A new cross-industry campaign, Music Matters, has launched in the U.K. to highlight the value of music and educate consumers on digital services.

It is being led by Niamh Byrne, Universal Music U.K. head of creative content, and formerly of CMO Management, which represents Blur and Gorillaz.

The campaign has commissioned a series of short, animated films about artists including the Jam, John Martyn, Nick Cave, Sigur Ros, Kate Bush and Blind Willie Johnson.

The films will be carried on supporting artist and organization websites, with further films scheduled for later in the year. There will be a series of public events across the U.K. to promote the Music Matters campaign and trust mark in partnership with filmmakers Future Shorts.

A Music Matters trust mark has been produced to help consumers identify legitimate digital services. Music retailers will display the trust mark and host the Music Matters films on their sites.

"For many people music is the single most important cultural element of their daily lives," said Byrne in a statement, "but as it becomes more available it can become invisible, disposable. Cutting through the debate about technology, transmission and consumption, we want to remind everyone why music matters."

Chris Morrison, of CMO Management, added: "This is the right time for a campaign like Music Matters. Musicians need encouragement as they work out how to continue to make a living. We need to champion music in our lives and we need people to dedicate their lives to making it."