The Fine Bros‘ first online fundraising drive has nothing to do with a new web series or a trans-platform development. Instead, the popular YouTuber brothers are using the characters from their MyMusic series to raise money for Little Kids Rock, a charity that brings music education programs to disadvantaged schools.
The characters from the YouTuber brothers’ popular transmedia sitcom appear in a video pitching the charity to fans and asking for $10,000 in donations. In return, there is a ton of MyMusic swag up for grabs, because as NPR stations around the country have proven, it wouldn’t be a donation drive without a lot of swag changing hands.
Raising money for charity is a somewhat unconventional use of Indiegogo, but that does not make it unwelcome. The Fine Bros have picked a cause befitting the music-loving, young-skewing MyMusic audience. In fact, the drive will be included in the show as a subplot that will change depending on the success or the failure of the campaign.
The campaign is a short one lasting just one week, but The Fine Bros appear to be on target toward reaching their modest goal. Benny and Rafi aren’t trying to draw hundreds of thousands of dollars from their fans; they’re simply trying to use their considerable influence to join the increasing number of YouTubers who are out to better the world. Of course, if their Indiegogo campaign DID end up raising hundreds of thousands of dollars for charity, that would be pretty unexpected and cool. There’s still time, people.