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Campaign Will Focus on Driving Youth Voter Registration & Encouraging Their Involvement in Social Issues

Release Date: 06/24/2008

Music Choice, the award-winning, multi-platform music network, today announced the launch of Live Your Vote, a campaign focused on driving youth voter registration and encouraging young people’s involvement in important social issues.  Music Choice has partnered with Rock the Vote, a non-profit, non-partisan organization that mobilizes young people to create positive social and political change in their lives and communities.  The call-to-action campaign will be targeted to the music network’s young adult audience.  A variety of Live Your Vote PSAs, featuring today’s hottest artists rallying around the power of voting and the importance of getting involved, will be featured on Music Choice’s On Demand network, which is distributed in millions of homes nationwide through the network’s cable and telco partners.  The campaign features a wide variety of artists such as Alicia Keys, 50 Cent, Ashlee Simpson, Three Doors Down and more.  In addition, banner ads will appear on targeted Music Choice® music channels and the network’s broadband music service as a part of the multi-platform campaign.  Music Choice will also be producing Live Your Vote content, featuring themed music videos, hosted video playlists, and Originals, that will air on its free On Demand network and broadband music service in September.   

The Music Choice Pro-Social campaign will be supported by many of the network’s partners on a local and national level.  Spanish versions of the PSAs, and a Hispanic-focused Original program, will also be developed to reach and appeal to the Hispanic youth population.  In that effort, Music Choice and Time Warner Cable’s New York City Region teamed up to film a Live Your Vote video playlist hosted by Latin music superstar Tito El Bambino at Frederick Douglass Academy, in Harlem, NY.  The ”It’s My Time” video playlist, featuring socially-conscience videos and the students of Frederick Douglas Academy along with Tito El Bambino, will air nationally on Music Choice’s On Demand network in September.

Time Warner Cable’s New York City Region has partnered with Music Choice to promote awareness of this campaign to young adults in New York City.  Time Warner Cable will air a 30-second community message across dozens of cable networks encouraging viewers to visit Rock The Vote’s website,, including information about the campaign on its website and featuring the campaign in customer e-newsletters.

“Time Warner Cable encourages young adults to learn more about the political process and register to vote during this historical election year,” stated Harriet Novet, Regional Vice President, Public Affairs, Time Warner Cable’s New York City Region.  “Partnering with Music Choice makes perfect sense for Time Warner Cable.  This innovative approach to engage young people, mostly first-time voters, is directly linked to our commitment to education and future generations.”

“In our first-ever Pro-Social campaign, Music Choice is encouraging its millions of young viewers across the country to get involved and Live Your Vote,” says Damon Williams, Vice President of Programming for Music Choice.  “On the heels of the 2008 election, this campaign could not be more timely or relevant!”  

About Music Choice®
Music Choice is the leading multi-platform music network that reaches millions of consumers nationwide through their televisions, online, and cell phones.  Music Choice programs dozens of uninterrupted music channels; produces Music Choice Originals that feature today's hottest established & emerging artists; offers thousands of music videos, and distributes daily entertainment news clips.  Music Choice is a partnership among subsidiaries of Microsoft Corporation, Motorola, Inc., Sony Corporation of America, EMI Music and several leading U.S. cable providers:  Comcast Cable Communications, Cox Communications and Time Warner Cable. MUSIC CHOICE® is a registered trademark of Music Choice. Visit the Music Choice website at

About Time Warner Cable
Time Warner Cable’s New York City Region serves over 1.4 million customers in four NYC boroughs (Manhattan, Queens, Staten Island and western Brooklyn), Mt. Vernon, Hudson Valley (Orange, Sullivan, Ulster Counties and parts of Dutchess, Greene and Delaware Counties) and Bergen and Hudson Counties, New Jersey.  Visit

Time Warner Cable is the second-largest cable operator in the U.S., with technologically advanced, well-clustered systems located mainly in five geographic areas – New York State (including New York City), the Carolinas, Ohio, southern California (including Los Angeles) and Texas. As of March 31, 2008, Time Warner Cable served approximately 14.7 million customers who subscribed to one or more of its video, high-speed data and voice services, representing approximately 33.0 million revenue generating units.

About Rock the Vote
Rock the Vote's mission is to engage and build the political power of young people in order to achieve progressive change in our country. Rock the Vote uses music, popular culture and new technologies to engage and incite young people to register and vote in every election. And we give young people the tools to identify, learn about, and take action on the issues that affect their lives, and leverage their power in the political process. Rock the Vote is creative, effective, and controlled by nobody's agenda but our own - we tell it like it is and pride ourselves on being a trusted source for information on politics. We empower the 45 million young people in America who want to step up, claim their voice in the political process, and change the way politics is done.

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