Igudesman & Joo are two virtuosic classically trained musicians whose mix of music, comedy, pop culture and theatre is its own art form. The challenge was to help the artists bridge classical music and pop culture in a media landscape consumed by Beyonce and the Kardashians. Our goal was to brand them as hip and relevant. In addition to classical music coverage for their concerts, we moved them into mainstream media with stories in outlets such as Vanity Fair, The New York Times, CBS This Morning, CNN and NPR. We handled press for countless national tours, booking local live TV appearances, print and radio interviews. Our work has propelled the artists to international sensations with over 45 million YouTube views and large numbers of followers on their social media platforms.