Airplay
One year after the all-star recording of "What More Can I Give", it was played for the first time on radio. WKTU-FM, a radio station based in New York, debuted the song without permission and played it in heavy rotation. WKTU-FM's Program Director Frankie Blue stated at the time, "This song is a gift to the world. Michael and everyone donated their time for it, and it deserves to be heard. The song is called "What More Can I Give", and I can give the world a song they can cling onto and hopefully make them think about what they can give." It is unknown how the station acquired a copy of the song; both Jackson and Schaffel were uninvolved with it. Prior to the airing, at least 200 promo copies of the song were sent to the musicians who participated in the recording process, as well as to their representatives. Schaffel stated that he would hate to see the song not being used to raise money for charity, the intended purpose. WKTU-FM received numerous telephone calls and emails from listeners following their unauthorized playing of the song, thanking the station and asking where they could buy a copy of "What More Can I Give".
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