donna karan x pulse

2

table of contents

PULSE

PULSE / PRESERVATION OF CULTURE & MUSIC / PULSE CAMP: CROSBY COLLECTIVE

ANGELA KOTE

GEORGINAOGIRRI

PENELOPESILVA

WENDA LEWISTEH

Meet the team

4

Canadian.BBA Senior. Parsons. Strategic Design and Management.

Dominican. Nigerian.BBA Senior. Parsons.Strategic Design and Management.

Mexican.BBA Senior. Parsons.Strategic Design and Management.

Indonesian.Singaporean.BBA Senior. Parsons. Strategic Design and Management.

OverviewWith the issue presented today in regards to changing cultures, we developed different types of research concerning culture and preservation. We identified different domains that will successfully guide us to “the preservation of culture”. We saw a continuous correlation between the arts and the history of cultures. Through the arts, culture has been preserved for centuries, giving us concrete evidence of previous societies. With a passion for music, we were able to focus our research on music and its effects on our lifestyle. By analyzing various articles and case studies, we uncovered the importance of music, from early childhood through our adult life.

LOGO IDEATION


After exploring and working on different logo interpretations for PULSE, the team concluded on the logo above. It was picked because it best reflects the personality of the creative firm.

It is contemporary, versatile, and to the point.

6

FINAL LOGO DESIGN

Logo Sketches

design process Inspiration


The final step in developing our design firm was to create and design our design process, which is the model that we follow when undergoing a new project. To first begin thinking about what our actual design process would be, we research already existing design firms and picked elements that we liked.

8

After deciding that our design process would consist of five steps, we chose words that we thought best represent-ed our brand, thus each word would reflect a letter in correspondence to our design firm name, PULSE.

Design Process Ideation

Other Design Firm Design Firms

Design Process Team Brainstorm

PULSE DESIGN PROCESS

After intensive brainsorming, we concluded our ideas, thus the PULSE design process consists of five steps. It involves the following:

PULSE / PRESERVATION OF CULTURE & MUSIC / PULSE CAMP: CROSBY COLLECTIVE 8

1. perceiveOpimperrae, Catinunum loc resideri peri sultuid ereninatium consupi mulegitanum iam dius, nihilicastis etor quo ina, nius,

2. uncoverSatquodi cionerum de cae con num hus estum, ublin tus et inem cre que comac inam moraes ces pricivit. Cuperfi

1. launchOpimperrae, Catinunum loc resideri peri sultuid ereninatium consupi mulegitanum iam dius, nihilicastis etor quo ina, nius,

2. substantiateSatquodi cionerum de cae con num hus estum, ublin tus et inem cre que comac inam moraes ces pricivit. Cuperfi

2. evaluateSatquodi cionerum de cae con num hus estum, ublin tus et inem cre que comac inam moraes ces pricivit. Cuperfi

1.

2.

3.

4.

5.

Within the Perceive Segment of their cre-ative process, PULSE indentified the issue that their next project would encompass. During this step, the PULSE team under-went multiple brainstorming sessions, re-seach, mind mapping, and studied culture and the impact of music in the develop-ment of a human.

p e r c e i v e

focus: Music


1. Music & human LifeTo look at the role of music as an inherent part of every culture through the lens of life and human nature.

2. Music & healthTo study the use of music in past and present cultures for its therapeautic effect on the human health.

3. Music & TechnologyTo examine technology’s impact on the culture of music production, distribution and enjoyment.

8

research domains

The Preservation Of Music As a group we came together and looked over our own individual inspiration boards to find a possible connection amongst our personal interests. We then realized that while defining what culture is to each us, music was a common factor within all of our sketches. We then combined our passion for music and wanted to explore different research domains in regards to preserving music within the community. We researched the following domains: Music & Human Life, Music & Health, and Music & Technology, which we researched the ways in which each affect the individual.

1.

2.

3.

Individual Team Mind Maps

Georgina WendaPenelope

Ange

la

Domain #1: Music & Human Life


We recognized the impact music has on human life because all humans first hear sound through the mother’s heartbeat, thus babies can easily recognize music in the womb. Through extensive research, unfortunately there is no concrete evidence that shows it will make the baby smarter, and in actual-ity placing headphones on the mother’s belly may overstimulate the baby.

