The campaign, backed by hundreds of artists and dozens of labels, is a streaming boycott that geo-blocks the music of participating acts from appearing on streaming services inside Israel. Among the initial musicians to join were Massive Attack, Kneecap, Fontaines D.C., Rina Sawayama, and Japanese Breakfast. "No Music for Genocide" specifies that it is a response to "the genocide in Gaza; ethnic cleansing of the Occupied West Bank; apartheid within Israel; and political repression of Pro-Palestine efforts wherever we live."