YMI and Letters Burning have teamed up for the “Rock Your School Tour.” YMI is a fashion jean line and Letters Burning is a band that has been involved with charities like Invisible Children and Stand Up for Kids. Both share the same target market, teens 15-25, and care about the well being of the youth of today. Through fashion and music they want to bring awareness for performing arts programs and promote positive and creative expressions to these teenagers (Lugo, 2011). The “Rock Your School Tour” will consist of a 40-show free concert in southern California performing at high schools. I think this is a very innovative idea that will truly get the attention of the “junior consumer.”
The cancelation of performing arts programs is becoming an epidemic to our youth today. “This venture will enable thousands of students to experience a free concert at no cost to the schools and will also expose fans to music and performing arts in a way they may not have had access to otherwise (Lugo, 2011).” I think this is a cool way to supplement the issue and will gain a lot of publicity. The Alternative Press magazine has also joined in with the whole tour in hopes to encourage these young people to join their own neighborhoods music scene.
The tour recently began on February 14th, the concerts will be held during the schools lunch hour. It will not only be a concert but after the music portion the teens be able to interact with the band and YMI. The teens will get the chance to take pictures with the band and win prizes from YMI and Alternative Press magazine. They can also go to YMI’s Facebook page to enter to win a prize package that consists of the bands merchandise and YMI merchandise, a subscription to the magazine, and a 500 dollar gift card.
This 40 show tour is a great way to reach out to less fortunate inner city teens that need an out let from they’re surroundings. I believe these teens need performing arts to show them a different way, a better way. I am happy YMI and Letters Burning are doing what they can to bring a better way for these teens.
Drake Jamieson, YMI EVP of marketing and licensing says it best “Music and fashion are two of the most important outlets through which teens express themselves. This high school tour is an opportunity for us to help inspire and motivate students to bring out their ‘inner rock star’ and get involved with the performing arts.”
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