RADIOHEAD has a reputation for doing things a little bit differently. The alternative rockers have cemented a dedicated following through experimentation: recent albums have seen the band depart from their grunge beginnings to explore genres including electronica and jazz, while the release of their latest album \'In Rainbows\' was the first time an album was offered for digital download where consumers elected a price. While Thom Yorke, vocalist, has described that experiment as \'a one-off response to a particular situation I don\'t think it would have the same significance nowIt was a moment in time,\' a number of bands, including Nine Inch Nails and Coldplay, have since followed suite, offering albums or tracks for free, and spurring, perhaps, a \'Radiohead Revolution\'.

But given Radiohead\'s reputation for culture-forming, it should come as no surprise that having \'been there, done that\', they\'re now onto something different. This time, it\'s an exclusive collaboration with MTV, to raise awareness and increase prevention of human trafficking.

Premiering on MTV Australia today is the spanking new video clip for the Radiohead track \'All I Need\', from the band\'s \'In Rainbows\' album. The video was created to raise awareness of the pro-social issue, through bringing together some of the most skilled people in the business to visually capture the stunning Radiohead track. Beyond the clip, at each of the concerts on Radiohead\'s upcoming tour of North America, Europe, and Asia, youth activists belonging to local anti-human trafficking organisations will be distributing key information about trafficking.

The clip to \'All I Need\' was filmed in Australia by Oscar-winning cinematographer John Seale (The English Patient, Cold Mountain), and award-winning director, Steve Rogers. It provides insight into the realities of trafficking, emphasizes that everyone plays a role in the issue, and provides a link to information about how to help end the human rights\' abuse. The video itself is shown in split screen: one side depicting a day in the life of a young child from an affluent, developed area; the other showing the day in the life of a child being forced to work in a sweatshop.

MTV supports the campaign as an exclusive partner, releasing the video globally across all platforms, and allowing the clip to be seen in up to 560 million households worldwide. It facilitated the creation of the clip as part of the MTV EXIT (End Exploitation And Trafficking) Campaign in Asia and the Pacific, and partners with the United States Agency For International development, USAID.

So to watch Radiohead\'s moving new clip and jump in on the campaign, simply click through to OverDrive.

by Jade Maitre