The Drum has joined forces with The Guitar Social to not only break the official Guinness World Record for the longest guitar lesson ever but also to give more visually impaired people the chance to experience the joy of making music.
Kicking off on 18 July at 6pm and running until the following day, the event will see The Drum collaborate with tutors from The Guitar Social to bring around 200 guitarists up to speed.
The lesson will last for over 24 hours and will see people split into classes of 10 - ranging from absolute beginners to the more advanced. Afterwards, the event will end with a mass jam in a new public square in London City Island where around 200 people will play the same song en masse.
The initiative has already gained the support of Spotify and Ballymore, and The Drum is now looking for marketers from across the industry to pledge their backing to this worthwhile cause.
Currently, there is no official Guinness World Record for the longest in-person guitar lesson. So, we're inviting marketers from across the industry to make history.
You can join in as an individual or as a business for free, or if you'd like to support the work The Guitar Social is doing you can make a donation by investing in one of the packages the organisation has put together for the event.
All money raised by the project will allow The Guitar Social to extend a course specifically designed to help the visually impaired learn to play the guitar. The scheme has already been successfully piloted at the RNIB in London, where the power of music to counter social isolation and promote inclusion has been underlined.
The Drum's co-founder and editor-in-chief, Gordon Young, said of the world record attempt: “We love this initiative as it is a great example of how music is a magical form of communication and why it is such driver of our culture, which is partly what inspired us to call The Drum, The Drum. There is no better metaphor for what the marketing industry is all about.”
The Guitar Social has provided a living example of how music really does underpin social cohesion, detailing how the RNIB group it hosts has helped some members feel less isolated.
One of the project's successesis Mary, who at the age of 96 played her first live gig with help from The Guitar Social. The London-based organisation now wants to roll the project out to others to ensure many more visually impaired people can benefit from its services.
A major part of this will include the creation of online audio courses and resource which will be distributed to as many as possible via a platform such as Spotify.
Depending on the success of this project, further money can be invested in getting guitar teachers into other centres, such as the RNIB, as well as developing a guitar specifically designed for the visually impaired.
You can find more information about how you, and your organisation can get involved here.