Play your part in music history. YouTube called for professionals and amateur musicians of all ages, locations and instruments to the audition for the UGC YouTube Symphony Orchestra by submitting a video performance of a new piece written for the occasion by the renowned Chinese composer Tan Dun.
Over 3.000 worldwide musicians participated in the audition. Finalists were selected by a judging panel comprised of the world’s most renowned orchestras. Winners were announced on March 2nd 2009.
They will be invited to travel to New York in April 2009, to participate in the YouTube Symphony Orchestra summit, and play at Carnegie Hall under the direction of world famous Michael Tilson Thomas.
All the Tan Dun submissions will be compiled into a mash-up video which will be premiered at New York’s Carnegie Hall on April 15th and then hosted on the YouTube channel on April 16th 2009.
Again online video and user generated content prove to be very powerful tools to engage consumers. I hope brands will seize the opportunities of online video to build brand equity. I feel there are many similar video competitions possible for brands.
How about a video channel by Diesel with jeans videos? Diesel can give away a very nice price and use the UGC videos for “own media” or as “earned media”. Same goes for Levi’s and other jeans brands.
How about a video channel with video CV’s for a job company? With the increasing unemployment rate due to the credit crunch, I image some very skilled people are looking for a job and want to represent themselves in a new way to potential employers.
If Oprah and Barack Obama have embraced the power of YouTube channels, why should brands still neglect it?
If the Vatican says: “to reach modern young urban teenagers we can no longer rely on newspapers and TV so Pope Benedictus XVI will have a YouTube channel as well”. Wouldn’t this be the wake-up call for brand marketers?
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