YouTube Symphony Orchestra

 

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.

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Case Studies

YouTube Symphony Orchestra

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.

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Afghanistan National Institute of Music

After the Taliban outlawed music in Afghanistan, its history and traditional performance practices were in danger of being forgotten. When the political climate improved, Dr. Ahmad Sarmast founded the Afghanistan National Institute of Music, with the aim of instructing students in both Afghan and Western musical traditions. Through an initiative funded and organized with the assistance of the U.S. Department of State and the World Bank, an orchestra comprised of these young musicians toured the United States, performing to sold-out crowds at both the Kennedy Center and Carnegie Hall. 21C Media Group provided consultation and advice on nearly every aspect of this program, which resulted in appearances for the orchestra on every major television network in the U.S., as well as front-page stories in the New York Times and Washington Post.

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World Economic Forum

21C Media Group has collaborated on several projects with the World Economic Forum, an international institution committed to improving the state of the world through public-private partnership. In 2005, the Forum asked for assistance in selecting participants and developing panel topics for its Cultural Leadership program, and for support for the Cultural Leaders during its annual meetings. Five years later, 21C also helped to create a 40th-anniversary concert at Carnegie Hall, to honor the Young Global Leaders program. This presented Joshua Bell, Julian Rachlin, and other members of the program performing under Valery Gergiev’s leadership, while pre-concert panel discussions featured remarks from WEF Executive Chairman Professor Klaus Schwab, James Wolfensohn, Deborah Borda, and other distinguished speakers.

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24 Feb

RT @nyphil: Happy Birthday, @GilbertConducts! @reneesmusings @JoshuaBellMusic @EmanuelAx @YefimBronfman https://t.co/xDgvK5sff3

21 Feb

15 Times Opera Composers Took Your Favorite Stories And Made Them Even Better https://t.co/a44SWSJRM9 via @buzzfeed

14 Feb

Love beer? Love music? Love love? Celebrate Valentine's Day with an evening of romantic music. Or watch the livestr… https://t.co/mnk7dZSZHb

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