Youth Music
Issue:
Research shows that children are keen to learn musical instruments in primary school, but when they move from primary to secondary, they lose all enthusiasm. So, how can we engage children and allow them to retain everything they’ve learnt when during their school transition.
Insight:
Older children associate musical education with learning the recorder and don’t connect music they are listening to and creating in their own time as being a valid part of their education.
Children value peer opinion over that of teachers, parents and adults generally.
Solution:
Our first project for Youth Music was the development of a Passport to Music. Working with teachers, children are given access to a secure social-networking site where they can talk to other children who share the same musical interests and "pimp" their pages to make it reflect their particular tastes. They can also upload their own content – privately into a video diary, or publically where their own compositions can be rated and reviewed by other young people.
More recently we produced Origin8, a competition launched in conjunction with KissFM, Apple and The British Academy where young people could upload songs inspired by famous paintings and receive votes and comments from their peers. The lucky winners get to work with a celebrity mentor.
- Social networking for a young audience
- Video uploading tool
- Moderation tools