The American Lung Association Releases Music Video Public Service Announcement Featuring Octone Records' Recording Star

New York, NY - August 30, 2004 - The American Lung Association today released its new One Breath television Public Service Announcement (PSA) featuring Octone Records' newest recording star, Michael Tolcher. The unique music video-style format could be the first of its kind in the non-profit industry.

"As we move into our second century, we will continue to look for new and innovative ways to expand our reach to a broader audience and to champion for those affected by lung disease," said John L. Kirkwood, President and CEO of the American Lung Association. "We are extremely excited to be able to offer this upbeat television spot that promotes the work we've been doing for the past 100 years and appeals to a tough crowd…young people who enjoy watching music videos," he added.

One of the key messages conveyed by the American Lung Association's One Breath PSA is that people with lung diseases such as asthma and COPD (Chronic Obstructive Pulmonary Disease) can live active, healthy lives. The theme song, a rendition of Michael Tolcher's Mission Responsible, represents the determination and action that are vital to achieving the vision of the American Lung Association: A world free of lung disease. The song ends with a chorus from Broadway Inspirational Voices singing the American Lung Association's newly adopted tagline, "Improving Life, One Breath at a Time."

"I support the American Lung Association because I admire their longstanding commitment and I wish to contribute to their efforts to improve the lives of millions of people," said Michael Tolcher. "Not to mention, as a singer, I cherish my lungs and we have that in common," he added.

The PSA was produced by Catman & Mary Productions with donated services from wildchild post/voodoo visual fx, Red Bank, NJ Performing Arts High School and the Broadway Inspirational Voices. The Lung Association has distributed the PSA nationwide and it is available to PSA and News Directors via www.thenewsmarket.com. People can view the PSA on the American Lung Association's lung health portal: www.lungusa.org.

About the American Lung Association

For 100 years, the American Lung Association has been the lead organization working to prevent lung disease and promote lung health. Lung disease death rates continue to increase while other leading causes of death have declined.

The American Lung Association funds vital research on the causes of and treatments for lung disease. With the generous support of the public, the American Lung Association is "Improving life, one breath at a time."

For more information about the American Lung Association or to support the work it does, call 1-800-LUNG-USA (1-800-586-4872) or log on to www.lungusa.org.

About Octone Records

Octone Records is an independent record label based in New York City that is distributed by BMG and has a co-venture with the RCA Music Group. The home of multi-platinum group Maroon 5, Octone's newest artist is Michael Tolcher, who is already garnering critical praise and radio airplay as he tour the country non-stop.

A gifted artist in every sense of the word, Michael Tolcher deftly blends unfailing melodic and organic pop sensibilities with a deep understanding of soul, R&B and urban grooves drawn from his Southern upbringing. His debut album, I Am, is an inspired collection of songs and melodies that muse on life, love and social consciousness. Tolcher has the potential to transcend generations of tastemakers, and I Am has so many hooks that it just might do that.

For more information on Michael Tolcher, please visit www.michaeltolcher.com or call David Boxenbaum at Octone Records - 646-613-1465.

About Catman & Mary Productions

Catman & Mary is a New York-based production company led by producer/director Gregor Clark. C&M has developed numerous projects with the American Lung Association since 2001.

For more information on Catman & Mary, visit www.catmanandmary.com.

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