Music of Strangers

To help HBO promote the premiere of documentary, ‘The Music of Strangers: Yo-Yo Ma and the Silk Road Ensemble,’ in both media and on social through a multi-city, cross-cultural event we created The Music of Strangers: Interactive Experience. We used music as a unifying force to break down cultural divides—in order to solicit participation and engagement from the general public.

The event featured a 17’x8’ LED stage of interactive instrument displays creating a virtual symphony so visitors could ‘perform’ compositions from the documentary. All while breathtaking scenes from the documentary were reflected on an 18-foot long LED screen, to provide the ultimate visual experience.

Along with an orchestral performance by the Silk Road Ensemble, this New York activation was held in Grand Central Terminal, connecting over 750,000 people per day from all across the five boroughs. Then a 2nd market activation was replicated in San Francisco a week later, targeting one of the top ACM areas in the U.S.  

‘The Music of Strangers Interactive Experience’ generated more than 162 million media impressions. Stories about the activation, plus interviews with Silk Road Ensemble members, were secured across major general market and multicultural outlets.