Open Your Eyes to the New Rhythm of Giving

Pakistan's efforts to come to terms with the aftermath of the devastating floods that have ravaged millions of lives across the country's length and breadth, have found a new ryhthm: Salman Ahmed, leader of sufi rock band Junoon has written and produced a single, Open Your Eyes, to raise funds for flood affectees. Released on 2 November 2010 and available for download from iTunes, the song features legendary artist Peter Gabriel--founder of Genesis and a Rock & Roll Hall of Fame inductee--and Alison Sudol the Grammy-nominated alternative music rising star. Samina Ahmed, Salman's wife and partner in the Salman and Samina Global Wellness Initiative provides backing vocals. Proceeds from the sale of the song will be donated for flood relief activities through the SSGWI. As Salman explains in a recent interview, this song represents his attempt to make the world realise that they have a 'blind spot' for Pakistan and to stress on the need for doing much more than it has to help over 20 million displaced people regain their lives and their dignity. Listening to Peter Gabriel explain his motivation for choosing to collaborate on this project, to Jian Gomeshi of CBC on the Q show, one is struck by his empathy for those whose ‘dreams are sinking in the mud’ as the lyrics of the song go and holds up a mirror to both Pakistanis and the world at large, who've chosen to look away from their ongoing responsibility to help reduce suffering. Indeed, Mr. Gabriel calls it a ‘subtle form of racism’ and blames the ‘pathetic’ global response in terms of aid and giving, on the lingering media-hyped myth of Pakistan as only a hotbed of terrorism.

Clearly, this project has acquired great credibility with the association of Peter Gabriel and Alison Sudol, but in essence, this is Salman's project and kudos to him for taking the initiative. He has already helped raised several hundred thousand dollars through concerts and tours across the US and with this song, one hopes he will top up that contribution significantly. It's not that 'Open Your Eyes' is the first effort by musicians to raise awareness about flood victims--Atif Aslam, Laal,Hamid Ali Khan, Sami Yusuf, and Hadiqa Kiyani have all released songs--but none of these have been aimed at raising funds directly, as Salman's effort is. That in itself sets 'Open Your Eyes' apart from other efforts. Fundraising requires a planned, coordinated marketing effort and judging from the spate of interviews, tweets and press coverage Salman has secured, he does have a marketing plan.

This initiative again serves to underscore the manner in which the power of celebrity and music can be harnessed in a responsibile, productive manner. We are all privy to the amazing contribution made by Live Aid to raise both awareness and funds for the Ethiopian famine and most readers will be aware of the Red campaign aimed at raising funds to fight AIDS in Africa, by partnering with leading brands like Armani, Apple, Amex and Starbucks, who contribute a percentage of sale proceeds of their regular range as well as designing special edition products. In Pakistan, Imran Khan's fundraising efforts, including for flood victims through the Imran Khan Flood Relief Program, provide a prime example of how celebthropy can work for good. But as a student of CSR, I am saddened by the (pardon the poor pun) watery contributions of the corporate sector at identifying ways in which celebthropy can be tapped. While I will dwell on the broader subject of the role of the business community in disaster management and relief activities in a forthcoming post, in the context of the possible synergies of celebrity, music and media, the response in Pakistan has been woeful. Where are the special editions of a Coke Studio? Or Fire Records special CD compilation featuring top Pakistani artists with all proceeds going for flood relief? And if you hear of any of our Pakola boys or Pantene girls negotiating with their corporate sponsors for special concerts and limited edition products endorsed by them for raising funds for flood affectees, with the same gusto as they do for themselves, please do let me know.

This is not the place for me to analyse the merits of 'Open Your Eyes' as a piece of music. But it is very much the place for me to acknowledge Salman's effort as representing CSR, music style; and more power to him for it. Our corporate sector appears to have fallen short of expectations with respect to contributing to flood relief. But you, as an individual can open your eyes to the fact that the new rhythm of giving is just a click away.