Creative marketing
Monday, March 21st, 2005A certain music-loving community that lived on a certain block in a certain city was thrilled when a pianist moved into an apartment on their street. They were even more excited when the pianist put up a sign in his window that read: “The Nation’s Best Pianist.” The residents of the community enjoyed hearing him practice and felt a strong sense of pride upon reading the reviews of his concerts as his reputation began to grow.
Not too long after “The Nation’s Best Pianist” arrived on the block, another pianist rented an apartment in this music-loving community. After getting settled, he put up a sign in his window that read: “The World’s Best Pianist.” “Wow,” thought the memebers of the community, “We’ve got both the Nation’s and World’s Best Pianist living among us!” The new pianist’s career soared after he moved into his new apartment and he gained more international acclaim than he could have ever dreamed of.
Soon word about this music-loving community and their two famous pianists began to spread. Nobody could possibly move in and be better than their two resident pianists. After all, they were the Nation’s Best and World’s Best Pianists. Then one day another pianist rented an apartment in the music-loving community. The sign in his window read: “Best Pianist on the Block.”
Virtuoso is an Italian word, which comes from the Latin, virtus, meaning excellence or worth. As currently used, the word refers to a performer who is especially adroit in the practice of his or her instrument, a musician of extraordinary technical skill. Originally, however, the word had much broader connotations, existing as a term of honor for people who distinguished themselves in an intellectual or artistic field. One could be deemed a virtuoso poet, a virtuoso architect, or a virtuoso scholar, for example. But the epithet was most likely to be applied to an excellent musician. Implicit in the concept of the virtuoso was not only unmatched technical skill, but recognition of a deeper understanding of the art. The term was used notably to indicate those who committed themselves to the theory or to the composition of music.