Boy bands are irresistibly cheesy. Boy Throb, one of the internet’s fastest rising boy bands, has turned this drawcard into massive fandom and now it is using its fame for good. The band has partnered with charity:water and Fire Kite has produced the epitome of boy band cheesiness in its fundraising video.

Charity: water has brought clean water to more than 21 million people across 29 countries. The music video leads Every Penny Counts, a 10-day social media campaign across the US celebrating the penny’s retirement by turning forgotten coins into clean water. The campaign was triggered by BoyThrob recently capturing national attention when its fanbase, known as “The Throb Mob”, mobilised to help member Darshan Magdum secure his O-1B visa, allowing the full band to perform together in the US. The energy is the same. The mission is new. The campaign is working to end the global water crisis.

The campaign mechanic is simple – for every photo of a penny posted publicly on Instagram or Facebook tagging @charitywater, a campaign donor will give US$40 on behalf of the poster (up to US$50,000 total) — enough to provide one person with clean water.

Boy Throb’s original music video, I Still Remember, written by Maria Christensen and produced by Fire Kite, kicks off the campaign, making the case that the smallest coin in your pocket can change a life.

The video coincides with the penny, long dismissed as too small to matter, being in the process of retirement from US circulation, with the last circulating penny struck in November 2025. At a moment when the country is deciding the penny no longer counts, charity: water and Boy Throb is making the opposite argument.

“We’ve loved watching Boy Throb’s journey, and now seeing them turn that momentum toward ending the water crisis is something we couldn’t be more excited about,” stated Scott Harrison, founder and CEO of charity: water. “Their fans show up for them in a way that’s rare. We believe that the same energy is going to change lives.”

Darshan Magdum commented, “I grew up in Mumbai, so water was never something I took for granted. There are still 696 million people without clean water. That number is too big to ignore and too solvable to accept. I wanted to be part of something that treats it that way.”

“People underestimate what a community can do when it decides to care about something,” stated Boy Throb member, Anthony Key. “The Throb Mob shows up, full stop. charity: water is proof that the same energy works at a global scale.”

“We built this whole band on the idea that people showing up in small ways can create something massive,” added Boy Throb’s Evan Papier. “We want to take that same energy, but for the water crisis.”

“The way this project came together was frankly magical,” stated Alex Goulart, Fire Kite founder & ECD. “We had already developed this concept and were looking for the perfect boy band to come aboard. We discovered Boy Throb at just the right moment, and joined forces. Maria Christensen wrote a banger, Glenn Packard nailed the choreo, and in Director Justin Cipriani’s hands, the whole thing came to life. And to make it here in Nashville – Music City – was the icing on the cake.”

Credits
Agency: Fire Kite
Founder & ECD: Alex Goulart
Creative Director: Zach Fugate
Executive Producer: Charlie Colombo
Social Media Director: Lily Miller
Head of Operations: Lori Shoukry

Client: charity: water
Founder, CEO: Scott Harrison
VP of Marketing & Partnerships: Thaddaeus Nichols
Associate Director of Content: Morgan Koetting: 
Associate Director of Production: David Rivera
Art Director: Connor Davis
Graphic Designer: Jon Dicus
Copywriter: Rose Mustakova
Producer: Hannah McRoberts
Social Media Intern: Mehek Jamil
Production: Gear Seven
Studio: Arc Studios
Director & D0P: Justin Cipriani
Editor: Osvaldo Martinez
VFX: Alan Collins

Songwriter: Maria Christensen
Song Producer: Justin Wantz