Interactive Music Machine Wins Youtube's Cannes Lions Festival Contest

Created by James Crawley, this video dubbed Youtube's first "Interactive Music Machine" - promoting Education Through Music-LA - wins Youtube's Good Work Contest and will be presented at the Cannes Lions Festival this June 2011.

We congratulate Mr. Crawley, and asked him to share more about himself:

Where do you live?
JC: I live in Sydney, Australia

How did you hear about the Youtube Good Work Contest?
JC: I heard about the contest through simply seeing the contest video on Youtube...

What is your background in music and the arts?  
JC: Music is what keeps me sane. I play drums when I'm at home, and use anything within arms reach to make noise while I'm at work. This is NOT popular with my co-workers!

What inspired you to choose Education Through Music-LA?
JC: I was lucky enough to attend schools that put a large emphasis on music and the arts. I was part of any band I could find, and was fortunate enough to receive drum lessons all the way through school. I think this opportunity should be given to all kids, and ETM-LA was the only NGO I could find that does this. I find it a very 'non-preach-y' way of teaching kids, and I think it's a great way to learn.


How did you come up with the idea for the Interactive Music Machine?
JC: I've always known that the number keys can be used to skip to certain points in youtube videos, but have never seen the keys used in a truly interactive way. After reading your brief, I thought this might be the opportunity to use this technique. I'm sure many more videos will pop up that use the number keys in this way, but the video I entered to the GoodWork comp actually has a reason to use it: the video allows anyone to make their own music, which is exactly what ETM-LA does.

What is your experience with video production and/or advertising?
JC: After finishing a degree in communication in Melbourne, I moved to Sydney and now work at an advertising agency called Ogilvy. I am one half of an integrated creative team and work on brands like CocaCola, Qantas, American Express and Telstra.

What has been the response to your youtube video?
JC: Response has been brilliant. It has been mentioned in dozens of advertising blogs across the globe, and has attracted over 500,000 views.