The YouTube Symphony Orchestra was a marketing effort that brought together musicians from around the globe, who competed for the chance to be a part of the world's first online collaborative orchestra and play in a concert at Carnegie Hall.

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.

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).