Founded in 2006 by Bono and Bobby Shriver to engage businesses and consumers in the fight against AIDS, (RED) partners with brands who contribute up to 50% of profits from (RED) branded goods and services to the Global Fund.
As part of the campaign (RED) is working with CrowdSurge which will allow music fans to buy (RED) tickets at venues and artists are auctioning premium seats and exclusive packages to help fight AIDS through the (RED)ROWS initiative.
Coldplay are the first to sign up to the programme and have made available seats in the first three rows for seven of their North American shows along with a signed programme and entrance to their VIP party. The Black Keys are also offering the best seats in the house and a signed version of the night's set list.
American rock band Phish are offering a signed print, Leonard Cohen is offering a limited edition signed lithograph based upon his original artwork and Metric are offering tickets to an exclusive album unveiling performance at the Toronto Opera House and a signed copy of their new album.
(RED)Music is a centerpiece of the inaugural (RED)RUSH TO ZERO campaign (June 1-10) to raise funding and awareness to help deliver an AIDS Free Generation by 2015. The campaign aims to engage music fans through the (RED)ROWS, (RED) Venues and the release of a single from the forthcoming album (RED) Hot + FELA - with the first single release, Lady, a re-make of the Fela Kuti track.