#MMAD4U day was created to spread awareness to young people and let them know that they are not alone… that someone believes in them and their ability to get through a tough time. MMAD (Musicians Making a Difference) is a charity helping teenagers deemed “at risk” – kids who have spent time living on the streets, overcoming abuse and neglect, battling mental illness, struggling at school, or in some cases, all of the above.
This year’s campaign song is called “It’s Your Time” . The song was written by 10 young people from the MMAD charity and recorded by award-winning producer Scott Horscroft at The Grove Studios.
Lead songwriter and vocalist Don Leaton knows firsthand the power of MMAD and of having someone believe in him. MMAD helped him to overcome many life challenges and, with support, he completed his HSC – the first in his family to do so – made it through to the Superbattle on Team Madden on The Voice2016 and is currently studying a diploma in music. Leaton poured his personal experiences and feelings into the lyrics of the single and hopes they connect with other young people who may be struggling and alone.
World Wide Mind partnered with MMAD and Universal Music Australia to create the music video for “It’s Your Time”. Together with these 10 young people from MMAD, WWM assisted in creating the concept for the video to showcase their talent and spirit.
Ben Swaffer (producer) at WWM: “With so many of the team at WWM and post-production company Heckler being parents, to be able to help drive this project and hopefully inspire these kids and others makes this one of the most rewarding projects of the year. We are enormously grateful to all those involved.”
The video was shot in and around Central Station and Harmony Park, Sydney.
This year #MMAD4U has support from Canadian pop sensation Shawn Mendes, Irish superstar Ronan Keating, Michael Franti as well as local artists including Tigerlily, Havana Brown, 360, KLP, The McClymonts, Harrison Craig and Tkay Maidza.
MMAD is a charity that helps create a sense of family for vulnerable young people and offers a creative safe haven where they are not only supported in breaking negative cycles, they are empowered to use their own unique talents to learn to believe in themselves. These young people are encouraged to make positive life choices, taught that their decisions and behaviour have an impact on their own wellbeing and future and that they can make a difference within the wider community. The charity holds a series of programs and camps on a regular basis to help facilitate these life changes. It provides a place for growth and is the catalyst for change, it is a place of unconditional love and no judgment.
All proceeds from the sale of the “It’s Your Time” single will be donated to the MMAD charity.