L.A.'s “The Sound” launches music education program


With an innovative response to the unprecedented budget crisis in Southern California schools, Bonneville’s 100.3 The Sound announced its launch of Project M.U.S.I.C., a dynamic and far-reaching support program for underfunded music education in the greater Los Angeles metro and Orange County areas. 

To promote awareness and raise urgently needed funding to keep music education alive in area schools, The Sound is partnering in Project M.U.S.I.C. with The GRAMMY Museum at L.A. LIVE Education Program and the Arts Advantage Program of the Orange County Department of Education.  Both are influential organizations fully dedicated to ensuring that Southern California’s youth do not lose the power of music to enrich and change their lives.

“Due to its status as a global center for entertainment,” said Peter Burton, KSWD VP and market manager, “Southern California offers children an unparalleled exposure to the arts, in which music plays an important and proven role. However, having three of my own children in the school system, I know that as hard-hit school districts lose critical arts funding, our education system is losing its ability to educate and nurture the creative potential of its students. More than that, studies show conclusively that music education is critical to the overall development of young minds, as they build valuable math, science, verbal, and analytical skills.  Clearly, musical education is not a luxury.”

Project M.U.S.I.C. uses corporate and individual donations to support continuing programs across the Southland.  In LA, The GRAMMY Museum Education Department offers a diverse range of learning opportunities, including daily school tours, workshops, and performances as well as a full range of family-oriented programs. The Museum also offers after-school classes focused on building a career in the music industry. The classes are taught, on a volunteer basis, by music industry professionals who help students develop the skills that will serve them well in a career in music.  Qualified students are able to take these classes free of charge and actually receive high school credit upon completion.

RBR-TVBR observation: This is a great idea…and one that can affect the bottom line for the station in a positive way. Bringing this type of synergistic goodwill that ties in families and schools — and brings some of the credit back to the station is a win-win for all. Yes, Project M.U.S.I.C. and both of these local music education organizations welcome sponsors. Whether or not their direct support goes to the station in some way in exchange for the promotion, the station can still partner with advertisers like local music retailers for support when these announcements run. On top of that, there is most likely a great tax break for the station in doing this.