PAVE the Way Project is a national campaign and contest designed to empower youth to take a stand against teen dating violence – through pop music. In 2012, seven musicians/bands from across the U.S. released original songs for free download on the website www.pavethewayproject.com. The 13-20 year-olds all had the same goal: win a chance to record a new song written by Grammy award winner Salvador Santana, and his father: 10-time Grammy winner Carlos Santana. For two weeks, more than 140,000 people cast votes for their favorite musician. The winner of the contest was Dymond Harding, with her powerful song “Selfish Love”.

1. How PTWP Happened?
• Concepts created in 2011 by
a team organized by Jacqui
Thompson of MTE
• Karen Smith –Verizon
Midwest PR Manager
provided corporate support
and consultation
• Cornerstone School-based
Staff provided TDV content
oversight and concept
consultation

2. • Website design: Jan. of 2012
• Goal of the music: draw in a variety of audiences with
different genres of music.
• Music created and added to PTWP site in March of
2012

3. • Contest for voters’ favorite song was from May 29-
June14, 2012
• Over 140,000 votes cast online
• Winner was Dymond Harding from Detroit
• Winner received the opportunity to
co-create an original song about TDV with
Salvador Santana and his father Carlos

4. • Song created via online music sharing, Skype and
Facetime (June 2012 thru Jan. 2013)
• Final recording with Carlos Santana in Vegas, June 2013
and Mastered in LA
• Album and PR materials created

5. Dymond
• Premiered the song “Me, Myself and I” at the Verizon’s Summit in
February 2013
• A Day To Connect, Inspire and Heal in
New York City

6. • Full album release was on June 27, 2013
• Online concert via Ustream in Los Angeles at the
Hotel Café
• Salvador Santana and his band played a full set with
Dymond joining them on stage for live, full band
versions of her winning song “Selfish Love” and her
Santana Family collaboration of “Me, Myself and I”.

7. PTWP Stats for
“Me, Myself and I”
In June release in June
• Verizon Music Store
378 downloads of free ringtone of “Me, Myself and I” by
Dymond Harding, featuring Salvador & Carlos Santana
Performed very well for a relatively unknown
artist. Free to Verizon customers.
• 250 views of You Tube video on Verizon Wireless HQ Channel
• 222 facebook likes of the post
• Live 2 hour Ustream Concert with Salvador and Dymond was watched by
more than 2,500 viewers.
• 86% of viewers in US (top 3 states CA ,MI, MN) 14%
• 14% outside of US (Columbia, Venezuela, Bolivian Rep., Ecuador, Germany, Korea, Brazil,
Argentina, Austrailia

8. March 2012- June 2013
486 days
• 15,256 views (31 visits per day)
• 41,673 Page Views
• Average time on the site 2min37sec
• 65% were new visitors/ 35% returning
• 3656 visits from outside/social referrals
• Search engines and direct were 47% of traffic sources