Associative subalgebras of the Griess algebra and related topics
  It is shown how certain idempotents in the Griess algebra generate the discrete series representations for the Virasoro algebra inside the Frenkel-Lepowsky-Meurman's moonshine module vertex operator algebra. It is also shown that each Niemeier lattice determines (in many ways) certain maximal associative subalgebras of the Griess algebra. 
C. Dong, H. Li, G. Mason, S. P. Norton