BWW Exclusive: Serino Coyne Partners with Sing for Hope!

Theatrical advertising agency Serino Coyne has partnered with Sing for Hope as a part of an agency-wide service initiative to give back to New York City. Sing for Hope uplifts individuals and communities by mobilizing artists in service, bringing the power of the arts to those who need it most. "The arts belong to everyone. Sing for Hope creates opportunities for people to access the arts. As live entertainment marketing professionals, it is our job to support shows and artists. The next generation of Broadway composers could be inspired by a piano that is placed in their school or learning environment," said Angelo Desimini, Chief Executive Officer of Serino Coyne.

This is Serino Coyne's first time designing a piano with Sing for Hope. The agency has previously facilitated partnerships with Sing for Hope for its Broadway clients. "Serino Coyne works with the biggest and brightest talents on Broadway and we are so excited to be partnering and bringing that star-power to the under-resourced communities we serve in New York City," said Lester Vrtiak, Director of Artist Engagement.

The piano design represents the neon lights of Broadway. "As members of the Broadway community since 1977, we wanted to find a theme that represented all of the shows we have been able to be a part of and point to the bright future of Broadway," said Serino Coyne Art Director, Peter Gunther.

The piano is currently located at Serino Coyne's offices and will be moved to its permanent home at a New York City public school this fall.

Serino Coyne LLC is a dynamic, full-service advertising/marketing agency specializing in Broadway theatre, large performing art institutions and other entertainment accounts. Founded in 1977, Serino Coyne has been a part of 12 of the 15 longest running shows in Broadway history and continues to create industry first opportunities for their clients.

ABOUT SING FOR HOPE: Since 2006, Sing for Hope's arts outreach programs have brought hope and inspiration to thousands of individuals in under-resourced schools, public hospitals, hospices, veterans' centers, after-school programs, neighborhood centers, nursing homes, and disability networks. The Sing for Hope Pianos, our flagship "art for all" program, places artist-designed pianos throughout the parks and public spaces of NYC's 5 boroughs each summer for anyone and everyone to play. Through a special partnership with the NYC Department of Education, The Sing for Hope Pianos are then permanently placed in 50 city public schools, where they impact an estimated 16,000 kids annually. To date, Sing for Hope has teamed with over 250 nonprofit organizations, involved over 3,500 artists in community volunteerism, and placed over 400 Sing for Hope Pianos throughout New York City - a symbol and celebration of art for all.

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