Cause for Creativity

by Nikki Korn

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I can still see the proud faces of the Adobe Youth Voices teens as they watched their videos shown behind the Black Eyed Peas as they performed at the hottest new club in Los Angeles.

It was a night right out of the pages of People with music industry stars, paparazzi flashes, fabulous fashion, and the all-important colored carpet. Except this carpet was not red, but green, to signify the coming together of the Black Eyes Peas and the Adobe Foundation around their shared commitment to youth.

With the needs around social issues only increasing and valuable resources becoming more precious than ever, aligning two cultural icons in a cause partnership makes great sense. Complementary assets and a shared mission will turn up the volume on the end goal of empowering youth people to comment on social issues that are important to them and help them take action in their communities.

Joining my clients from Adobe at the Black Eyed Peas Peapod Foundation 2009 Benefit concert in LA was an honor. Dancing alongside a “who’s who” from the music world and other fans who want to hear great tunes and support an important cause during Grammy week, the launch party went on and on. This year’s event celebrated the new partnership between the Adobe Foundation, the Black Eyed Peas Peapod Foundation, and the Entertainment Industry Foundation. Together, they will connect underserved youth with the chance to learn and use multi-media production tools, including those for video, music, dance, and art.

The partnership will open two new integrated music and multi-media “Peapod Academies” in the San Francisco Bay area and leverage the Adobe Youth Voices program curriculum, training, and volunteer support. The partnership will also scale this program to other Adobe Youth Voices sites worldwide so more kids can experience the Adobe Youth Voices’ mantra — “create with purpose.”

It was one of those memorable moments when you see the intersection of something that is important to society take hold in popular culture. I danced all night with the teens, celebrities, and new friends.  We watched creativity come alive.  There are certainly even bigger things to come through this alliance….

How are you infusing popular culture into your cause efforts?

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