U.S. Presidential candidates' offered free local air time during Thursday's 'MTV Video Music Awards' to comment on rapper 'Eminem's' lyrics

Business Wire, Sept 5, 2000

Business/Entertainment/Political Editors

IRVINE, Calif.--(BUSINESS WIRE)--Sept. 5, 2000

Vice President Gore and Governor Bush were invited today to individually address their condemnation against the lyrical messages vocalized by Eminem (pronounced like the candy: "M&M"). The controversial rapper is scheduled to be a performer and nominee at the "2000 MTV Video Music Awards" (VMA) on Thursday.

This unusual offer is an extension of last week's announcement by a local California company. It pulled scheduled commercials during the VMA's and donated its cable advertising space for proactive, public service announcements (PSA) to protest the message and lyrics of Eminem.

Asking the candidates' to contribute a TV commercial to promote tolerance and unity stemmed from one of their recent remarks. One presidential hopeful boasted that their party was spending significant money to broadcast a "tongue-in-cheek-ish" ad against the opponent. "These times are too important for silly indulgences," remarked Mitchell Goldstone, president and co-owner of the Irvine, CA-based 30 Minute Photos Etc. He reasoned that, "If they can run `tongue-in-cheek' ads then they have the time to also address this issue."

"Should the candidates decline the invitation," explained Goldstone, "then we will fill our allotment of commercials with repeats of the human rights messages." These PSA's were provided by the Washington D.C.-based Human Rights Campaign and Orange County, CA's Human Relations Commission.

"This is the ultimate grassroots forum; it proves that all politics is local. The invitation to the leading candidates was based on the thousands of supportive e-mails we have received," said Goldstone, who is a well-known photo industry expert and active community leader in Irvine, CA.

"The solution is not to censor or denounce youth-oriented pop culture," observed Goldstone, "but simply to proactively scrutinize Eminem's noxious lyrics. This is a high exposure opportunity to teach the nation's youth that -- while the melodies of Eminem's songs may be popular -- his lyrics are harmful and there are consequences."

30 Minute Photos Etc. expects its considerable donation will be the catalyst for other local and national VMA sponsors to also embrace this opportunity. "My expectation is others will yield their commercials to carry these important messages," remarked Goldstone. He expects that it will also motivate the MTV Cable Network to contribute its own message during the show to distance itself from those lyrics.

Goldstone was quick to point out he is a great friend of the arts and against censorship. He is even an admirer of hip-hop rappers. "The fact is their music is very popular, entertaining and a vital form of expressionism. My goal is simply to educate and draw attention to one person's lyrics," said Goldstone.

BACKGROUND:

As a regular cable TV advertiser, several months ago 30 Minute Photos Etc. had contracted to buy six of the 11 local cable spots during the award show. Last week the company announced plans to grant its block of spots to run very powerful and compelling PSA's.

(See related 8/30/2000 release at www.businesswire.com headlined, "No Chocolate Coating for This 'Eminem,': Local Business Redirects Sponsorship From MTV Video Music Awards to O.C. Human Relations Commission".)

One of the PSA's will feature Matthew Shepard's mother. Another shows teenagers buying CD's and discussing what is wrong with some lyrics. National media coverage on this action included: several Internet sites, "The Los Angeles Times," "KNX 1070 Newsradio," and "TVguide.com."

30 Minute Photos Etc. had planned to promote its new, all-digital services to the local MTV audience. As regular sponsors of several past award shows and MTV programming, the commercials showcase how the world of photography has changed.

"Today people e-mail their images and bring us their digital camera memory cards to order our 100% Kodak guaranteed quality prints. While the commercials were important to our back-to-school promotion, it is preempted with a vital mission to educate and proactively counter Eminem," said Goldstone.

COMPANY PROFILE:

30 Minute Photos Etc. is represented on the board of directors of Irvine's Chamber of Commerce and is a long-time member of the Intl. Photo Marketing Association. Goldstone, a graduate from the University of Southern California, and his partner, Carl Berman, are recent graduates from Irvine's Community Police Academy. The couple have been together for over 17 years and the media often reports on their philanthropic and business practices. They were featured in the I.B.M. national ad campaign that will receive GLAAD's Fairness Award on Sept 28th.

Mitchell Goldstone, 30 Minute Photos Etc., 92 Corporate Park Plaza, Irvine, CA 92606; Ph: 949-474-7654; e-mail: 30minphotos@home.com.

Note to Editors: "MTV: Music Television" and "Video Music Awards" are registered trademarks of, and MTV Network is a unit of Viacom Inc. They are not associated in any way with this release.