However, it has been proven that music training can significantly improve human motor and reasoning skills:

Domain #2: Music & Health


Domain #3: Music & technology


intersection of research domains


After analyzing the three domains that we researched, we found an even big-ger connection amongst the three: The Preservation Of Cultural Music for Childen.

Culture + Music + Children

u n c o v e rUptatenda iunt magnieni accus est volore nis ut fuga. Hitatur alibus ea nulpa quatiss itatur am id ut voluptasperi quam assimet ex eos magnisc iendae maximus.Natur alit libus, nes qui coratis et accum quamus reperum coreium nos deliquam volor sincto te conet quaspidisque perem volesequunt liat voluptae cus quaspe nati

Understanding THE PROBLEM


Budget Cuts In School SystemsAfter trying to recover from an economic recession in 2007, one of the main consequences on organizations and institutions is the act of budget cutting in the education sector. There has been an increase in budget cuts and teacher layoffs in the education sector, which has forced the cutting and reduction of art, drama and music programs.

On March 1, 2013, “all federally-funded education programs will be subject to a 5 percent automatic across-the-board cut as part of an overall $85 billion sequestration spending cut”. This means that all students of all ages are miss-ing out on fundamental tools that can be learned through music, which would nonetheless benefit their future.

WHY IT MATTERS

benefits of music for children


SOCIAL AND CHARACTER BUILDING BENEFITS

Case Studies Overview


Case study #1: NAMM Organization


Wanna Play? ProgramWanna Play? Program is a public awareness program dedicated to increas-ing understanding of the proven benefits of playing musical instruments for people of all ages.

May 4 - 8: National Wanna Play Music Week• Week kicks off with “Music Monday”• 5 year tradition of the Coalition for Music Education in Canada• Goal: to demonstrate the galvanizing power of making music• Includes other activities to raise awareness and inspire people of all ages and talent to get involved in playing, from taking lessons to purchasing their first instrument or music software.

• Non-players can learn about the benefits of playing music, see videos of their favorite stars talking about why they play and find a local dealer or a lessons provider near them.

• Expansive:Television + Radio Public Service Announcement

• NAMM’s National Wanna Play Music Week: A national consumer promotion designed to give non-players extra ince- ntives and a timeframe to play.

• Provides Grants + Scholarships

Pros:

• Only in California, which is very limiting.

• Main focus on just non-players,again very limiting.

Cons:

• Create a summer festival on tour, similar to Wanna Play? that’ll hit major cities.• Hold contests where bands and/or solo artists can compete and will win a prize, which will create an incentive for participation and more experiences.

Opportunities:

Images From Website

case study #2: Upbeat nyc


Upbeat NYC OrganizationUpBeat’s objective is to promote children’s cognitive, emotional and social de-velopment through year-round classes that is offered in three yearly sessions.

• Each session offers a Pre-Orchestra Program for children ages 5-7 years old and an Orchestra Program for ages 8 and up.• All classes and instruments are provided free of charge.• They host concerts and special events are held in Mott Haven and through out the New York City. • The programs are designed to provide participants with high-quality musical training spanning their early childhood and teenage years. • These childen learn the fundamental concepts of melody and rhythm, as well as reading and writing notation

Images From Website

• The program enhances children’s cogni tive, emotional and social development.

• Instruments and classes are free of charge.

• 3 terms per year creates more opportunity for children to enroll

• Designed to provide participants with high-quality musical training spanning their early childhood and teenage years

• Children learn the main concepts of melody and rhythm, as well as reading and writing notation.

Pros:

• The program enhances children’s cogni tive, emotional and social development.

• Instruments and classes are free of charge.

• 3 terms per year creates more opportunity for children to enroll

• Designed to provide participants with high-quality musical training spanning their early childhood and teenage years

• Children learn the main concepts of melody and rhythm, as well as reading and writing notation.

