October 31, 2014
In 2008, 21C Media Group began collaborating with Google on a new worldwide initiative to promote talent around the world and raise visibility for high-quality content on YouTube. The result was the YouTube Symphony Orchestra, which revolutionized the online audition process and the use of visuals and projections in concert performances. These brought together musicians from more than 30 countries at both Carnegie Hall (2009) and the Sydney Opera House (2011), for which the audience— with 33 million views from nearly 200 countries—was the largest for a live webcast in the history of YouTube or any other online platform at that time. 21C worked as project architects and consultants at the design and conception stage, and then, in conjunction with YouTube and Google, as publicists and marketers in the execution of both events.