New World Symphony
Why America’s Orchestral Academy needed Primestream Dynamic Media Management
About New World Symphony
Co-created by conductor Michael Tilson Thomas in 1988, NWS was founded as a post-graduate academy for the most promising young musicians, to prepare them for careers in classical music. It’s a prestigious program, where our alumni go on to work for professional orchestras, ensembles and institutions throughout the world. For the 30 or so fellowship positions we have open every year, there are typically 1,200 or so applicants, making our 2.5% admission rate lower by comparison than most Ivy League schools.
The Need, and the Problem
From the beginning, our Fellows have been working with leaders in the classical world, and these interactions are invaluable. We’ve taken countless pictures and recorded a lot of audio and video, but we had no way to put these assets to use because they were difficult to catalog and locate as needed. A video clip of a master class with a visiting faculty member can be a powerful teaching tool for years to come.
Another challenge I kept hearing from our marketing team was their need to put together multimedia presentations for fundraisers or to share with patrons and media outlets, showing how the New World Symphony has helped our Fellows get to their next steps in life.
We needed to be able to access content from all of these areas, including still images, PDFs, and audio and video recordings, to put together those kinds of stories. But each department was using different software and hardware, and had different cataloguing conventions; the whole process was very inefficient. In order for someone in marketing to be able to review video footage from a rehearsal, the video department would have to locate and play the clip in its entirety for the marketing team, interrupting their own workflow and tasks until they found clips marketing needed.
Identified the solution
In 2012 we decided it was time for a unified solution that handled all our formats in one location and made everything readily accessible to all our staff members. We did not know at the time, but we were talking about centralized Digital Asset Management platform.
We chose Primestream’s Workflow Server and Xchange suite platforms. With over a decade of legacy content of all kinds, we needed to digitize our physical materials to make it searchable and available for repurposing. With Primestream, we can ingest and playback live HD feeds, and the video editors utilize Primestream’s integration with Adobe Premiere Pro to search and edit content. Primestream is the access point for PR/marketing/sales to view content, using the Xchange Web client to eliminate the need to bother the production team to make content available. This has streamlined things greatly, as well as providing a very user-friendly review and approval workflow. For distribution, we can now publish content to Vimeo using Xchange’s native API integration with the social media platform.
Now, all original content will live in the digital asset management system, because we can collaborate with others, and it’s an excellent way for us to see everything we have available.
Working with Primestream, I found that they didn’t come into this looking for a customer to which they could sell a product and walk away. I liked that there was an interest in actually having a partnership and providing a solution. And they had all the DAM functionality we needed.