Monday, March 02, 2009

26-year-young classical pianist Lang Lang: a distinctive brand with a great story to communicate through the CHEM-istry of music

One the way to Seoul, Korea I read about Lang Lang. He’s a young Chinese pianist making headlines with his appearances, his dynamic gestures in concerts, his outrageous clothes and hairstyles – even his YouTube videos.

Lang Lang says these are “important tools to express myself. We don’t need to be confined to the conventional image of pianists, do we?”

He continues, “I agree the focus should be on music and performance. But I don’t think that should be the end of it. In this day and age, you need to take a new approach to music, or you will be thrown into oblivion. It’s hard to draw the general public to classical music just by releasing records and performing. I’m just trying to make it easier for people to enjoy it.”

Lang Lang has written an autobiography, designed shoes, and done charity work. He recently started a foundation to help young muscians realize their dreams and provide scholarships, even working with high school music teachers to improve music education.

He was asked how classical music could become more prominent in this rapidly changing world. Lang Lang responded, “There are a lot of things that music can do, and the greatest of all is its ability to communicate. Music is the most beautiful tool of communication between people. It can connect individuals at all distance. I think this is something only art can do.”

We at Stinson Brand Innovation constantly look at all mediums and senses to express a brand through our tool, C.H.E.M. (Connect, Honest, Easy, Motivating). Thinking about the insights from Lang Lang, what song (or what kind of music) could be used to better communicate the story of the brand you’re currently working on? Post your comment.

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