Scene - Blogs - This Machine PSAs get television makeover

'This Machine' PSAs get television makeover
Published: 8/15/2011 12:06 PM
Last Modified: 8/15/2011 12:38 PM

A public service campaign developed last year to fight bias, bigotry and racism is being re-launched this month with the debut of two 30-second television spots.

“This Machine,” which showcases Oklahoma musicians speaking out about social justice and human rights, was created by a group of artists, communicators and creative professionals. You may have noticed the print ads in the Tulsa World.

The campaign benefits the nonprofit Oklahoma Center for Community and Justice. Last year’s effort included advertisements in magazines and newspapers, a social media campaign, a concert and the website www.occjrocks.com.

“Our initial idea was to limit the campaign to print and online,” said Russ Florence, vice chairman of public awareness for OCCJ.

“Fortunately, our photographers – Jeremy Charles and Kelly Kerr – shot video of the photo sessions last summer. The response to the campaign was so strong, we decided to create television spots and get the message back out into the public.”

The production of the spots was donated by Walsh Branding. The musicians, photographers, designers, video producers and creative team worked free of charge. Likewise, area media are running the public service ads at no charge.

Creators said they drew inspiration from legendary Oklahoma singer-songwriter Woody Guthrie, who often performed with the words “This Machine Kills Fascists” on his guitar.

For the OCCJ campaign, musicians were asked what “This Machine” means to them. They scrawled their responses with black paint, were photographed with the guitar and were interviewed about how music fights prejudice and hate.

The responses were as varied as the artists. Hip-hop artist P.D.A. chose “This machine loves you.” Red Dirt rockers Cross Canadian Ragweed wrote “This machine unites generations.” Pop singer Jenny Labow chose “This machine empowers chicks.”

The creative concept was developed by a number of Oklahomans who work in communication, design and music, including:

- (full disclosure) Jennifer Chancellor of the Tulsa World, creative concept and artist outreach
- Jeremy Charles, photography and artist outreach
- Michael Champlin, website design
- Russ Florence of Schnake Turnbo Frank | PR, creative concept and project coordination
- Steve Higgins of Williams, creative concept and copywriting
- Kelly Kerr, photography, video and artist outreach
- Andrea Myers of Bank of Oklahoma, logistics
- Darshan Phillips of Live4This, guitar lettering
- Elvis Ripley, video production
- Steve Ripley, video talent
- Walsh Branding, campaign design and television

Participating musicians and their “This Machine” slogans include:

- Erin Austin – “This Machine Relates”
- Cross Canadian Ragweed – “This Machine Unites Generations”
- Fedel – “This Machine Teaches Youth”
- Eric Himan – “This Machine Unites Strangers”
- Jenny Labow – “This Machine Empowers Chicks”
- Ryan Lindsey, “This Machine Invites Equality”
- Little Joe McLerran – “This Machine Defies Barriers”
- P.D.A. – “This Machine Loves You”
- Johnny Polygon – “This Machine Kills Monotony”
- Red Dirt Rangers – “This Machine Promotes Tolerance”
- Jared Tyler – “This Machine Spreads Love”
- Sam & the Stylees – “This Machine Obliterates Ignorance”

Several of the musicians have performed at OCCJ events during the last year.

An updated list of participating media, plus outtakes, additional photos and videos, can be found at www.occjrocks.com.

The Oklahoma Center for Community and Justice is a nonprofit that fights bias, bigotry and racism. For more information, visit www.occjok.org.

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Barrelhouse Beat

Barrelhouse: A colloquialism describing the low saloons at the turn of the century (19th) that served whiskey straight out of the barrel. It's also a reference to the type of music played in those venues. Ex: Barrelhouse music.

Beat: The time or timing. Ex: The band played with a solid beat. Also used as a term describing a reporters specific area of expertise. Ex: The music beat.

About me: I'm Okie born and raised, and have lived all over the state: Oklahoma City, Enid, Moore, Norman, Edmond and Tulsa. I am a music geek, writer, graphic designer and amateur photographer and videographer who's followed the Tulsa and regional music scene since I moved to Green Country more than 10 years ago. I've been enmeshed in Tulsa's varied and vibrant musical night life, what some of us affectionately call a modernized throwback to the Barrelhouse scene, since that time. I fell in love with it. I fell hard.

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Past Articles By Jennifer Chancellor

2/17/2013		Tulsan Johnny Polygon a rapper who delights in hometown crowd
2/15/2013		The Who brings nostalgia, ingenuity to BOK Center
2/15/2013		Lady Gaga tour is canceled
2/15/2013		Audio Adrenaline concert moves to April 7
2/14/2013		The Who brings 'other' rock opera to Tulsa's BOK Center
2/14/2013		Okies nominated for several top ACM awards
2/14/2013		Epic moments of rock 'n' roll history in Tulsa
2/14/2013		The Who talks about 'Quadrophenia' rock opera ahead of BOK show Thursday
2/14/2013		Shawnee songstress Samantha Crain to play Tulsa CD release show Friday
2/14/2013		Rick Springfield to play River Spirit Event Center on Saturday
2/14/2013		Local music roundup: Vaudvillian sideshows? Nerd nights? Live music? Parties? Yes, yes, yes and yes.
2/14/2013		Eli Young band coming to Brady Theater for first time

Jennifer Chancellor's Blog Archive:

2/2013	1/2013	12/2012	11/2012	10/2012	9/2012
8/2012	7/2012	6/2012	5/2012	4/2012	3/2012
2/2012	1/2012	12/2011	11/2011	10/2011	9/2011
8/2011	7/2011	6/2011	5/2011	4/2011	3/2011
2/2011	1/2011	12/2010	11/2010	10/2010	9/2010
8/2010	7/2010	6/2010	5/2010	4/2010	3/2010
2/2010	1/2010	12/2009	11/2009	10/2009	9/2009
8/2009	7/2009	6/2009	5/2009	4/2009	3/2009
2/2009	1/2009	12/2008	11/2008	10/2008	9/2008
8/2008	7/2008	6/2008	5/2008	4/2008	3/2008
2/2008	1/2008	12/2007	11/2007	10/2007	9/2007

Jennifer Chancellor
BarrelhouseBeat

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