Bob Marley's music and message feel more essential than ever
and will be used in a major brand’s ad campaign later this summer. The Grammy Week events with Island Records included sponsorships with Mastercard and Amazon, plus the premiere of the new “Redemption Song” music video produced by YouTube and UMe. Still to come are a series of covers from a Primary Wave-backed songwriting camp, plans for an all-star tribute concert and a possible immersive experience in Las Vegas that’s now on hold due to the coronavirus.
All of that has also allowed UMe to think in more global terms. “We’re now able to reach a much younger audience around the world who spends more time on YouTube than anyone ever spent in a record store,” says Resnikoff. “We’ve been selling records for years and years, but I view artists like Bob Marley to be brands unto themselves.
Each of Bob’s children has kept some connection to the wide-ranging charitable efforts that the family is involved in, stemming first from the Bob Marley Foundation and extending into the Ghetto Youths Foundation and Ziggy Marley’s U.R.G.E. Foundation, both of which are dedicated to schooling and youth-focused projects in Jamaica, and the Rita Marley Foundation, which aims to help the poor and underserved communities there.
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