Cons:

• Offer classes that also involve music from other cultures• Expand their knowledge of different instruments used in other countries• Discover other music genres• Collaborate with other organizations that care about cultural preservation, music and education

Opportunities:

Case Study #3: VH1 Save The Music


VH1 Save The Music FoundationVH1 Save The Music Foundation is a non-profit organization that is dedicated to restoring music programs in America’s public schools, raising awareness about the importance of music as part of each child’s complete education. The organization has developed strategic partnerships with school districts to build sustainable instrumental music programs by providing grants of brand new musical instruments to public elementary and middle schools.

• Goal: to give every child in the country access to a musical instrument.• Application to be a partnership school is available by invitation only.• To date, the Foundation has successfully restored and sustained: - $51 million worth of new musical instruments - 1900 public schools donated to - 2.3 million lives positively impacted

Images From Website

• VH1 is widely connected in the music industry.

• The program is need-based, meaning schoola that need more funding get it first.

• Engages the whole community in saving music education

• 2.3 million lives have been positively impacted and it is still continuing.

Pros:

• Providing musical instruments to schools does not help to put music education back into the schools if they are still un able to hire music teachers.

• Celebrities have potential to do more than just being endorsements for VH1.

• Because the program is only given to schools with priority, VH1 excludes the schools that have a need for help that is not priority.

Cons:

• Go beyond providing musical instruments.• Public schools also need music teachers, which creates more jobs.• Can pair with Upbeat NYC to provide music lessons to more students.• Celebrities play a more participatory role instead of just being endorsements; they can hold music lessons and be more active within the foundation.• Instead of just providing new musical instruments, they can also look at providing lower priority schools with used instruments donated by the community.• Public’s role is only to provide monetary donations - they can expand their public involvement to include providing lessons and talent services.

Opportunities:

case study conclusions


Expert: Robert H. Brown


Roger H. BrownPresident, Berklee College of Music

When Berklee College of Music President Roger H. Brown assumed his post at the college in 2004, he brought a rich palette of professional and life experiences to the job. Skills accrued playing re-cording sessions as a drummer in New York, ad-ministering United Nations humanitarian opera-tions in Southeast Asia and Africa, and founding a company with his wife that became a corporation valued at over $1 billion and employing 19,000 people have contributed to his effective leader-ship at the world’s largest college of contempo-rary music. Music has been a recurring theme in Brown’s diverse pursuits. He played drums with bands throughout high school, at Davidson Col-lege, and during his graduate studies at Yale, and still leads a band.

What is your relationship with music?Music is everything to me. My career, my passion, and most importantly, it is the way I connect to a lot of people. When I go to a foreign country, music can be my form of communication, even when I am un-familiar with the local language. Sometimes, the worse the accent is, the better it is for me, because the locals would know that I am trying harder.

Did you grow up with music?I did. My grandmother would always sing to me when I was younger. That is the magic of music. Even for people who do not overtly see themselves as musicians, they pass on identity and culture to one another through singing to their children.

What are the benefits of learning music in school?A most pragmatic reason is that it helps open up students’ minds to learning and motivate them. Studies have shown that students do well because of motivation, and music education can help to motivate them, even if they’re not the smartest when it comes to academics. Learning an instrument can help develop discipline, which can bring the students very far into their careers. Also, playing in an ensemble teaches them to deal with people, which is very useful in a society like ours.

Why is it important to keep music in schools?Many great entrepreneurs I know were not great students. They were athletes or musicians. Taking away sports and music programs in school is taking away the magnet that keeps these students in school.

Phone Interview:Interviewers: Wenda Lewis & Georgina OgirriInterviewee: Roger H. Brown president of Berklee College of MusicDuration: 15 minutes

Learning Outcomes


Uptatenda iunt magnieni accus est volore nis ut fuga. Hitatur alibus ea nulpa quatiss itatur am id ut voluptasperi quam assimet ex eos magnisc iendae maximus.Natur alit libus, nes qui coratis et accum quamus reperum coreium nos deliquam volor sincto te conet quaspidisque perem volesequunt liat voluptae cus quaspe nati

l a u n c h

Project mission


Pulse is an organization formed by four college students collaborating on changing the way music is taught and its relevance. We create platforms that create opportunities for kids and teens to come together and grow as artisans by following their passion to make music. In this process we seek to cultivate love and empathy for other cultures.

