SOURCE: iCadenza


May 16, 2011 06:01 ET

iCadenza Offers Unique New Service to Help Classical Musicians Gain Exposure, Improve Their Marketing and Social Media Skills

LOS ANGELES, CA--(Marketwire - May 16, 2011) - Pianists, opera singers and other emerging performing artists spend most of their young lives perfecting their musical talents, but very few know how to advance their careers through marketing, social media and other self-promotion channels.

That is where Los Angeles-based iCadenza ( and its consulting, workshops, webinars and other services enter the picture.

With its new website now live, iCadenza gives aspiring performing artists the tools they need to reach their individual career goals. The idea for the company was born out of a longtime friendship between two talented young women -- one a budding opera diva, the other a talented concert pianist.

When Jennifer Chernick and Julia Torgovitskaya met in the 8th grade at the private Marlborough School in Los Angeles, they both shared a vision to someday start a business together, one that would encompass their love of classical music and the artists who embrace it.

While in college -- Julia at Tufts University in New England and Jennifer at Stanford University in Northern California -- their friendship and vision remained intact and, as graduation approached, they decided to make it a reality.

"It became clear to us early on that arts and music training programs do not sufficiently prepare artists for career development," Chernick said. "The very talented students graduate with no idea how to get work, and often feel self-conscious or uninformed when it comes to promoting themselves."

iCadenza uses new technology, social media and traditional methods to advise and promote its clients who are profiled on the company website, set up with social media accounts, invited to workshops and offered personal counseling.

The typical iCadenza customer is either a recent graduate or current student, mature artist or university faculty member who seeks online presence or a small arts organization that needs a marketing boost.

In addition to its popular workshops, e.g., "How to Effectively Use Social Media," iCadenza will produce professional videos for its clients, including scripting, interviews, editing, online distribution and promotion. Its video library contains interviews with many high-profile artists who offer insights into the classical music industry.

Chernick and Torgovitskaya have garnered support from throughout the entertainment industry, including the San Francisco Opera Center. They were invited to present their services last week at the Opera America Conference in Boston, and will hold a workshop May 22 during the Classical Singer Convention at the Westin Hotel near Los Angeles International Airport.

"We want to change the way careers are shaped in the field of classical music -- a field dominated by tradition and outdated practices," says Torgovitskaya. "We want to provide a new model in our industry that eliminates the previous notions of disdain for making money and replaces it with positive attitudes, pride and the spirit of entrepreneurism that makes America strong and our clients successful."

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