Donna Karan x Pulse

PULSE
PULSE / PRESERVATION OF CULTURE & MUSIC / PULSE CAMP: CROSBY COLLECTIVE
ANGELA
KOTE
GEORGINA
OGIRRI
PENELOPE
SILVA
WENDA LEWIS
TEH
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.
Overview
With 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. perceive
Opimperrae, Catinunum loc resideri peri sultuid ereninatium
consupi mulegitanum iam dius, nihilicastis etor quo ina, nius,
2. uncover
Satquodi cionerum de cae con num hus estum, ublin tus et
inem cre que comac inam moraes ces pricivit. Cuperfi
1. launch
Opimperrae, Catinunum loc resideri peri sultuid ereninatium
consupi mulegitanum iam dius, nihilicastis etor quo ina, nius,
2. substantiate
2. evaluate
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 Life
To look at the role of music as an inherent part of every
culture through the lens of life and human nature.
2. Music & health
To study the use of music in past and present cultures for
its therapeautic effect on the human health.
3. Music & Technology
To 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
Angela

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 r
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

Understanding THE PROBLEM
Budget Cuts In School Systems
After 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.

benefits of music for children
SOCIAL AND CHARACTER BUILDING BENEFITS

Case Studies Overview

Case study #1: NAMM Organization
Wanna Play? Program
Wanna 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 Organization
UpBeat’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 Foundation
VH1 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. Brown
President, 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 Ogirri
Interviewee: Roger H. Brown president of Berklee College of Music
Duration: 15 minutes

Learning Outcomes

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
About
Pulse 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 School
To 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 Foundation
Camp MSM
Socapa Music Summer Program
Grammy Camp
New York City Rock Camp

THE CROSBY COLLECTIVE
About
The 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
“CampCrosby”wasproposedtoownerofthestudiosMichaelBrianaspartofan
investmentendeavour.Theinvestorisofferingtopromote,marketandputmoney
intocreatingasummercampforkidsinterestedinthemusicindustry(ages14-19).
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

ABOUT pulse @ crosby MANHATTAN
How It Works:
1. EXPERTS + TEACHERS
EDTH (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. STUDENTS
The 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 CURRICULUM
The 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
maximus.
EDUCATOR HANDBOOK
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 learn-
ing. 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 work-
ing 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
Equipment
Tutorial
EQPT
Equipment
Tutorial
EQPT
Recording/
Writing
ENGR
Recording/
Writing
ENGR
LunchLunch LunchLunch Lunch
Singing
Lessons
SNGL
Pro
Tools
PRTL
Pro
Tools
PRTL
Music
Therapy &
Education
EDTH
Field Trips
&
Open Hours
Cultural
Music
Studies
CLTMS
Cultural
Music
Studies
Collaboration
Music
Therapy &
Education
EDTH
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 e

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.

Donna Karan x Pulse

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