At the end of the Oscars last night, the fifth grade PS 22 (Public School 22) chorus from New York City sang the finale, “Somewhere Over the Rainbow.” They were joined by many of the winners of the evening, all proudly holding their Oscars. At first glance, you may assume that the PS 22 chorus is in New York City which would bring it notoriety. You may further assume that the school is a “Glee” situation of featuring and cultivating the arts. Both are incorrect assumptions.
The PS 22 chorus has an energetic director, Mr. B, who regularly takes videos of his chorus and uploads them to YouTube. His initial purpose had been to show the chorus to the children’s parents. He was marketing to his customers. “When I started posting this stuff, there weren’t other schools doing it. Now, the department of education is encouraging it.”
These videos captured the attention of the New York Times, the New Yorker, and many musicians. The PS 22 chorus has won a Webby Award, performed at the White House, and prompted contacts from “the most extraordinary musicians on the planet who want to make music with the kids.”
Last year the chorus was brought to the attention of the producer of the Oscars. After watching the videos, the producer decided to invite the chorus to perform last night‘s finale. When Mr. B received the call from a Hollywood producer, he told the office to take a message. Upon returning the call, he learned of the extraordinary offer which gave sixty-five fifth graders the experience of a lifetime. They experienced their first airplane ride, went to Disneyland, and sang the finale at the Oscars.
That is the power of YouTube.
Why is YouTube powerful? First, YouTube is visual. Humans like visual. We like to see, which communicates to us more completely and quickly than any other method. Even more, YouTube is moving visual, adding the impact of motion and showing real life. Third, YouTube is easily spread online to others.
The PS 22 chorus is the most recent example of the power of YouTube. What’s even more amazing is how easily anyone can use YouTube. From music teachers to businesses, anyone can set up a channel on YouTube in minutes at no cost. You can broadcast yourself to the world virtually instantly. As a business person, you can broadcast your business to your customers instantly at no cost. I think YouTube is an important part of today’s marketing plans which is why I am presenting a seminar about YouTube in June.
How are you harnessing the power of YouTube for your business?
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