Crains New York - May 6, 2013 - (Page 21)
INSIDE
HELLUVA TOWN
Source Lunch
Charlie O’Donnell knows
his startups P. 26
Out and About
Lower Manhattan Culture
Council’s birthday P. 27
Nu? Some
Yiddish video?
The Jewish Daily Forward website is
doubling down on video. The
online operation of the 116-yearold Forward newspaper, which
also publishes a Yiddish edition
every two weeks, has partnered
with Manhattan startup
Magnify.net to expand its video
channels in both Yiddish and
English. “We can now curate not
only our own material, but that of
others,” said Forward Publisher
Samuel Norich.
Who knew Yiddish videos
were so popular? There are
“hundreds of thousands” of them
online, said Steven Rosenbaum,
founder and CEO of Magnify,
which also manages platforms for
the likes of New York magazine
and Time Out. The company’s
patented “curation technology”
scours the Web for suitable
content, and then lets the sites’
editors pick and choose. The
Yiddish Forward site gets about
10,000 visitors monthly, Mr.
Norich said. They include young
people who are learning Yiddish
in college, children of Holocaust
survivors and Hasidim.
So far, the Forverts Video
Channel, on the Yiddish site, is
carrying material it produces
itself, including a comedy series
featuring Yiddish-speaking actor
Shane Baker, and pieces on Jewish
culture. “In English especially, and
in Yiddish, we’re going to start
bringing in more,” Mr. Norich said.
—matthew flamm
Going for Baroque
Musicians
strive for
authentic
sound using
priceless
instruments
Musical workout
WEN YANG is
reworking one of her
basses to make it
sound like a Baroque
period instrument.
buck ennis
The executives at Crunch
understand that New Yorkers
occasionally take time off from
their workouts to catch a play, so
they’re exercising some marketing
muscle in the theatrical arena.
For the first time, the company
is sponsoring an off-Broadway
musical, and not surprisingly, it is
about working out. Spandex tells
the story of a housewife and a
former gymnast who become
friends through their love of Jane
Fonda exercise videos. Crunch
provided fitness consulting and
audition and rehearsal space. It also
paid for half the T-shirts that will
feature both the Spandex and gym
logos and will be sold at the show.
It also bought a big block of
tickets for the show, which opens
later this month. “We liked the
humor, the retro setting and the
group workouts,” said Alexis
Kendall, marketing director for the
company, which has 12 gyms in
the city.
The gym isn’t sharing in any of
the show’s revenue or profits, but
with its name featured in the ads
and playbill, it is hoping that
those who catch the exercise bug
from the performance will head to
Crunch.
—theresa agovino
W
BY THERESA AGOVINO
en Yang became a fan of Baroque music while earning her
master’s degree at the Yale School of Music. She was especially
drawn to the idea of performing with period instruments—either
antiques or high-end reproductions—that can cost a small fortune
but allow an ensemble to sound as it would have centuries ago. ¶
“I liked the sound; it was richer; it had more color,” explained the
31-year-old from China who plays the double bass and the viola
da gamba, a cousin of the cello that was commonly used during
the Baroque era. ¶ Last year, she started New York Baroque Inc., an orchestra with about 20
musicians who play the works of such composers as Handel, Bach and Vivaldi. ¶ She’s not the only
one following her passion for music from the 1600s and 1700s. At least four such groups have
sprung up in the city in the past three years, with the largest and best-known being the Trinity
Baroque Orchestra. They join such longstanding ensembles as the American Classical Orchestra
See NEW YORK on Page 22
and Early Music New York.
$175K
VALUE of a 1690 violin to
be played at the
American Classical
Orchestra’s June 4
concert
$2.5M
VALUE of all the
instruments at the
concert
May 6, 2013 | Crain’s New York Business | 21
http://www.Magnify.net
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