Sex in the Symphony - Is it Hot and Heavy?

Submitted by Angela Golden on Fri, 10/05/2007 - 3:27pm.

I was looking around on Portfolio.com the other day and read the following sentence.

“A hot-and-heavy marketing campaign tries to sell classical music to the masses—in Mormon country.”

Interesting, different, Mormon country? The headline did its job in catching my eye.

As you can read for yourself, the Salt Lake City Orchestra is experimenting with a new marketing campaign, directed at a younger, more sexually charged audience. No white haired grannies here!

An example of the current campaign is as follows:

Dangling from the lingerie in Salt Lake City department stores are tags bearing the slogan “Removes easily—after an evening in the balcony.”

This isn’t the first time sexually charged musicians have exposed themselves to the world of classical music. Artists such as violinist Vanessa Mae, trumpeter Alison Balsom, the Ahn Trio, and string quartet - bond (with a lowercase b!) are all examples of musicians that place significant importance on their image as well as their music.

These solo and chamber artists are successful, quickly producing cds, increasing their audience base world wide and selling out concert halls.

But can that success transfer to the orchestra? Can these spicier, pumped up marketing campaigns really work? Are people going to be attracted to the musical experience itself or is it just part of an evening’s foreplay?

Ideas anyone?

I’m not sure what to think. I like the idea of reaching out to new people, but it seems like a lot of work for one time ticket buyers.

Other food for thought. There are a lot of women musicians out there ready to play it and shake it but where are the men!?

Posted in

It is difficult to miss the emphasis record companies have placed on the image of classical musicians in recent years but I am puzzled by the selection of musicians you chose in the “sexually charged” paragraph. There is an obvious connection between Vanessa Mae, the Ahn Trio and Bond but I do not understand how trumpeter Alison Balsom fits into your equation. She is musically in an entirely different league to the others mentioned and the marketing behind her is considerably more conservative. Even the four portraits you included highlight this point. I hope after further reflection you will realise that Alison Balsom‘s name would be better placed beside the following: Hilary Hahn, Anne-Sophie Mutter, Helene Grimaud, Anu Tali, Lisa Batiashvili…

I personally think Alison Balsom's physical image attracts as many listeners as her musical abilites. At least thats what everyone seems to be talking about. Sure, she may not be marketed in the same way as the others but shes still hot.

Thanks for your comments everyone. I agree that Balsom's marketing campaign and image in general are less edgy/ more conservative - however, her glamorous, feminine image is still played up to sell records.

I'm a professional musician and feel without any bias that Allison Balsom's talent as a trumpet player is modest, at best. She isn't anything extraordinary, and musically I find her performances two dimensional. Her image most definitely helps her distinguish herself from other trumpeters who, quite frankly, play rings around her.

"I’m not sure what to think. I like the idea of reaching out to new people, but it seems like a lot of work for one time ticket buyers."

Isn't the goal? To get people to the hall for that first time? Someone is not going to subscribe or donate out of the blue without hearing the group (orch., opera, etc.) first. The goal is to get them in the hall, in the seat, and let them experience live music. The only way to convert people is to get them into the hall that "one time".

Basically what you are saying is - it doesn't matter what the reason is for a patron to attend a concert. I can't argue with that.

The point I was trying to make is that some (not all) people go to these concerts for pleasing sights- not necessarily pleasing sounds. But like you said, the goal is to get people in the seats.

For touring soloists/chamber groups especially - this kind of marketing campaign makes complete sense. But what about orchestras? Can attractive performers convert a one time attender to a subscriber or even a regular orchetra concert attendee?

Has anyone ever heard Bond perform?

Hi Guest,

In answer to the question, "Has anyone heard Bond perform?" Yes, I have. A few years ago I was manager of the Chicago Theatre and Bond was hired to perform at a fundraiser at the theater. Their instruments are very heavily amplified, they wear extremely short dresses (and are very attractive young women), and the experience is mostly about the presentation, not about the music. Did I find it entertaining? Somewhat. Did I find it musicially fulfilling? Nope. I can't really even see them serving as an entree to new listeners like some cross-over artists do. I'm sure there are a bunch of videos on YouTube if you are curious.

Jim Hirsch

A wise person said, "If you can do it, it ain't braggin'" For Alison Balsom, she is an exquisite musician with admirable depth; well schooled; and easily able to take her place in her genre and metier on any world class stage! She also is breathtakingly beautiful.

In terms of "where are the men," my conclusion is that when a man's achievement matches Alison's, the world will soon know. She is an artist whose beauty meets the dates her mind sets! Elliott Oppenheim, MD,JD,LLM, trumpet, Director, McKenzie Brass Quintet

Allison Balsom is a good trumpet player and an attractive young lady. I have worked with her several times and each time she played well with good technique. Here in Chicago, we are, of course, spoiled when it comes to trumpet players and brass in general. is Ms. Balsom the next great player?? In this fickle business I would not want to guess on that. However, she herself does not play up her image and is very down to earth and non demanding as a colleague.

She is a pleasure.

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Sex in the Symphony - Is it Hot and Heavy?

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