Klezmer as mainstream marketing tool!

[Seth Rogovoy <rogovoy...>]

Front page story in Sunday NYTimes Business section (7/25/99) re: Sony
Corp's new retail mall in San Francisco....

"On fourth floor of Metreon, the Sony Corp's new entertainment and retail
complex here, an energetic brigade of towering, fanged, yellow-eyed monsters
brings to life Maurice Sendak's children's classic, 'Where the Wild Things
Are.'....Mr. Sendak's muted pastel palette imbues a vast room that SPINS TO
THE RHYTHM OF A KLEZMER VIOLIN." [emphasis mine]

Does anyone have any idea what music they have used? Is there anyone in San
Francisco who can look into this and get back to me/the list?


[The article goes on to explain that focus groups in S.F. said they
"deplored 'kitsch'" and "demanded 'authenticity'," and marketers concluded
that "amusements based on critically acclaimed literature had integrity and
timelessness that celebrity culture could not match."

Presumably the klezmer music being piped in also intuitively suggests values
of "integrity," "authenticity" and "timelessness." It will be fascinating to
learn what recording of "klezmer violin" they have used to make these
suggestions. Any guesses before we learn what they really used?]

thanks,

****************************************************
Seth Rogovoy
http://www.berkshireweb.com/rogovoy/klezmer

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