Artists and Labels ‘Get Creative’ to Support War Child

Downtown’s Director of Media & Partnerships, Emma Cordell, in conversation with War Child UK’s Music & Events Manager, Feedy Frizzy. They explore how artists, labels, and music companies can support humanitarian work and build creative, values-driven partnerships. “At the end of the day, as long as we all do something to support children affected by war, that’s the important thing,” says Frizzy.

The following is created in collaboration with Downtown Music, a company DMN is proud to be partnering with.

Frizzy reveals the different ways that artists at every stage of their career can get involved with a not-for-profit like War Child, and create ‘a domino effect’ of change for children affected by war. “If you’re an organization and want your own fundraiser for War Child, we can do things together.

The collective empowerment of music industry partnerships with War Child is what creates value for children in war-torn territories. “We like to be a bridge between the music community and the work that we do, to create a domino effect of positive change.”

With offices in the Netherlands, Germany, Sweden, and the US, War Child works as an alliance. “We have fundraising offices in each country, and everything goes into the same pot so that we can make the most out of each country’s fundraising.”

Speaking about the number of children currently affected by war and the scale of work in store for War Child, Frizzy says, “It’s over 500 million children. The children we work with are in the occupied Palestinian territories, the West Bank and Gaza, plus Lebanon, Sudan, South Sudan, Ukraine, and others not mentioned in the media.”

Putting things into perspective, Frizzy explains, “That’s more than the entire population of the US, Canada, and the UK together. So the work that needs to be done is huge.”

Frizzy is part of a music team at War Child with a 30-year-strong foundation. War Child has an illustrious history of working with artists and labels in the music industry, including the original Help Album, released in 1995.

‘The sky’s the limit’ on how artists and labels can get creative to support War Child. The Help Album is an example of creativity, and War Child was put on the map 30 years ago by this very album.

On examples of creative fundraising collaborations, Frizzy dishes on how a band, Sleaford Mods, recently joined forces with a pizzeria to raise funds for War Child. “They’re donating 2 pounds of the special pizza they created with the pizzeria. Plus, there’s a sticker on the box with a QR code that people can scan to learn more about the charity and donate more.”

Anything that can engage the public with an element of fun can make a difference for children in need. “People see the charity with a heavy heart, because what’s going on is not fun. But we want to make a difference, and a positive change requires positive energy within it.”

“If you’re an artist, just talk about the cause at your show, or donate some profits from the merch. If there’s an opportunity to do something for an organization, we want to be part of that conversation.”

“When we’re at a show and deliver a speech, people come up with the most incredible ideas. It’s exciting to see how much a seed of creativity can grow.”

“It’s all about community,” Frizzy says, adding, “We’re constantly in conversation with agents, managers, labels. We have a background in the music industry, so we attend music events. We will always be prodding and planting seeds everywhere we go with the hope that it resonates.”

Frizzy explains that the sense of community starts at the grassroots level, with emerging artists, smaller labels, and music companies wanting to be a part of the change.

“It’s a system where one person is going to inspire someone else, who will inspire someone else. And you can only do what you can do. It’s all about the small things that add up to make it whole.”

“Whether it’s QR codes or tap-to-donate apps, or merch t-shirts left from an old tour that are labeled limited edition with profits going to War Child, we support in every way we can.” “For bigger partnerships, we help create them as well. You can be a part of something like this at whatever stage.”

“Bigger artists can donate a pound out of each ticket, but artists at any stage of their career can make a difference. From merch donations to ticket partnerships, collaboration between artists, their teams, and the charity brings campaigns to life.”

“The world is in pieces on many levels. But when you’re contributing to something to make positive change, it’s infectious,” says Frizzy, detailing the annual football tournament War Child conducts in partnership with Downtown Music.

“The Independent Music Cup is 5-a-side football. The energy is unbelievable. People are happy they contributed to something meaningful.”

The winner of the tournament is whoever manages to raise the most funds. “So there’s healthy competition on the pitch. It fuels positive action. You want to do well, and you win by making a positive change.”

Frizzy adds, “If you’re in the music industry, you should apply. There is a waiting list.”

“If your organization wants to join, that’s the first step. It’s always within your means and it all counts. At the end of the day, as long as we all do something, that’s the important thing.”

Downtown Music has been in partnership with War Child for a while, and Cordell says the ‘clear alignment of values’ was what compelled them to join. “For Downtown, the best partnerships aren’t transactional. It’s about collaboration and creativity — being able to create value in some capacity.”

“The Independent Music Cup was an amazing chance for us to see the independent music community come together for this cause,” says Cordell.

Speaking about War Child’s mission to ensure no child is ever part of war, Cordell believes it’s an honor to contribute. “Being a part of an initiative like War Child has been incredibly valuable and incredibly powerful. There’s transparency, too, so we know where it’s going.”

Downtown values its partnerships with everyone from independent trade associations, to War Child and One Tree Planted (to whom it donates every year). Cordell admits, “It’s imperative that we’re able to create value.”

According to Frizzy, trust is a core pillar at War Child, and the methodologies were built with 30 years of consistent work.

The key role of War Child is psychological support for children affected by war. “The faster we reach a child, the greater the chance the child has to recover and get their life back. Being able to know where your efforts are going is massive.”

On War Child’s upcoming initiatives, Frizzy divulges, “We’re working on a lot of festivals and partnerships next year. And then we’re at Brits Week, which is our biggest series, happening around the Brits Awards in February. There’s so much going on.”

“It’s very much a community effort.”

On how music organizations can become part of humanitarian competition and build partnerships with not-for-profits like War Child, Frizzy says, “Just come and talk to us. We’re very approachable.”

IN FOCUS is Downtown Music’s latest online content series, featuring conversations among Downtown Music team members, their clients, and industry partners. The collection of videos and podcasts offers diverse perspectives on the trends driving evolution in the music business.