YOUNG SHITS DECEMBER BRIEF:
Music programs are being cut, especially in schools serving Black, immigrant, and low-income students.
Create a campaign, anchored in a buzzworthy stunt, to spark awareness and conversation about the educational and cultural importance of preserving music programs in public schools.
THE IDEA:
When you cut music programs in schools, you cut opportunities for kids to become future musicians—rendering their potential dead in the ground.
Past and present musicians will come together to mourn the future musicians we’ve lost. On the morning of the Grammys, statues of musical figures across New York will be dressed to mourn lost potential.
At the same time, empty busker stations will appear across NYC.
We’ll send an invite out to all Grammy attendees asking them to join us in mourning lost potential by wearing black to the 2025 Grammy awards ceremony.
Mysterious tour posters will begin popping up around the city. The catch? These artists don’t exist.
A 30 sec spot will air directly after the In Memoriam segment of The Grammys, and will be simultaneously projected onto the walls of the biggest music cities in America: New York City, Los Angeles, and Nashville.