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Genuine helps Boston-area music school New England Conservatory create a virtual orchestra where anyone can participate. The digital showcase houses student talent in a living library of YouTube videos.
The New England Conservatory wanted to generate buzz for the university’s brand by defying its image as a strictly conservative and traditional school of music. NEC’s target audience included current and prospective students, alumni, and NEC concert-goers who share an intimate relationship with the culture of the university.
To showcase student talent, Genuine created NEC# (“NEC Sharp”), a virtual orchestra that displayed a curated collection of YouTube clips featuring students playing their favorite musical instruments. The site was developed in open source CMS Drupal so that NEC administrators could easily manage user-generated content. Visitors are able to play the videos in the collection in any order, creating a unique experience for every visit.