8

collaborative opportunities


The Crosby Collective is a recording studio located in the heart of Soho. The Collective houses engineers, producers, singers, songwriters and a team of musicians who come in and out on the collaborations that are curated in the studios.

8

pulse camps


pulse system map

AboutPulse Camp is a summer camp program that introduces musical culture and teaches the prospective students more about the history of music rather than just the technical skills needed.

Culture plays a part in the sound of music and the way the music makes you feel. Different cultures have unique offerings to teach us about music and how to integrate it into a more modern world while preserving a sense of respect for what has been there before. This is what we would like to give to students of the Crosby Camp; a classroom where they can learn about “good” music rather than just current music.

• Create organizational standards that can be shared with other people who are also interested in planning their own Pulse Camps • Focus is on creating love and empathy for music from other cultures (each class will eature a different culture)• Shared via online platforms• Also offer consultation services• Tools that we offer: lesson plans, contacts, logistics planning etc

WHY A CAMP?


1. Make true friends Camp is the place where kids make their very best friends. Free from the social expectations pressuring them at school, camp encourages kids to relax and make friends easily. All the fun at camp draws everyone together— singing, laughing, talking, playing, doing almost everything together. Everyday, camp creates friendships.

2. Learn social skills Coming to camp means joining a close-knit community where everyone must agree to cooperate and respect each other. When they live in a cabin with others, kids share chores, resolve disagreements, and see firsthand the importance of sincere communication. Camp builds teamwork.

3. Have free time for unstructured play Free from the overly-structured, overly-scheduled routines of home and school, life at camp gives children much needed free time to just play. Camp is a slice of carefree living where kids can relax, laugh, and be silly all day long. At camp we play!

4. Experience success and become more confident Camp helps children build self-confidence and self-esteem by remov ing the kind of academic, athletic and social competition that shapes their lives at school. With its non-competitive activities and diverse opportunities to succeed, camp life is a real boost for young people. There’s accomplishment every day. Camp teaches kids that they can.

5. Gain resiliency The kind of encouragement and nurture kids receive at camp makes it a great environment to endure setbacks, try new (and thereby maybe a little frightening) things, and see that improvement comes when you give something another try. Camp helps conquer fears.

6. Unplug from technology When kids take a break from TV, cell phones, and the Internet, they rediscover their creative powers and engage the real world— real people, real activities, and real emotions. They realize, there’s always plenty to do. Camp is real!

7. Develop life-long skills Camps provide the right instruction, equipment and facilities for kids to enhance their sports abilities, their artistic talents, and their adventure skills. The sheer variety of activities offered at camp, makes it easy for kids to discover and develop what they like to do. Camp expands every child’s abilities.

8. Grow more independent Camp is the perfect place for kids to practice making decisions for themselves without parents and teachers guiding every move. Managing their daily choices in the safe, caring environment of camp, children welcome this as a freedom to blossom in new directions.Camp helps kids develop who they are.

Source: “Why Camp is Great for Children”, Rockbrook Camp, http://www.rockbrookcamp.com/parents/children-camp-great/.

Children benefit from camps in the following ways:

our resources


The New SchoolTo help us design the class we can speak to professors at Parsons in the Jazz department, Michael Brian (the owner of the Crosby), Musicians that we know, and booking agents at music venues in NYC. Musicians will be essen-tial because they can give us input on what they would have liked to learn in a program like this if they were given the opportunity.

It will be important to get a lot of input from students and musicians to help us come up with what is important to them and we will have to reach out to different cultural groups to gain a deeper understanding of what music means to their unique culture. These people will include individuals we know of dif-ferent ethnic backgrounds and students that we gather data from in different colleges and schools throughout NYC. This will also be made easier with all the information we have readily available in the library and on the internet on what different cultures celebrate through music.

