THE:HOURS to record a song and launch a “musical petition” as part of Mr Kofi Annan’s “Tck Tck Tck” awareness campaign for Climate Change,aiming for a positive outcome in Copenhagen this December.
Climate change is having a real impact on the lives of individuals and communities around the world. At the United Nations Climate Change Conference taking place in Copenhagen this December, our leaders will have an opportunity to come up with a robust post-climate agreement that is viable, and will help make this planet a better place. A framework for climate change mitigation beyond 2012 is to be agreed there.
Former Secretary-General of the United Nations and Nobel Peace Prize Recipient Kofi Annan, along with his Global Humanitarian F orum, teamed up with Havas Worldwide to launch a six month massive “Tck Tck Tck” awareness campaign this past June 26th at the Advertising Festival in Cannes.This announcement to the media was made by Kofi Annan, Bob Geldof, and David Jones, Global CEO of Havas Worldwide. The aim of this movement is to enforce the right amount of pressure onto those who are making key decisions that will affect the rest of our lives.
As part of this 360 campaign, Mr Kofi Annan has brought The:Hours on board to produce a song which is going to be the soundtrack for this movement. The song is a cover of 1987 “Beds Are Burning” by Midnight Oil. Top talent and celebrities have already contributed to the cover and its music video, including Duran Duran’s Simon Le Bon, Mark Ronson, Angelique Kidjo, All American Rejects’ Tyson Rittner, Oscar Winner Actress Marion Cotillard, Jamie Cullum, Amadou & Mariam, Khalil Fong, “Inglorious Bastard’s rising star” Melanie Laurent, Youssou n’Dour and Milla Jovovich amongst many others.
Some are aware that this Eighties classic, taken from the album Diesel and Dust, is a political protest song urging the “Western World” to give the land back to Native Australians. Of course, the Tck. Tck. Tck initiative carries a slightly different message but still maintains a similar sentiment for us all: Natives of this Earth to reclaim our Earth, take ownership and responsibility, and start a revolution against the Industrial and Corporate big wigs by forcing them to pay for the damage inflicted as a result of carbon dioxide emissions from all over the world. Midnight Oil graciously agreed to change the lyrics themselves to better suit the cause for the Tck. Tck. Tck initiative.
The song and its music video was released as a free download on October 1st, with the support from major media outlets, brands, and organizations to ensure a truly global reach.
Climate change is a serious and universal problem that we all must face and music is the universal language, capable of transcending beyond cultures, generations, religions and race. A song or an artist truly has the power to translate a message or a movement more than any politician or world leader can on a global scale. This is why we believe that by creating a song for Mr. Kofi Annan and the Tck. Tck. Tck. initiative, we will be creating a voice for all of us who deserve to have a say leading up to Copenhagen in December this year. The goal is to draw enough attention to an event that will affect the rest of our lives one way or another,
says Alexandre Sap, CEO of The:Hours. “People around the world will be able to show their support to this movement by downloading the song, giving it airplay, and leaving a personal message at the time of download” mentions Fabien Moreau,Chief Marketing Director of The:Hours. A “musicalpetition” that is much needed. The time has come.The:Hours is a music company founded in January 2008 by Alexandre Sap and Leslie Dubest, who also established Recall Records, along with Fabien Moreau, entrepreneur with strong expertise in the fields of Communications and Entertainment.
The:Hours is a record label signed on Universal for distribution worldwide, as well as a creative music production and consultancy platform for brands. In July 2008, The Hours became the first ever record label to be acquired by a major advertising network, creating a new business model. Euro RSCG Worldwide, the fifth largest advertising network, now owns a 51% stake in the venture. The:Hours artists roster includes Dan Black, Cazals, Fires Of Rome, Dadalife, Elbow,AutoKratz, Via Tania and Casxio amongst others. The entire carbon footprint related to this 360 “Tck Tck Tck” campaign will be compensated by the planting of trees in the Amazon Rainforest. The:Hours has started this program last year in partnership with Pure Project.