FLO TV, will.i.am, The Who, Slash, UMG and Songways Dedicate Proceeds From will.i.am's Super Bowl Ad Remix Full-Length Download of 'My Generation' to Oxfam America's Haiti Relief Efforts

Feb 05, 2010, 16:59 ET from Agency 3.0

LOS ANGELES, Feb. 5 /PRNewswire/ -- What happens when international superstar will.i.am remixes "My Generation," the timeless masterpiece from The Who? The result is a new spin for the digital age that bridges the gap between generations and urges people to take action on pressing humanitarian concerns – like helping the residents of Haiti.

FLO TV Incorporated, international recording artist and producer will.i.am and iconic rock band The Who today announced that 100 percent of the proceeds of will.i.am's full-length remix of "My Generation" will be donated to Oxfam's Haiti Earthquake Response Fund.

The song makes its debut appearance February 7 during the 2nd quarter of Super Bowl XLIV in an ad for FLO TV, the Qualcomm subsidiary that pioneered the live mobile TV category. The FLO TV spot, dubbed "Moments," is a compilation of historical events and shared experiences that have united generations of television viewers. The memorable spot will air just prior to The Who's half-time performance.

  • Listeners can hear a portion of the song today at www.flo.tv or www.music.yahoo.com.
  • Beginning at 5:30 p.m. EST on Sunday, February 7, people can listen to the full-length song at www.flo.tv.
  • The track will also be available for purchase for $1.29 on Amazon.com, Dipdive.com and TheWho.com, with all proceeds benefiting Oxfam's Haiti Earthquake Response Fund.

"Moments" is based on an idea conceived and developed by will.i.am, Agency 3.0, MemBrain and FLO TV to create a remix/mashup of these iconic, cross-generational artists performing The Who's classic song "My Generation" to introduce viewers to the concept of live mobile television and the FLO TV™ brand. The full-length single features guitar legend Slash and will.i.am's fresh twist on the lyrics, which reference the recent Haiti earthquake and inspire a new generation of music lovers to help shape the course of history.

"We were in the middle of a remix for a Super Bowl ad of one of the great songs of our time – 'My Generation' – when this tragic earthquake hit Haiti," said will.i.am. "I was moved to do something, and I immediately reached out to Pete Townshend and FLO TV. We decided to come together to create a full-length version of the track. This version will contain additional lyrics not included in the commercial, and all proceeds from the song will go directly to benefit the people of Haiti."

Pete Townshend adds, "I am relieved to be able to do something visible to reach out to our friends in Haiti – and I am honoured to have such a hot and credible artist like will.i.am working with 'My Generation,' a song I wrote back when times were changing, but maybe didn't change enough. Will wants to bring hope to the music rather than just the angst and frustration it once carried, and he has enough life and vigour in him to pull this off. Let's hope that it generates some cash down the year to help rebuild Haiti. Most of all let's hope it lets the people of Haiti know that we love them and remember them and pray for them in our crazy way using music. Let's hope the times do change soon."

"When will.i.am suggested remixing the track to support the Haiti relief effort, we did not hesitate to support the endeavor," said Bill Stone, president of FLO TV Incorporated. "The incredible talent of will.i.am, The Who and Slash appeal to wide audiences; our ad has created the foundation to build a fresh new single and an opportunity for fans to make a difference."

"I think it's incredible that will.i.am, The Who and Slash got behind the relief effort with this track," said Peter Adderton, CEO of Agency 3.0. "Everyone involved in the project understands the significance of art benefiting humanity – UMG and Songways have agreed to forego their share for the cause, and FLO TV is graciously letting us use part of their Super Bowl spot to support Oxfam."

"It is truly inspiring to see how will.i.am took our initial idea of having him remix 'My Generation' for the FLO TV Super Bowl spot and turn it into a vehicle for raising funds for Haitian relief," said Fred Goldring, co-founder of MemBrain. "This all came together literally overnight and it would never have happened but for the generous and immediate cooperation and contributions of The Who, Slash, FLO TV, UMG, Songways, Agency 3.0 and, of course, the humanitarian heart of will.i.am."

"Oxfam is grateful for the support of the artistic community during such trying times," said Raymond C. Offenheiser, president, Oxfam America. The creative and generous initiative of will.i.am, Slash and The Who to support our response effort in Haiti is such an inspired way to reach more people who want to be part of the movement to change the world."

"When we were asked by will.i.am to support the effort to turn a spot for FLO TV into a response effort, we jumped on board," said Tom Rowland, senior vice president of film and TV music for UMG. "This joint effort demonstrates just how powerful music is in helping people around the world."

Oxfam America

Oxfam America is an international relief and development organization that creates lasting solutions to poverty, hunger, and injustice.  In Haiti, Oxfam's efforts include providing water, latrines, plastic sheeting, cash, and relief materials to those who have gathered in temporary camps both within the city and in hard-hit outlying areas.

Agency 3.0

Agency 3.0 is a new breed of agency that merges technology and content to create digital media businesses across multiple platforms for consumer brand, technology, telecom and entertainment companies.  One part digital technology leader, one part next generation marketing agency, one part strategic content developer, Agency 3.0 goes beyond the scope of traditional agencies by serving clients in this new world of mobility and digital entertainment. Core offerings include digital strategy implementation, new product and brand development, content creation and user interface and content platforms.


The FLO TV service combines the best content, an intuitive user interface and a superior multicast network to deliver a true quality TV viewing experience for consumers. FLO TV offers full–length simulcast and time–shifted programming from the world's best entertainment brands, including ABC, ABC Entertainment, ABC Family, ABC News, ABC Sports, Adult Swim Mobile, CBS, CBS College Sports, CBS News, CNBC, COMEDY CENTRAL, Disney Channel, Disney Channel Original Movies, ESPN, ESPNEWS, ESPN 2, FOX, FOX News Channel, FOX Sports, FUEL TV, msnbc, MTV, NBC 2Go, NBC News, NBC Sports, nickelodeon, Playhouse Disney and SOAPNet. Based in San Diego, Calif., FLO TV Incorporated is a wholly owned subsidiary of Qualcomm Incorporated. Further information is available at www.flotv.com.

"Live mobile television" means the FLO TV service transmits channels in real time; no downloading, sideloading or buffering.


MemBrain is a unique branding and marketing firm based in Beverly Hills, CA devising next generation strategies for clients ranging from venture backed start-ups to Fortune 500 companies and marketers. MemBrain believes that its clients' needs are best served by not only fulfilling their wishes but by devising unconventional alternatives to traditional marketing and branding schemes across all media platforms.

Qualcomm is a registered trademark of Qualcomm Incorporated. FLO and FLO TV are trademarks of Qualcomm Incorporated. All other trademarks are the property of their respective owners.

PR Contacts:

Hillary Siskind

Interscope for will.i.am

Phone: 212-841-8055

Email: Hillary.Siskind@umusic.com

Aurli Bokovza

Illume Public Relations

Phone: 917-319-8441

Email: aurli@illumepr.com

Lyndsay Cruz

Special Advisor, Public Figures

Oxfam America

Phone: 1-562-331-0698

Email: LCruz@OxfamAmerica.org

SOURCE Agency 3.0