Summary
iHeartIMPACT teamed up with Universal Pictures’
Trolls World Tour to create a social movement,
#TrollingForGood, in honor of Little Kids Rock –
a non-profit that brings music education of all
genres (like Trolls) to underserved kids in the
US. Combining iHM’s 360 scale across broadcast,
social & digital, with influence from Trolls
talent such as Justin Timberlake to raise
awareness for the need for music education in
schools.
#TROLLINGFORGOOD: Reinventing “trolling” to
reflect the cheerful Trolls, iHeartMedia urged
fans to tweet compliments to each other using
#TrollingForGood. For every tweet, Universal
Pictures and iHeartMedia donated $1 to Little
Kids Rock, up to $25K, in order to ultimately
provide $50K on behalf of Trolls.
Research shows that less than 20% of middle and
high school students participate in music
programs, even at schools with music programs.
To address this challenge, Little Kids Rock has
pioneered an entirely new category of
instrumental and vocal music education known as
“modern band.” Modern Band focuses on musical
genres of the last 60 years using the
instruments appropriate to this stream of music.
Styles that are studied include rock, pop,
reggae, hip-hop, country, EDM, and other
contemporary styles as they emerge, performed on
guitar, bass, drums, piano, voice, and
computers.
By providing modern band training, lessons, and
musical instruments to teachers and schools,
Little Kids Rock provides them with a
comprehensive solution for bringing a
sustainable and high impact music program to
their students. As a result of connecting the
music they learn in their classrooms to the
music they listen to outside of it, students see
themselves reflected in their classes, which
strengthens their connection to their school,
their peers, and their community.