YOUTUBE SYMPHONY ORCHESTRA by Google Creative Lab for YouTube

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YOUTUBE SYMPHONY ORCHESTRA

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Industry Search Engines
Media Design & Branding
Market United States
Agency Google Creative Lab
Released April 2009

Credits & Description

Category: Posters
Advertiser: GOOGLE CREATIVE LAB
Product/Service: YOUTUBE
Agency: GOOGLE
Date of First Appearance: Apr 1 2009 12:00AM
Entrant Company: GOOGLE, New York, USA
Entry URL: http://www.youtube.com/symphony
Media placement: Poster - Press Events, Partner Office Locations (London Symphony, San Francisco Symphony) - 1 December 2008
Describe the challenges and key objectives
Google invited professional and amateur musicians of all ages, locations and instruments to audition for the YouTube Symphony Orchestra by submitting a video performance of a new piece written for the occasion by the renowned Chinese composer Tan Dun.Finalists were selected by a judging panel comprised of the world's most renowned orchestras. The YouTube community voted for their favourite instrumentalists on YouTube from February 14-22.Winners were announced on March 2nd and invited to travel to New York in April 2009, to participate in the YouTube Symphony Orchestra summit, and performed at Carnegie Hall under the direction of Michael Tilson Thomas on April 15th. The members of the revolutionary orchestra represented 31 countries and ranged from 15-55 years old.
Describe the brief from the client
The YouTube Symphony Orchestra brought together musicians from across the globe to jointly create the first ever piece of online collaborative music.
Describe how you arrived at the final design
We needed to create something that would feel appropriate and elegant to the traditional world of classical music, but energetic and engaging enough to get a whole new audience to open their eyes to this amazing world of classical music. The idea behind the look and feel for YouTube Symphony Orchestra was really driven by the program. Many different types of people from all over the world contributing to this one single orchestra, and YouTube being the platform that brings it all together.
Give some indication of how successful the outcome was in the market
The final performance at Carnegie Hall was a sellout, and the staff could barely contain the press interest, with 102 press outlets from all over the world clamouring for news and footage (no event in the entire 118-year history of Carnegie Hall had seen more than 40 press outlets, meaning YTSO more than doubled the previous record).