The French independent label the Hours has targeted 50 million downloads as part of a new climate change initiative, which aims to gather global support by distributing a free track.
The 'tck tck tck' campaign, designed by French advertising agency Havas, is based around a new version of Australian rock act Midnight Oil's "Beds are Burning," especially rewritten by the band.
The song and video features more than 60 international music stars and celebrities including Fergie, Lily Allen, Duran Duran, Mark Ronson, Jamie Cullum, Bob Geldof, Youssou N'Dour, Scorpions and actresses such as Melanie Laurent and Oscar-winner Marion Cotillard.
The song and the video are freely available on the main download and streaming platforms around the world. Every download or stream will count as a unique digital signature to reach "an ambitious, fair and global deal at the UN Climate Change Summit in Copenhagen," reads a statement.
Alexander Sap and Leslie Dubest, managers of Havas' imprint the Hours, which produced the track, tell Billboard.biz the goal was to gather at least 50 million such 'signatures' - downloads or streams - for the campaign. The initiative will be supported by a print ad campaign.
The artistic direction of the song was handled by French drummer Manu Katché, who previously toured with Sting and Peter Gabriel.
Katché explained that he favored young artists to support this campaign to touch the young generation, instead of asking more established stars.
Katché said "Beds are Burning" was the right track to support the campaign, not only because of the lyrics, but also because the band was personally involved with such concerns. Midnight Oil's frontman Peter Garrett is currently Australian minister for the environment.
During the event launch, Manu Katché read an SMS sent by Midnight Oil, saying the band was "honored that their song was chosen to support the most important cause of our time."
Former UN secretary general and Nobel Peace Prize recipient Kofi Annan launched the 'tck tck tck' worldwide campaign on climate change in Paris yesterday (Oct. 1). Annan, now President of the Global Humanitarian Forum, aims at pressuring the international leaders before the UN Copenhagen Climate Change Conference in December.
"This will be the first time ever that a musical petition has been created to demand decisive action from our world leaders," said Annan. "I believe it can become the Band Aid [the U.K. forerunner to U.S.A. For Africa] for the Internet generation. Together, we can create such a noise that our leaders will not be able to ignore it when they meet in Copenhagen this December to agree a new post-Kyoto climate agreement."