EMI team up with Springadoo to help Darfur

EMI Music’s Charisma record label has teamed up with Springdoo, a UK-based provider of video broadcasting solutions, to raise awareness for the humanitarian crisis in Darfur via the viral distribution of Mattafix’s latest music video across the internet and social networks.

UK artist Mattafix’s ‘Living (Darfur)’ video is being distributed virally through Springdoo’s recently launched Facebook application with users given the further option of purchasing and viewing the video on their mobile phone. All profits will be given to the LivingDarfur.com charity.

When a user installs the Springdoo application for the first time, the ‘Living (Darfur)’ video is automatically displayed as a thumbnail on the user’s profile page, encouraging the viral growth of the video through users’ watching, commenting or sharing it between friends. Springdoo’s Video Player allows people to share the video or add the SpringCaster application from within the player controls wherever the video is embedded or posted within the Facebook environment.

The video player has a function built in to allow people to watch the videos on their mobile phone handset using premium text messaging at £1.50 ($3). If the video is shared outside of the Facebook environment it retains the unique short code so all revenue generated from mobile orders can be traced back to the content originator, with all profits going to the LivingDarfur.com charity.