Yo Yo Ma meets Lil Buck. You know Yo Yo Ma, he's the most famous cellist in the world. But you don't know Lil Buck - and that's what makes all of this work as well as it does. A fan of both on YouTube saw them independently and suggested a collaboration - certainly an element of audience participation gone viral. And this is now our media environment. Does life imitate art, or the other way around? There are now more ways than ever to explore that juxtaposition. What if more companies started to explore combining seemingly disparate elements? Could brands be reinvented, extended, reborn? Yes.
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