Programs that we can compare to:Beth Israel Armstrong Music Therapy FoundationCamp MSMSocapa Music Summer Program Grammy Camp New York City Rock Camp

THE CROSBY COLLECTIVE


AboutThe Crosby Collective is a Recording Studio located in the heart of Soho found-ed by by the trio of A. Bains, Michael Brian, and Billy Gastfield. The Collective houses engineers, producers, singers, songwriters and a team of musicians who come in and out on the collaborations that are curated in the studios.

The Summer Program“Camp Crosby” was proposed to owner of the studios Michael Brian as part of an investment endeavour. The investor is offering to promote, market and put money into creating a summer camp for kids interested in the music industry (ages 14-19).

The neighborhood where this studio resides is in SoHo, a trendy, fash-ion forward classically cool/hip neighborhood. Conveniently located in the worlds trendsetting epicenter. Features lots of street parking and close to the B,D,F,M,N,R,6,A,C,E trains.

8

Two of CRC’s co-founders, Michael Brian & A. Bains One of the recording studios in Crosby Collective.

Credits/Clients (Rappers + Singers):

2 Chainz Wynter Gordon Nadine Coyle Busta Rhymes Jared Cotter Eve

PULSE @ CROSBY MANHATTAN


Uptatenda iunt magnieni accus est volore nis ut fuga. Hitatur alibus ea nulpa quatiss itatur am id ut voluptasperi quam as-simet ex eos magnisc iendae maximus.

Natur alit libus, nes qui cora-tis et accum quamus reperum coreium nos deliquam volor sincto te conet quaspidisque perem volesequunt liat volup-

PULSE CAMP BROCHURE

Summer 14’The camp is three months of the summer, five days a week, ten to five thirty with a lunch break. The kids will be learning skills that they would need to pursue a career in the industry and/or the skills to develop their own musical interests and hobbies.

Courses will include; writing, production,musical instruments, and the engi-neering process of setting up and working the boards. The prospective stu-dents will get the chance to go on field trips run by The Crosby, meet stars that come in to record at the studios, and get a chance to live the life of an aspiring musician or technician.

This camp also coincides with The Crosby Collective’s Mission Statement, which is why this collaboration is the perfect platform in educating and creat-ing a positive environment for children:

Mission Statement:The Crosby Collective Recording Studios are a full-service recording and mix-ing ateliers located in the heart of New York City’s SoHo district. We specialize in vocal recording, live recordings and mixing as well as production and song-writing. Our clients include some of the most prevalent acts in music today.

s u b s t a n t i a t e Uptatenda iunt magnieni accus est volore nis ut fuga. Hitatur alibus ea nulpa quatiss itatur am id ut voluptasperi quam assimet ex eos magnisc iendae maximus.Natur alit libus, nes qui coratis et accum quamus reperum coreium nos deliquam volor sincto te conet quaspidisque perem volesequunt liat voluptae cus quaspe nati

ABOUT pulse @ crosby MANHATTAN


How It Works:

1. EXPERTS + TEACHERSEDTH (Music Therapy and Education) and CLTMS (Cultural Music Studies) are courses taught by experts and teachers selectively chosen by the PULSE team. Experts and teachers will be individuals chosen depending on their involvement in the music world throughout different cultures. In order to maintain value and authenticity to the teaching of musical influences and uses, PULSE will be looking to pull people directly involved with what we want to the experts to teach.

2. STUDENTSThe student of body of such camps and academic endevours will be kids that are interested in learning about music and what it would be like to be placed in an industry job without the risk of failure and instead the opportunity to learn from the environment and from others who share interests with them.

3. THE CURRICULUMThe students partaking in these studies will be able to learn in the environment where prof-fesionals work and create. They will be learning among creatives who will be able to advise the students first hand on what it takes to make it and what it takes to learn what they will need to equip them for a career.

A.

b.

c.

8

Uptatenda iunt magnieni accus est volore nis ut fuga. Hitatur alibus ea nulpa quatiss itatur am id ut voluptasperi quam as-simet ex eos magnisc iendae maximus.

