A limited edition 7” vinyl single will be on sale in all Oxfam stores from 17 August. The single is the first new release available in Oxfam shops since Band Aid in 1984 and it comes with a download code giving fans a free MP3 of the track.
The Arctic Monkeys and their record label, Domino, are also encouraging music fans to donate unwanted CDs and vinyl to Oxfam when they pick up a copy of the new single. Proceeds will go towards the charity’s global aid work.
The initiative will be supported with dedicated microsites and marketing on social networking sites Facebook and Twitter as well as point of sale units and window decals to promote the campaign in stores.
It is believed to be the first time the charity sector has worked with the music industry as a distribution network, and may be a test-bed for similar tie-ups in the future although there are no concrete plans as yet.
“We are delighted to be partnering with Domino on something that will be great for music fans, and help us raise money to fight poverty at the same time. This is a fantastic reason to pay your local shop a visit,” says Oxfam director of trading David McCullough.
Oxfam has more than 700 high street stores, including six specialist music stores. It sells 1.8 million CDs and records each year making around £6 million from second-hand music.
In May, Oxfam teamed up with Hay literary festival to encourage book donations.