I heard an interview with the singer on radio yesterday. He's being very canny in using music in his attempt to bring about this particular social change. In particular, regarding the 3-song series, he goes to great lengths to specify that how song 3 turns out will depend on United's response to 1 and 2.

What's more, the phenomenon has gone totally viral. NPR covered it yesterday, and as I said my local news station conducted an interview (a San Francisco station, BTW, so not local interest).