Playing for Change

When I first saw the original Playing for Change video Stand By Me on YouTube I was moved and fascinated and jumped for joy. Wow. As a music lover and collector of social media success stories, here was both music and social media triumphantly on display and coming together to support a good cause. I talked up the videos via social and in person to everyone I saw.

Stand By Me now has 37 million views on YouTube and has sparked a movement. Now, Playing for Change has 15 videos in the Songs Around the World series with a combined 140 million views. If you haven't seen a Playing for Change video yet, please watch their version of Bob Marley's One Love.

I had the honor of meeting Mark Johnson, the leader and inspiration behind the Playing for Change movement at the NAMM show this weekend where I delivered a talk. He says: "Create inspiration and let it take care of itself."

Who would have thought that one person with a good idea could bypass traditional channels of getting attention (major record labels and mainstream media) and simply through the power of social media create an organization from scratch. In this short interview, I ask Mark about how he came up with the idea for Playing for Change and why YouTube was essential for its success to date.

Direct link to Interview with Mark Johnson from Playing for Change

Mark also created a separate non-profit organization called the Playing For Change Foundation which builds music schools for children around the world.

Learning from Playing for Change

In a world where marketers and PR people are still mainly focused on the traditional big budget mainstream approach to gaining attention, Mark shows us how a good idea can catch on as people share one to another on the social web.

If you are trying to start an organization from scratch it is nearly impossible to do so within the established system of your industry. Want to make a movie? Good luck getting funding from the majors (who will want to sue bloggers who talk it up anyway as the whole SOPA/PIPA nonsense showed). You’ve got to just get it done and get it out and see what happens. Same for music, or books, or software, or any other endeavor: Do it well, get it out, and go social.

“From people for people” – Mark Johnson

Comments

[John Windsor]

Brilliant work. I saw the "Imagine" video at the Music Instrument Museum in Scottsdale. Incredibly moving.

Thanks for posting this.

[Lindsay Southwick]

Yep, a great cause. Nice post.

Marley songs seem to be some of the best. The link below is to one of my favorites...

http://www.youtube.com/watch?v=fgWFxFg7-GU

[Tony Faustino]

Loved these three quotes from Mark Johnson: (1)"Create inspiration and let it take care of itself";(2)"It's for people made by people."; (3) Embrace the future.

These themes tie into the great podcast discussion you shared with Mitch Joel about looking at yourself or your organization as a publisher. Mark and his Change for The World actively use social media channels for that purpose. And, they're now an independent, publishing force.

Playing for Change isn't waiting for anyone's permission to get their work / art out to the world (especially the traditional music industry). That's why I have no doubt they'll continue succeeding in their niche.

[David Meerman Scott]

Yes, since the first video, I've thought Playing for Change is inspirational. But now that I've met Mark and heard his story, I think that even more.

[Adele Revella]

A really inspirational story and some great music too. I love it! Thanks for the post David.

[David Meerman Scott]

Hi Adele - thanks for stopping by. Yes, this story is terrific on all levels. It was an honor to meet Mark.

[Mitch Devine]

Hey David, I was also lucky enough to see Mark speak at NAMM, so I'm excited to see that you captured his story on video.

I also loved "Stand By Me" as soon as I saw it (a friend had shared it) and really enjoyed hearing the inspiration behind "Playing For Change" -- the Santa Monica street musician and his explanation that he's "in the joy business." Thanks for helping to spread the joy!

[Cheoy Lee]

How inspiring! What a story, I wish I had that kind of drive.

[Corporate Comedian]

There is nothing more inspiring and entertaining than a song getting played on a different instrument. If you are a music lover you would know what I mean. The best thing is being able to hear different sound but still get the same feeling.