``No Chocolate Coating for This 'Eminem,': Local Business Redirects Sponsorship From MTV Video Music Awards to O.C. Human Relations Commission''

Business Wire, August 30, 2000

Business Editors and Entertainment Writers

IRVINE, Calif.--(BUSINESS WIRE)--Aug. 30, 2000

Local cable TV advertiser cancels commercials scheduled for the Sept 7th MTV Video Music Awards to protest Eminem, one of the on-air performers.

To set an example, 30 Minute Photos Etc., is being proactive and redistributing its budgeted advertising funds to the Orange County Human Relations Commission, an organization that bridges people together and unites. An alternative is to donate the air-time to the Human Relations Commission so they can run public service announcementS in place of the commercials from 30 Minute Photos Etc.

"Our company strongly believes in the arts and advertises on many networks, including MTV. But we are also passionate about the negative effects and corrupting lyrical messages projected by the musician Eminem," said Mitchell Goldstone, president of the Irvine-based 30 Minute Photos Etc.

While Goldstone's action is local and financially modest, it could be the catalyst for other sponsorship abstentions. Goldstone said the objective is not to draw attention to the entangled rapper or help bolster Eminem's bad-boy image, but rather to demonstrate how one company can take a stand and make a difference.

"I am simply subscribing to MTV's motto of 'Choose or Lose.' We had contracted for six of the 11 available local spots during the awards show. However, voting financially is not censorship, but a meaningful expression of my disdain for Eminem's lyrics. His message must not be misunderstood as musical expressionism," said Goldstone.

While the rapper's "The Slim Shady LP" sold more than 3 million copies, he is entangled with complaints from many minority groups, including gays for (in Goldstone's opinion) are noxious, scowling lyrical references that showcase violence. "The musician's `explicit lyrics' warning label is merely covering up what must be addressed by responsible citizens. That is why we are contributing these funds to the Human Relations Commission and their important mandate," said Goldstone.

Founded in 1990, 30 Minute Photos Etc. is represented on the board of directors of Irvine's Chamber of Commerce and has garnered national media attention as a photo industry leader. More info, contact: Mitchell Goldstone, President, 30 Minute Photos Etc. 92 Corporate Park Plaza, Irvine, CA 92606, Ph: 949/474-7654; e-mail: 30minphotos@home.com; or, Rusty Kennedy, O.C. Human Relations Commission, 714/567-7470.