Virtual Event Spotlight: The Twelethon and Inner-City Arts

Social Media Week

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One of the most exciting components of the September 20, 2010 Social Media Week Global Press Conference at The Paley Center for Media in Beverly Hills, will be the launch of a unique and powerful fundraising website,, organized by Social Media Week LA city partner Erick Brownstein and his team at the New Agency.

Consisting of one part talent show, one part non-profit and many parts social media, will wrap the mission of raising funds for a downtown Los Angeles Inner-City Arts organization around the dynamic concept of a creative content hub throughout Social Media Week this September 20-24. Inner-City Arts, site of the SMW Opening Party on Monday evening, has been an oasis of creativity and learning in the heart of LA’s Skid Row since 1989, and Social Media Week LA is very enthusiastic about working with them on this project.

Beginning September 13th, people from all corners of the social media landscape – celebrities, activists, bloggers, artists and more – will be invited to record and submit their personal interpretations of the Twelethon’s tagline, ‘Express Yourself: Creativity Matters.’  Submitted videos can be up to three minutes in length and will display the variety of ways people express themselves creatively; from a tap dance to a short film to a few jokes…even finger painting with their kids. Amateurs and professionals alike will commingle on with both recorded content, livestreamed performances and an ongoing live feed from the event’s Creativity Room in Hollywood.

“Creativity inspires creativity and we’re hoping for a snowball effect of creative expression, ultimately inspiring people to support Inner-City Arts with a financial donation,” explains Erick Brownstein, founder of The New Agency and lead organizer of Social Media Week Los Angeles. “The beauty of the Twelethon and social media in general is that it can provide an open platform inviting participation from the young and the old, the famous and the aspiring, the talented and the…inspired.”

Adds Inner-City Arts President and CEO Cynthia Harnisch: “We are thrilled to be working with Social Media Week Los Angeles on Our organization was founded on a belief in the power of creativity and innovation and the Twelethon beautifully captures that spirit.”

‘The Twelethon site is produced and powered by the generous efforts of LA city partner Simian/Volta Media. You can check Simian out at

Please take the time to find out more about this project at and we encourage you to contribute in whatever way you are able. For more information, please contact SMW LA coordinator Dawn Sinko at

Ben Scheim is vice president of partnerships and communications for Crowdcentric and a director of Social Media Week. Please reach out to him if you are interested in discussing brand partnerships or sponsorships for Social Media Week. He can be reached at

Ben Scheim

Global Director, Social Media Week


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