SOURCE: California Milk Processor Board - GOT MILK?

California Milk Processor Board - GOT MILK?

December 18, 2009 12:01 ET

Rock Stars Help White Gold Crown Winners of GOT MILK? $50K Giveaway

Owl City, Ozomatli, Electric 6 and Eagles of Death Metal Join Forces to Save California Arts Program

SAN CLEMENTE, CA--(Marketwire - December 18, 2009) - This holiday season, bands from all around the country will come together for a cause -- a cause so worthwhile, it could very well help save arts, music and drama high school programs in California. White Gold™ -- the ragged musician turned rock god thanks to the transformational powers of milk -- has recruited his fellow artists Owl City, Ozomatli and Electric 6, as well as Jesse "Boots Electric" Hughes from Eagles of Death Metal to help judge entries to his $50,000 White Gold Milkdonkulous Giveaway. It's a contest where teens could win money for their California public high schools by recreating one of the scenes from White Gold's 22-minute online rock opera, Battle for Milkquarious (www.milkquarious.com). The California Milk Processor Board (CMPB), the creator of GOT MILK?, has sponsored this teen-focused campaign to let young people learn about the health benefits of milk for strong bones, muscles, hair, teeth and nails.

"What a testament to this high school program to have these uber-cool bands play a part in judging White Gold's rock opera giveaway," says CMPB Executive Director Steve James. "By becoming involved in the campaign, the musicians show their fans that they care about the future of their craft: the arts and the young people who practice every day to make a name for themselves."

White Gold himself has hand selected the bands to participate in the campaign because of their eclectic music and backgrounds:

Owl City - The electro-pop project of Minnesota-based Adam Young has gained mainstream popularity this year with its latest album Ocean Eyes (which was recently certified Gold by the RIAA) that spawned its No. 1 U.S. Billboard Hot 100 single "Fireflies." "Fireflies" has also become one of the most downloaded songs on iTunes (going double Platinum recently).

Ozomatli - Over the last 14 years, the eight-piece, multi-racial Los Angeles-based band has created music that infuses sounds of urban, Latin, rock, hip-hop, funk and ragga. Known for its activist viewpoints, the Grammy-award winning band has traveled and performed all over the world and has even been named U.S. State Department Cultural Ambassadors.

Electric Six - The six-piece Detroit-based rock band produces music with elements of garage, disco, punk, new wave and metal. Frontman and singer-songrwriter Tyler Spencer a.k.a. Dick Valentine helped catapult the band to the top with its single,"Danger! High Voltage." While Electric Six has collaborated with other artists and bands, it has also worked with White Gold in creating the vision for his milk-loving music.

Jesse "Boots Electric" Hughes from Eagles of Death Metal - Jesse Hughes and Josh Homme formed Eagles of Death Metal in 1998. In 2004, the duo launched their wholesome good graciousness with "Peace, Love, and Death Metal" followed, in 2006, with the diabolical "Death By Sexy" and in October 2008 unleashed their latest -- "Heart On."

For participating as judges in the White Gold Milkdonkulous Giveaway, the CMPB will honor the four bands by awarding four California high schools of their choice $5,000 each for a total of $20,000 to help fund the schools' arts programs.

"Because they have shown their commitment to California's teens through their participation, the CMPB wants to thank the musicians in a way that will support programs for high school students," says James.

The 22-minute online rock opera Battle for Milkquarious describes White Gold's quest to save his girlfriend Strawberry Summers and his hometown of Milkquarious from a potentially deadly milk shortage. Students, ages 14 to 18, who attend California public high schools have until Dec. 20, 2009 to recreate one of the scenes from the rock opera and submit their video entries online to www.milkquarious.com. Owl City, Ozomatli, Electric 6 and Jesse "Boots Electric" Hughes, from Eagles of Death Metal, will select nine semifinal entries, with the tenth semifinal entry being named "people's choice" by popular vote online. The grand prizewinner will also be chosen online by popular vote on or about Jan. 25, 2010. The winner will receive $20,000 for their school's arts program. Ten thousand dollars will go to the second place school and eight runners-up will each receive $2,500 in funding.

Arts, music and drama programs are routinely the first programs to be drastically reduced or eliminated in times of economic crisis. Yet according to Critical Evidence: How the Arts Benefit Student Achievement, students who take arts classes have higher math and verbal SAT scores than students who take no arts classes.

For more information on the rock opera, visit www.milkquarious.com.

About the CMPB

The California Milk Processor Board was established in 1993 to make milk more competitive and increase milk consumption in California. Awareness of GOT MILK? is over 90% nationally and it is considered one of the most important and successful campaigns in history. GOT MILK? is a federally registered trademark that has been licensed by the national dairy boards since 1995. The CMPB's Spanish-language campaign began in 1994 using the tagline "Familia, Amor y Leche" (Family, Love and Milk). The TOMA LECHE (Drink Milk) campaign replaced it in 2006, following a growing trend in Hispanic food advertising that uses wit and humor to reach audiences. GOT MILK? gifts and recipes can be viewed at www.gotmilk.com and www.tomaleche.com. The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.