We galvanized our network of mission-driven thought leaders and then designed and executed a plan to raise awareness and funds for Let Girls Learn. We called on multi-Grammy award winner and 8-time Oscar nominated songwriter Diane Warren, who brought forward a song called “This is For My Girls”. We then worked with multiple record labels to assemble a remarkable group of women. Kelly Clarkson, Missy Elliott, Janelle Monáe, Zendaya, Chloe x Halle, Jadagrace, Lea Michele, and Kelly Rowland – each one a chart-topping musical artist in her own right - teamed up for the first time to raise their voices on behalf of the First Lady and her powerful global initiative. And through negotiations with Apple Music and all of the record labels and publishing groups, Full Picture was able to help ensure that 100% of the proceeds from the sale of the song went directly to Let Girls Learn.
The First Lady premiered this empowerment anthem at a South by Southwest panel in 2016 which was exclusively livestreamed by Aol MAKERS. She was joined on stage by Diane Warren, Missy Elliott, Sophia Bush, and Queen Latifah and MAKERS made possible a live performance of the song on the SXSW stage by Chloe x Halle, the sister duo signed personally to Beyonce’s record label. The song immediately hit #1 on Billboard’s Twitter Trending Charts.