ASCAP SONGWRITER ADVOCACY CAMPAIGN
383,000
Earned Impressions
38,000
Engagements
330%
Increase in Link Clicks
ASCAP HEADS TO CAPITOL HILL TO PROTECT MUSIC CREATORS
As ASCAP representatives descended upon Capitol Hill to champion music creators’ rights in the age of AI, ASCAP urged members to make their voices heard to their representatives.
The campaign struck a chord with music creators like Pasek & Paul (La La Land, The Greatest Showman), Madison Love (BLACKPINK, Camila Cabello), Cirkut (Jung Kook, Nicki Minaj), Jermaine Dupri (Mariah Carey, Usher), and media outlets such as HITS Magazine and Billboard posted about the campaign on social media.
BRAND CHALLENGE
The rise of artificial intelligence has created both opportunities and challenges for music creators. While some creators are already incorporating AI tools into their work, the regulations safeguarding their creations in the context of AI are still being written.
Luckily, there’s ASCAP — the 110-year-old performing rights organization that's all about advocating for music creators' rights. They engage in conversations with the music, tech, and legal communities and ensure that their members have a say in the policies that affect them.
CREATIVE SOLUTION
I produced social-first and platform-tailored content to drive people to our ASCAP Advocacy landing page where they could contact their members of Congress. I identified what the major moments of the campaign were going to be and created content that would inspire conversations about AI and empower people to contact their representatives.
After ASCAP announced that they were heading to Capitol Hill, ASCAP President & Chairman of the Board Paul Williams released a powerful statement to Billboard Pro on how the organization is advocating for songwriters in the age of AI.
To spread this message, I created a “Paul Williams” news graphic gallery. The first slide boldly proclaimed, “ASCAP President & Chairman of the Board Paul Williams reflects on the ongoing fight for music creators’ rights in the face of new AI technologies,” followed by screenshots of the Billboard article. This authentic way of presenting critical information was incredibly well-received, making over 34,500 impressions, receiving over 2,700 post interactions, and being shared over 450 times.