"In
an exclusive collaboration, MTV EXIT (End Exploitation and Trafficking)
and music collective Black Iris featuring Best Coast’s lead Bethany
Cosentino have partnered with leading global advertising agency,
Y&R, to produce a music video which raises awareness of human
trafficking. When Will I Feel Love hauntingly highlights the
dangers and impact of trafficking for sexual exploitation, particularly
of young women. The music video will premiere across MTV properties
on-air and online around the world on February 14th 2011, and will be available to download on iTunes from the 14th
February (see notes to editors for link). Proceeds for iTunes sales
will be directed to anti-trafficking organisations working to rescue and
rehabilitate victims of human trafficking.
When Will I Feel Love
is the next music video in MTV EXIT’s series of collaborations, an
innovative and creative approach, which fuses musical content and MTV’s
pro social messaging on the dangers and impact of human trafficking. As
well as creating awareness of human trafficking for sexual
exploitation, this music video also highlights how young women can so
easily be deceived and consequently forced into trafficking.
The
video will be seen across all MTV platforms in 161 countries, and has
the potential to reach more than 640 million households worldwide.
The
series launched in 2008 and has seen collaborations with influential
leaders in rock music, creating compelling music videos that depict this
growing issue to viewers around the world. Radiohead began the series
with their award winning film All I Need...
followed in 2009 by The Killers with Goodnight, Travel Well.
2010 saw Muse partner with MTV EXIT to produce MK Ultra.
When Will I Feel Love is
an animation by Edouard Salier, who has also directed music videos for
Air, Massive Attack and Raphael Saadiq. The sound design has been
produced by Brian Emrich of The Black Swan, Requiem of a Dream and The Wrestler
fame. The original song was written exclusively by Black Iris featuring
Bethany Cosentino of indie rock band, Best Coast, one of the most
inspirational bands of 2010."
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