The initiative, called ‘Pianos for Schools’, marks the 30th anniversary of electronics maker Casio. Klass will front the campaign, which was brought together by EMI’s brand partnership team.
EMI's brand partnerships division has been bolstered recently by the hiring of former Coca-Cola and Pepsico marketer Rafael McDonnell at the end of 2008, to head brand partnerships, licensing and syncs across Europe, and by the more recent appointment of former Bauer Media chief marketing officer Andrea Vidler, as the company’s UK president last year.
As part of its latest initiative, Casio will donate 50 pianos to schools throughout the UK to enhance their music education.
Klass said: "The Pianos for Schools project with Casio and EMI Music Sound Foundation is something I feel passionate about, and it’s a great change to get the message out there that music in education is a great thing."
Janie Orr, chief executive of EMI Music Sound Foundations, said: "Music offers powerful potential to enrich pupils’ learning experiences. This has been the prime focus of the foundation since its 1997 launch, and something we feel passionately about."
Klass presents the 'Weekend Breakfast' show on Classic FM and currently appears in advertising for Marks & Spencer.
EMI has recently undergone a complete review of its structure, and while the company insists its core business is doing well, it is saddled with enormous debt. Its main shareholder Terra Firma was forced to inject more than £100m in May to fend off its main lender Citigroup from taking control of the company.
This article was first published on Brand Republic