The Children's Cancer Association Announces the Launch of Digital Music Medicine Program, MyMusicRx

PORTLAND, Ore., April 5, 2011 /PRNewswire/ -- The Children's Cancer Association (CCA), has just announced the formation of the innovative music medicine program, MyMusicRx. MyMusicRx is both a fundraising tool and an innovative digital platform that delivers music medicine to critically ill kids and teens worldwide with the simple purchase of a song. MyMusicRx connects with people's love of music to raise funds for the Children's Cancer Association through a partnership with iTunes.

When customers access the iTunes store through MyMusicRx.org, up to 5% of any purchase price is donated to CCA – and at no additional cost. The money raised helps fund CCA's innovative programs that help improve the lives of seriously ill children and their families. Purchases can also be made through the MyMusicRx Facebook page.

MyMusicRx is the digital expansion of CCA's in-hospital MusicRx® program. For 15 years, CCA has been bringing joy to children through their innovative in-hospital MusicRx® program. By infusing the hospital environment with the healing power of music, this program delivers bedside music therapy, hallway performances and an interactive mobile music cart that travels through pediatric units of the hospitals throughout Oregon, Washington and Los Angeles. MusicRx is the only program of its kind in the nation.

MyMusicRx is a social enterprise with affiliate partner iTunes, and led by executives at Nike, Converse, Gatorade, Cornerstone, Anomaly, and CCA, in partnership with music industry executives from The FADER, Inc., Atlantic Records and Universal Motown who collectively create new opportunities for critically ill kids.

“Music is one of the greatest things that humans share with one another. It expresses every abstract thought and feeling that cannot be put into words,” said Clare Hamill, COO and VP Nike Affiliates, one of the executive volunteers who has supported the program. “MyMusicRX gives voice to hospitalized kids while allowing music lovers to soothe and support seriously ill children with the simple purchase of a song.”

The program uses scientifically proven therapeutic benefits of music to create a soothing escape, a lively diversion and an easy way to express emotions to patients. The organization uses a mobile music cart custom-designed to hold nearly 100 specialized instruments, interactive songwriting and recording technology and karaoke, alongside an iPod lending library docked and loaded with music for every age. With stereo speakers and a 30" LCD screen featuring music videos, this cart is a one-of-a-kind interactive music experience. MyMusicRx also offers opportunities for kids who are fighting cancer and other life threatening illnesses giving them a unique place to listen to music, create playlists of their favorite songs, and tell their stories in online profiles. They can even share how they are currently feeling using the site's colorful Mood Meter.

MyMusicRx was recently celebrated at a private brunch in Austin, Texas at The FADER FORT by FIAT for media and music industry executives, featuring performances by Twin Shadow and Yuna. For more information and to help raise money and spread the word, visit http://mymusicrx.org and http://www.facebook.com/ChildrensCancerAssociation.

SOURCE Childrens Cancer Association (CCA)