From 2008 to 2012, OW! represented New York City’s oldest cultural institution, The American Museum of Natural History, for their live music series, One Step Beyond. The goal of the series was to bring a new generation of adult attendees into the museum. OW! led on media relations and strategy, coordinating with the AMNH’s internal communications team. Over the span of four years, One Step Beyond presented headline artists such as Kanye West, Passion Pit, Animal Collective, The Scissor Sisters, DJ Jazzy Jeff, Best Coast, Holy Ghost, Simian Mobile Disco, The Very Best, Chromeo and many others. During our tenure, the series was featured everywhere from Rolling Stone to Pitchfork to New York Magazine’s and Time Out New York’s Best of New York issues and brought in over 40,000 new attendees to the museum.