RCA Label Group (UK) announced that a new campaign, Music Matters, brings people together from across the industry for the first time, to highlight the value of music and to educate consumers on how to identify legitimate music services.

According to the statement, allowing the music to speak for itself, the campaign has commissioned a series of short animated films about inspirational artists who have dedicated their lives to music and contributed to our cultural landscape. The films, including the stories of artists such as Blind Willie Johnson, The Jam, John Martyn, Nick Cave, Sigur Ros, Kate Bush and the Fron Choir, will be carried on supporting artist and organisation websites, with further films scheduled for roll out later in the year.

A Music Matters trust mark will be launched to help audiences to identify legitimate sources when looking for new music. Leading music retailers will display the trust mark and host the Music Matters films on their websites.

The Music Matters campaign website goes live on 24 March. It will host all of the films will as well as advice on how to identify legitimate music sites.

Following the launch, there will be a series of public events across the UK to promote the Music Matters campaign and trust mark in partnership with Future Shorts. The first of these will be held at Cargo, London on Wednesday 24 March and will feature screenings of the Music Matters films, live music, DJs, live art and special guests.

The Music Matters campaign is being led by Niamh Byrne (Universal Music/formerly CMO Management – managers of Blur and Gorillaz.) “For many people music is the single most important cultural element of their daily lives,” said Byrne, “but as it becomes more available it can become invisible, disposable. Cutting through the debate about technology, transmission and consumption, we want to remind everyone why music matters.

Ray Davies, The Kinks: “Ray and Dave Davies were brothers and used to fight a lot as children. They argued about everything then one day they got guitars and formed The Kinks. They still argued a lot but communicated with songs. That’s why music matters”.

Chris Morrison, CMO Management: “This is the right time for a campaign like Music Matters. Musicians need encouragement as they work out how to continue to make a living. We need to champion music in our lives and we need people to dedicate their lives to making it.”

For more information visit: www.whymusicmatters.org ; www.futureshorts.com