Bravo! THE TELEGRAPH As Nicola Benedetti, the violinist, bemoans the idea that sex sells classical music, professor of marketing Gloria Moss explains why both genders cash in on their looks to make their millions By Professor Gloria Moss 1:27PM BST 01 Apr 2014 Like it or not, looks affect our responses. So Nicola Benedetti’s comments that “classical music isn’t supposed to be sexy” and that her success bears no relation to her looks flies in the face of volumes of marketing research. It also flies in the face of history, since you have only to think of the effect of composer and pianist Franz Liszt in the 19th century (a 'looker' in his day) on women to realise this. Women would tear bits of his clothing, fight over broken piano strings and locks of his shoulder-length hair. They would even take his cigar butts and place them in their cleavages. ..... When it comes to classical music, you could argue that people don't buy or listen to it based on what the composer or musician looks like: they listen to their CD or record rather than watch it online through a music video, where female pop stars generally flirt with the camera to generate attention. .... However, people's responses to classical musicians do have a visual element, whether it is through the CD cover, concert hall or visual recording, and this will inevitably influence purchasing reactions. Related Articles Sex isn't what sells classical music, Nicola Benedetti says 01 Apr 2014 'Women who do well out of their looks play the game' 01 Apr 2014 'I can wear long skirts when I am 40' 05 Feb 2014 Besides, how do the successful classical musicians get their big break in the first place? Of course, talent is a huge part of it. So is hard work. But combine that with a beautiful body, flowing locks and an attractive smile, and you're onto a winner. Take extraordinary pianist Yuja Wang, who has made it her signature to perform in short dresses. Take Anne Sophie-Mutter, plucked for stardom by Karajan at the age of 13, and her strapless Galliano dresses. .... Also think of violinist Nigel Kennedy, protégé of Yehudi Menuhin, and the way his punk hairstyle may have helped him reach a large audience. The winning recipe is a superabundance of talent plus looks. Those who know how to use their looks well have an advantage: sex will always sell. .... At the end of the day, Benedetti may well baulk at the impact of looks but there is no denying their impact in her own success. That's just the world we live in; how does that old saying go: if you've got it, flaunt it. Dr Gloria A Moss is professor of marketing and management at Buckinghamshire New University and a visiting professor at ESG, Paris. She is the author of gender, design and marketing and has a new book, 'Why men like straight lines and women like polka dots', appearing in the spring.
Vivaldi?
Bravo! THE TELEGRAPH
As Nicola Benedetti, the violinist, bemoans the idea that sex sells
classical music, professor of marketing Gloria Moss explains why both
genders cash in on their looks to make their millions
By Professor Gloria Moss
1:27PM
BST 01 Apr 2014
Like it or not, looks affect our responses. So Nicola Benedetti’s
comments that “classical music isn’t supposed to be sexy” and that her
success bears no relation to her looks flies in the face of volumes of
marketing research. It also flies in the face of history, since you have
only to think of the effect of composer and pianist Franz Liszt in the
19th century (a 'looker' in his day) on women to realise this. Women
would tear bits of his clothing, fight over broken piano strings and
locks of his shoulder-length hair. They would even take his cigar butts
and place them in their cleavages.
.....
When it comes to classical music, you could argue that people don't buy
or listen to it based on what the composer or musician looks like: they
listen to their CD or record rather than watch it online through a music
video, where female pop stars generally flirt with the camera to
generate attention.
....
However, people's responses to classical musicians do have a visual
element, whether it is through the CD cover, concert hall or visual
recording, and this will inevitably influence purchasing reactions.
Related Articles
Sex isn't what sells classical music, Nicola Benedetti says 01 Apr
2014
'Women who do well out of their looks play the game' 01 Apr 2014
'I can wear long skirts when I am 40' 05 Feb 2014
Besides, how do the successful classical musicians get their big break
in the first place? Of course, talent is a huge part of it. So is hard
work. But combine that with a beautiful body, flowing locks and an
attractive smile, and you're onto a winner.
Take extraordinary pianist Yuja Wang, who has made it her signature to
perform in short dresses.
Take Anne Sophie-Mutter, plucked for stardom by Karajan at the age of
13, and her strapless Galliano dresses.
....
Also think of violinist Nigel Kennedy, protégé of Yehudi Menuhin, and
the way his punk hairstyle may have helped him reach a large audience.
The winning recipe is a superabundance of talent plus looks.
Those who know how to use their looks well have an advantage: sex will
always sell.
....
At the end of the day, Benedetti may well baulk at the impact of looks
but there is no denying their impact in her own success. That's just the
world we live in; how does that old saying go: if you've got it, flaunt
it.
Dr Gloria A Moss is professor of marketing and management at
Buckinghamshire New University and a visiting professor at ESG, Paris.
She is the author of gender, design and marketing and has a new book,
'Why men like straight lines and women like polka dots', appearing in
the spring.
Respectfully sir, what are you on about?