UpBeat NYC in the Spotlight: New PSA with NBCUniversal and Reel Works

We’re excited to share a new public service announcement (PSA) featuring UpBeat NYC, created through NBCUniversal’s Creative Impact Lab in collaboration with Reel Works, with support from The Pinkerton Foundation.

The 30-second film offers a glimpse into the music, community, and opportunities that define UpBeat NYC. Featuring our young musicians, the PSA celebrates the power of music to bring people together and the importance of making high-quality music education accessible to children and families in the South Bronx.

NBCUniversal’s Creative Impact Lab brings together emerging filmmakers and media professionals to help nonprofits share their stories with wider audiences. For this project, the talented team at Reel Works worked with UpBeat to capture the spirit of our program, with creative support and mentorship from NBCUniversal professionals.

We’re especially grateful to the students, families, and teaching artists who participated in the filming, and to the production team for bringing such care and creativity to telling UpBeat’s story.

And keep your eyes peeled! Our young musicians may be coming to a screen near you! Look out for UpBeat’s PSA across NBCUniversal’s television networks and streaming platforms, including Peacock. If you spot us, let us know!

Watch the PSA below:

Special thanks to Hilary Smith, Denise Mignano, Jermaine Fletcher, and Ellye Alperstein at NBCUniversal; John C. Williams and Stephanie Walter at Reel Works; and Erickson Blakney at The Pinkerton Foundation for their support in making this project possible.

And a big shout-out to producers Jenni Loo and Nicolas Recalde, director Sam Sulam, director of photography Sean Dahlberg, and the entire Reel Works team for bringing UpBeat’s story to life so beautifully.