EDUCATOR HANDBOOKUptatenda iunt magnieni accus est volore nis ut fuga. Hitatur alibus ea nulpa quatiss itatur am id ut voluptasperi quam as-simet ex eos magnisc iendae maximus.

STUDENT HANDBOOK

a. experts + Teachers


b. students


c. the curriculum


Our curriculum is comprised of different classes that ...

1. Equipment Tutorials EQPT This course teaches students the basics of working with the computers, keyboards, and production kits so that they can efficiently start-up and record their music.

2. Pro Tools PRTL This course will teach students how to use the most fundamental program for recording and producing tracks. By the end of this course, students will be able to recognize and know how to use all the tools needed to create a track.

3. Cultural Music Studies CLTMS This course will be lead by PULSE teachers and experts who will teach students music history and sounds from cultures all around the world. Students will learn to play instruments introduced by different cultures and engage with the cultural heritage of the sounds they produce.

4. Recording/Writing ENGR This course will be dedicated to teaching students the basics of music writing and for those interested to go further with recording themselves, this course will give them the chance to start recording their own songs that they will write through out the course – or otherwise network with people who want to sing their lyrics.

8

5. Music Therapy and Education EDTH Teaching students the benefits of music on the mind and the body and how to use it to enhance learning. This course is also lead by the PULSE teachers and experts.6. Collaboration This will be a few hours of open collaborative time that students may work on whatever they want with others in the program. Bringing their work together to finish their projects or even using parts of what other students can provide to create their individual tracks; this course will enhance their skills in working with others and develop their music knowledge by seeing what others are working on.

WEEKLY SCHEDULE

MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

10:00 AM-

11:50 AM

1:10 PM-

3:20 PM

3:30 PM-

5:30 PM

12:00 PM-

1:00 PM

Equ ipment TutorialEQPT

Equ ipment TutorialEQPT

Recording/WritingENGR

Recording/WritingENGR

LunchLunch LunchLunch Lunch

SingingLessonsSNGL

Pro ToolsPRTL

Pro ToolsPRTL

Music Therapy &EducationEDTH

Field Trips&Open Hours

Cultural Music StudiesCLTMS

Cultural Music Studies

Collaboration

Music Therapy &EducationEDTH

Collaboration

day in the life of a student


STUDENT OUTCOMES


STUDENT OPPORTUNITIES

Pulse @ Crosby PROMOTIONAL MATERIAL


Slightly different poster designs to target teenagers & their par-ents. The former would be put up at schools, parks and sub-way. The latter would be put up outside grocery stores, subway and near offices.

Pulse @ Crosby MANHATTAN Promotion


Pulse @ Crosby MANHATTAN SPOTIFY AD

“Do you love music? Are you between the ages of 12 and 19? Then I’ve got a great opportunity for you! Join Pulse Camp this Summer of 2014 and explore your passion for music. Click on the banner below for more information”

AD

PULSE WEBSITE


PULSE CAMPS WEBPAGE


PULSE @ CROSBY LOCATIONS WEBPAGE PULSE @ CROSBY MANHATTAN WEBPAGE

e v a l u a t eUptatenda iunt magnieni accus est volore nis ut fuga. Hitatur alibus ea nulpa quatiss itatur am id ut voluptasperi quam assimet ex eos magnisc iendae maximus.Natur alit libus, nes qui coratis et accum quamus reperum coreium nos deliquam volor sincto te conet quaspidisque perem volesequunt liat voluptae cus quaspe nati

STUDENT profiles


Pulse camps future


Short Term Goal:Pulse is looking to fill a void in musical education and satisfy a need for kids. In the short term we want to have a few locations where we partner with individuals working in different roles of the music industry who are willing to provide us with spaces to teach the classes and help us promote to get the word out for Camp Crosby. We need sponsors, spaces, advertising, and an attractive course program that parents will love to sign up for and kids will love being a part of.

8

Long Term Goal:Once we are established as a program we would like to think long term in the expansion of Pulse continue growing the summer camp with more courses available, more instruments and expert teachers who will enrich the experi-ence and essence of the goal of Pulse. We would like to keep this going with kids as our main demographic.