Readings in Numanities by Oana Andreica & Alin Olteanu

Author:Oana Andreica & Alin Olteanu
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

11In the present research, the inspiration for this remark came from the visual representations by the American pianist Anthony de Mare and the pop-violinist Vanessa Mae. These two artists, however, are by no means the only representatives of a marketing of this very kind.

12A particularly interesting phenomenon is the marketability of certain performers. Obviously, some artists possess more personal charisma than the others, and again the dissemination mechanisms come to help them demonstrate their qualities (or help audiences notice them). For instance, Joseph Horowitz shows in his influential book Understanding Toscanini (1987) how radio led the record industry in making Toscanini a household name in the United States, much as television later did for Leonard Bernstein; the similarly telegenic Herbert von Karajan became a real cult figure in the 1960s. Nowadays, it would be impossible to list all the media appearances of Lang Lang, the quintessential superstar of the current piano world.

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