Syber News

Applying the (RED) idea to music, (RED)WIRE launches today, December 1st, 2008, World AIDS Day. For $5, half of which will go to The Global Fund, an organization that buys and administers medicine to women and children affected by HIV/AIDS in Africa, every Wednesday users will receive an "issue" of the digital music magazine delivered to their desktop.

While the first issue is still more than a week away, Microsoft, already a previous (RED) partner with its (RED) Themed Vista, is hosting the exclusive launch event on http://red.msn.com. Each hour, MSN will will broadcast a new world premiere performance.

Those who signed up for (RED)WIRE prior to the launch date will receive the first two issues free. (RED) will send them a special link today, and the first issue, which won't ship to others until Dec. 10th.

Those who sign up before Dec. 10th become "Founding Members" of (RED)WIRE and will receive a special bonus song from Jay-Z. Other participating artists include U2, Coldplay, John Legend, Dixie Chicks, The Killers & Elton John, The Police & Elvis Costello, Death Cab for Cutie, Sheryl Crow and more.

In an press release, Lisa Gurry, director for MSN said:

"MSN is honored to introduce (RED)WIRE to the hundreds of millions of people that visit MSN each month. The launch event on MSN today is an amazing opportunity for people to view incredible performances from top artists, while helping save lives at the same time."

Each week's issue of (RED)WIRE contains:

• EXCLUSIVE — An exclusive song from a major artist.
• SHOWCASE — A song by an artist we want everyone to hear.
• EXTRA — A fun or inspiring piece that's not music – a short video of someone telling a story, a slideshow of great photography, someone reading something they love.
• IMPACT — Frequent updates from Africa – a window into the culture of the people receiving the medicine.

You have to use a special (RED)WIRE player; according to the site:

The player lets you experience each issue of (RED)WIRE in an immersive, visual, magazine-like way. You'll have to see it to know what we mean.

Each issue also automatically drops your music and other content into your iTunes library. Microsoft's probably really pleased about that, but at least all the content you get will be DRM-free, so yes, you can synch it to your Zune if you want.

(RED) has chosen iLike, which bills itself as "the Web's leading social music discovery service," as the social-networking channel to help spread (RED)WIRE to music fans and their friends. Ali Partovi, CEO of iLike, said:

"We're delighted to serve as a platform for artists and fans to come together around a shared goal of saving lives. Now you can go to iLike to see video messages from your favorite (RED)WIRE artists, sample the new music and help save lives by sharing it with friends. I have no doubt that the electrifying talent and content in (RED)WIRE will galvanize our audience."

Finally, W Hotels will be hosting live listening parties throughout their U.S. locations Monday evening as a kickoff for their ongoing support of (RED)WIRE. W Hotels will share (RED)WIRE with their guests and invite guests to enroll.

Don MacKinnon, founder of Hear Music and former Vice President of Music & Entertainment of Starbucks Coffee Company, conceived of (RED)WIRE. He said:

"Every week, when you receive this great music, you'll know you are helping people in Africa get the medicine they need. It's that simple."

Bono, co-founder of (RED) said:

"Don MacKinnon just might be the penicillin the ailing music business needs. He is an innovator by nature and I have no doubt that some of the music software we are working on at (RED) will help change the way music is received and change the lives of Africans who will die without the AIDS drugs that (RED) can help provide."

This is an excellent and deserving cause. Take a look, watch the launch event on MSN, and decide if you want to invest in helping fight AIDS and more in Africa.

In the meantime, watch a video clip on the project: