MUMBAI: A new initiative - 'Get It Right from a Genuine Site' - has been launched to target piracy by encouraging consumers to think about how the choices they make can impact artists working in the creative sector.

The UK’s creative industries contribute £77 billion to the economy each year, and consumers can help boost the digital economy by getting music, Get It Right From a Genuine Sitefilms, books, games and more from genuine sites: “Every time you watch, listen, read or play, you make a choice, either to support the things you love and help them flourish and grow, or to contribute nothing. By supporting what you love, you invest in creating more of it and the development of new artists and ideas. So, get it right from a genuine site.”

To launch the initiative, several street art projects have been commissioned throughout the UK this autumn to celebrate the cultural history and current diversity of the creative industries in each area. The TV spot for the project features ‘Higher’ by Sigma feat. Labrinth – co-written by UMPG songwriters TMS and Kid Harpoon.