Title	SONGS WITHOUT MUSIC
Brand	BELGIAN MUSIC FUND
Product/Service	BELGIAN MUSICIANS
Category	C01. Use of Music
Entrant	BBDO BELGIUM Brussels, BELGIUM
Idea Creation	BBDO BELGIUM Brussels, BELGIUM
Media Placement	BBDO BELGIUM Brussels, BELGIUM
PR	BBDO BELGIUM Brussels, BELGIUM
Production	BBDO BELGIUM Brussels, BELGIUM

Name	Company	Position
Sebastien De Valck	BBDO	Creative Director
Arnaud Pitz	BBDO	Creative Director
Frederik Clarysse	BBDO	Associate Creative Director
Frederik Clarysse	BBDO	Associate Creative Director
Patricia Van De Kerckhove	BBDO	Head of RTV
Mathieu Schots	BBDO Belgium	Sound Engineer
Tom Kestens	Belgian Music Fund	Founder
David Dalemans	Double Deeds	PR

View Script

Write a short summary of what happens in the radio or audio work.

We asked K's Choice, one of the country's most popular and famous bands, to re-record their most iconic hit. And asked radio stations to play it. What changed? After a short intro, just the lyric of the verse is heard. No melody. No instruments. No music. Just the words, spoken by the lead singer. The first verse is followed by a heartfelt message: "a song lyric is not music yet. Many musicians don't have the funds to rehearse, play, record or produce. Support them on belgianmusicfund.be. Don't do it for us, but for the K's choice of tomorrow." After this, the song continued as normal from the second verse on. Creating a hidden message within the hit played on national radio.

Translation. Provide a full English translation of any audio.

Breathe it in and breathe it out And pass it on, it's almost out We're so creative, so much more We're high above but on the floor It's not a habit, it's cool, I feel alive If you don't have it you're on the other side A song lyric is not music yet. Many musicians can't rehearse, play, record or produce. Support them on belgianmusicfund.be. Don't do it for us, but for the k's choice of tomorrow The deeper you stick it in your vein The deeper the thoughts, there's no more pain I'm in heaven, I'm a god I'm everywhere, I feel so hot It's not a habit, it's cool, I feel alive If you don't have it you're on the other side I'm not an addict, maybe that's a lie It's over now, I'm cold, alone I'm just a person on my own Nothing means a thing to me Oh, nothing means a thing to me It's not a habit, it's cool, I feel alive If you don't have it you're on the other side I'm not an addict, maybe that's a lie Free me, leave me Watch me as I'm going down and Free me, see me Look at me, I'm falling and I'm falling It is not a habit It is cool, I feel alive, I feel It is not a habit It is cool, I feel alive It's not a habit, it's cool, I feel alive If you don't have it you're on the other side I'm not an addict, maybe that's a lie I'm not an addict I'm not an addict I'm not an addict

Tell the jury about the use of music

Every day, millions of listeners enjoy music on the radio. Now more than ever. Since the pandemic reached Belgium, listening figures went up 25%. Listeners are however completely unaware of the (financial) effort it takes to create music. To make them aware that musicians lack the funding to create the music they love so much, we used the biggest local hits of the past decades. And asked the popular, financially independent artists who created them, to make a call to action to help their fellow musicians. We let the artists create a compelling version where, in the first verse, the music completely disappeared. What’s left was the words, and a call to action: “a song lyric is not music yet. Many musicians don't have the funds to rehearse, play, record or produce. Support them on belgianmusicfund.be. Don't do it for me, but for the K's choice of tomorrow."