Matter Unlimited Celebrates Save The Music’s 25th Anniversary with a Brand Refresh

Oct. 19, 2022

For many, music and the tools to create it seem like ubiquitous resources, accessible to all. But the reality is more complicated, with recent studies estimating that millions of U.S. students are still denied access to music education every year. This particularly impacts disadvantaged students – often from black and brown communities which suffer dramatic inequities – where research shows learning music results in educational, cognitive, social, emotional and physical benefits. As longtime fighters in this cause, Save The Music Foundation partnered with award-winning social impact consultancy Matter Unlimited to celebrate the organization’s 25th anniversary while bringing renewed attention to music’s vital function.

Save The Music Foundation is a non-profit organization focused on music education and philanthropy; helping students, schools and communities reach their full potential through the power of making music. They accomplish this by providing donation grants to public schools for musical instruments, technical equipment and teaching resources for music educators and administrators; as well as music education advocacy. In working with Matter, they hoped to use their recent anniversary as an opportunity to generate greater support.

Matter's Creative Director of Story, MJ Deery explained:

"Even after 25 years, Save The Music Foundation has been able to deliver music education to school districts with financial challenges, all while using messaging that steers clear of deficiencies. Rather than motivating audiences by sparking outrage about the glaring inequities of America's public education system, their oxygen is the power and joy of music. So, that's what we wanted to continue to do – bring the fun and celebrate music's ability to spark joy."

 

This meant refreshing Save The Music’s brand to refocus audiences on its increasingly relevant mission. Matter’s team created a new website, strengthened messaging, updated branding to incorporate new 25th anniversary designs and crafted an inspiring new anthem film shot at real Save The Music programs in New Orleans, Newark and Brooklyn. The film – which will be displayed online, across social media, and prominently in New York’s Times Square – allows the children to spotlight the important role that music plays in their lives while urging viewers to donate. Ebullient visuals are set to the kinetic rhythms of "I Need You" – a track donated by multi-Grammy and Oscar winning artist Jon Batiste, whose passion for music is reflected in the energy and message of the video.

Deery continued:

"The words of the song really echo the sentiments of the kids - they need music. It was truly like the track was tailor-made for Save The Music. We were so excited to not only have Jon Batiste interested in sharing his talents for this project but for his overall support."

 

Matter Unlimited President Alexandra Gordon said:

"No one else has our combination of creative and non-profit marketing expertise. But more than that, as a team with former music industry designers, marketers and label owners, we understand intimately how access to music can transform people’s lives. I wish we lived in a world that didn’t need organizations like Save The Music Foundation, but the work they’ve been doing for 25 years is so profound and impactful that it deserves any support and awareness we can spare. To be able to work with them on this campaign was incredibly fulfilling."

 

Save The Music’s Executive Director Henry Donahue added:

"As we prepared to celebrate our milestone year, we wanted to communicate the joy and resilience that comes from making music, inspired by the young people and teachers in our partner communities. With an assist from Jon Batiste, Matter Unlimited brought that vision to life, depicting the transformative power that music can have on young people. This brand refresh reflects our renewed focus on investing in young creators in culturally rich communities, while ensuring our work remains rooted in community, culture and equity."