JetBlue and VH1 encourage New Yorkers to take off the headphones and listen to street music

New Yorkers tend to travel at one speed: rapid-fire. They commute with their heads down, their headphones plugged in and laser focus on getting to their destinations.

JetBlue wants to help the people of the Big Apple to take a little time to celebrate and appreciate the people that help make the city special – buskers.

“Let Music Move You” gives a voice to those who ply the subways and street corners of the city beyond their busking realms, letting us in on what it takes to make music and art to sometimes un-hearing and often unsympathetic ears.

As New York’s 'Hometown Airline', JetBlue wanted to acknowledge the city’s talented musicians that hide in plain sight and thank them for being the soundtrack to the city. The airline, in partnership with the VH1 Save The Music program and students of PS 048X in the Bronx, surprised three NYC buskers with one year of travel, since the cost of travel is one of the greatest expenses for up-and-coming musicians. The film, produced by lead agency Rokkan, showcases what makes each of these buskers unique and features the revealing moments when they’ve realized what JetBlue has given them.

The short film chronicles three buskers – guitarist-singer Jesse Cohen, banjo player-singer Zack Orion, and guitarist-singer Najah Lewis – saying how tough it is to be a busker in NYC but how they feel it can be rewarding to get their music out to the world. We get snippets of their music, lives and struggles as we watch smiling kids listen on.

Those kids, it turns out, are from New York’s P.S. 048X, a grant recipient school of VH1 Save The Music. They hand each busker a certificate for their year of travel, which leads to heartwarming moments.

“This has changed my whole life,” said Orion.

The video will live on JetBlue’s YouTube and Vimeo channels, and will be supported socially on Facebook and Twitter.


JetBlue: “Let Music Move You”

Client: JetBlue Airways

Agency: Rokkan


VP, Marketing: Jamie Perry

Director, Brand & Advertising: Elizabeth Windram

Director, Corporate Social Responsibility: Icema Gibbs

Manager, Regional Marketing & Consumer Promotions: Tara Carson

Manager, Corporate Social Responsibility: Irma Arizmendi

Manager, Corporate Communications: Morgan Johnston

Manager, Corporate Communications: Tamara Young

Manager, Corporate Communications: Danielle Sandars

Manager, Advertising: Phillip Ma

Analyst, Consumer Promotions: Jaclyn Costantino

Analyst, Brand: Chan Tran


Press and Talent Relations Manager: Trell Thomas

Director of Corporate Sponsorships and Special Events: Jennifer Dunn

Creative: Rokkan/Hone Production

Chief Creative Officer (Rokkan): Brian Carley

Chief Delivery Officer (Rokkan): Joe Tao

Creative Director (Rokkan): Anthony DiPaula

Creative Director (Rokkan): Jeffrey Samson

Associate Copywriter (Rokkan): Katie Lee

Associate Art Director (Rokkan): Alexander Junquera

Account Supervisor (Rokkan): Jenna Clapp

Producer (Rokkan): Michael Wallace

Executive Producer (Hone Production): Greg Tharp

Senior Producer (Hone Production): Tina Lam

Production: Electric Arts Films

Producer: Dave Stekert

Director: Jonathan Yi

Editorial: Fluid

Editor: Peter Sabatino,

Senior Producer: Valerie Iorio

Talent: Superfly Productions

Director, Programming: Josh Roth

Director, Client Services: Jen Ondrejicka

Manager, Client Services: Alyssa Hrabik

Programming Coordinator: Emily Roehl

Intern: Amanda Charlow

Intern: Adrienne Taylor


VP, Associate Media Director: Rachel Allen

Media Supervisor: Shoshana Levine



SVP, Account Director PR: Jaclyn Ruelle

Account Supervisor: Becky Brand

Account Supervisor: Brittany Topham

Sunshine Sachs

Account Manager, Chad Davis

Senior Account Executive, Claire Tonneson

Junior Account Executive, Kaila Frisone

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs

Kyle O'Brien

I am a reporter for The Drum covering a wide array of topics but always trying to tell the best stories possible. I am a former west coaster from California and Portland, Oregon, now living in Pennsylvania — with time spent in NYC each week.

I also play saxophone professionally.

All by Kyle