As an HIV/AIDS awareness initiative on Worlds AIDS Day, MTV will air a 90-minute, commercial-free special titled “MTV Presents Levi’s Jeans Staying Alive Concert in Association With YouthAIDS.” Sponsored by denim manufacturer Levi’s and HIV awareness group YouthAIDS, the Dec. 1 special will tie together two November concerts held in different corners of the world.
Alicia Keys is slated to join local artists for a Nov. 23 concert at Greenpoint Stadium in Cape Town, South Africa, while Missy Elliott and Dave Matthews will join other artists Nov. 7 at Seattle’s Experience Music Project. Footage from both will be intertwined with AIDS/HIV awareness PSAs during the Dec. 1 MTV special.
The special will be offered rights-free to broadcasters worldwide, in an effort to reach a wider audience with the messages of awareness; MTV hopes to attract a worldwide audience of close to 2 billion people. In addition to MTV, Levi’s, and YouthAIDS, the Bill & Melinda Gates Foundation, the Paul G. Allen Charitable Foundation, and UNAIDS (the Joint United Nations Program on HIV/AIDS) have offered their funds and services to make the concerts and the World AIDS Day special happen.
Westwood One’s MTV Radio Network will also be distributing the audio broadcast to radio stations worldwide.
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