tupac, Willie Nelson, Yungblud and Bob Marley are part of the first release, and others will be announced shortly, according to UMG’s merch division Bravado, which is behind the project.

Face masks can be purchased for US$15 at www.wegotyoucoverednow.com, with beneficiaries including MusiCares (U.S.) and Help Musicians (U.K.).

“I’m humbled and grateful to work with artists and partners who are passionate and driven to deliver a program that supports those that need it most during this unprecedented time,” comments Mat Vlasic, CEO of Bravado. This initiative “will continue to grow and evolve thanks to the hard work from everyone here at Bravado and UMG, along with our artists across the globe,” he continues.

Following the Center for Disease Control’s recommendation that cloth face masks be worn in public to slow the spread of the virus, they’ve become a must-have accessory. Artist-branded face masks and bandanas are a particularly hot item, several manufacturers tell Billboard.

Through the We’ve Got You Covered project, Bravado and UMG is delivering free face masks to the music major’s employees, and 50,000 masks will be delivered to those at the frontline in the battle against COVID-19, including U.S. including workers in food banks, school lunch programs and homeless shelters.

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