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Can Mozart sell workout shoes
In a current Nike TV industrial, The Lacrimosa accompanies the final seconds of a graduation basketball game. The ad shows a heading to player stealing an inbound pass, Driving to the basket and clinching the game as stunned onlookers weep and celebrate. in the course of, The slow motion gestures of players, enthusiast, And cheerleaders are firmly synchronized to Mozart's dark choral tread.
The the law of gravity of Mozart's music is, sure, Absurdly out of scale with the events on the watch's screen, and as a result the commercial becomes a spoof on the lifeordeath struggle of a basketball game. It's also the latest example of how advertisers are changing their tune if you are obtaining classical music. No longer is the genre merely used to evoke class or elegance as it was about ten years ago, When indian Airways appropriated the "tropical Duet" From Delibes' safari "Lakme" As its business enterprise and theme, Or when DeBeers marketed diamond rings to
the strains of ersatz Baroque music by Karl Jenkins.
perfect now, Many advertisers look to classical music for its comedic potential, in which many in the classical music business see as an opportunity.
"We're trying to smash preconceptions of classical music as being oldfashioned wedding or funeral music, reveals Ken Krasner, Senior music adviser at Boosey Hawkes, the largest publisher of classical music. "We try to represent fun young, strange, snide, popular,
mr. Krasner says that Boosey has aimed to overcome classical music's "Ivory structure" Image in recent years by contacting ad agencies and offering services that include clearance and synchronization rights. It has also hosted showcase events
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for fashionable composers such as Steve Reich and invited agency executives to hear their music. "We have to let people know our composers would not say no to commercials, affirms Mr. Krasner.
Karen Kloack, The director of film, tv show, And press at the music publisher G. Schirmer, Describes similar initiatives and says living composers garner vital financial benefits for licensing their pieces, that have fees of $50,000 with $100,000 accompanied by additional royalty payments. For music in your public domain, conversely, Advertisers often don't have to worry about paying fees or royalties to the composers, And Schirmer's profit is smaller.
ms. Kloack says commonly pieces among advertisers often have humorous connotations, like the Khachaturian's "Sabre fly, Or functions by Prokofiev and Shostakovich. Yet perhaps a simple aria can acquire comic value. In a recent Sharp Aquos TV advertisement, for example, A player, basket, And contest officials
search for an errant golf ball that home viewers can clearly see on their Sharp TV screens. "Caro Nome, The happy love aria from Verdi's "Rigoletto, Playfully underscores the battle.
jim McKay, an innovative director at Goodby, Silverstein spouse, A san fran ad agency, Compares the use of classical music in business promoting to Stanley Kubrick's film "a good Clockwork Oryournge, Where music by beethoven and Rossini added an ironic tension to the violent, Nightmarish scenario.
mister. McKay and his colleagues recently created a campaign of seven "Got get, Ads styled "try out the Glass, seeing a family's quest to steal the last glass of milk on earth, Which can be found at inside a maximumsecurity facility protected by human and robotic guards. accompanying the ads is "your current needs
Ann Lill, A mysterioussounding piece by develope composer Henryk Grecki. "We wanted a very timeless quality to this campaign and that's the best thing about classical music, tells how McKay. "It doesn't come with plenty of narrative baggage,
actually, as sounding highbrow or elitist, McKay believes normal music fares better in ads than country music or rap, which have strong narratives and tend to divide audiences. "sometimes it's beautiful, there are times it's dramatic or painful, He says of traditional music, "But it has such clear musical language without in the way of the story you're already trying to tell,
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