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Just in: Lang Lang contracts out his tweets and facebook page

He’s a busy performer, the Chinese pianist, far too busy to waste good finger time on social media. So, like many celebrities, he’s getting someone else to take over his online identity. I wonder if he still does weibo himself?

Here’s the release, just in:

Lang Lang signs to Inverne Price for Social Networking

IPMC to help deepen the star pianist’s relationship with vast online community
Inverne Price Music Consultancy has signed an exclusive agreement for social networking strategic services with Lang Lang. Arguably the world’s most in-demand pianist, Lang Lang connects with millions of followers across his various online platforms.

“As a musician who has just turned 30, Lang Lang is of his generation – but it’s not only his generation who spend much of their lives communicating through Twitter, Facebook and the rest,” says Inverne Price’s James Inverne, “So many of us now live much of our lives online, and Lang Lang uses these new media channels excitingly to spread the word about the world’s greatest music. And in so doing, he touches millions with his own talent.”

The company will work with Lang Lang and his colleagues at CAMI Music, Sony and elsewhere both on day-to-day interactions and on developing bigger online projects. “There’s so much that Lang Lang can do – I know from our work together when I was editor of Gramophone and brought him in as guest editor for an issue, that his is an incredibly lively mind, and his drive to perform is steered by passion for the music and by his vision to bring that music in interesting ways to as many people as possible. And of course, since I first saw him, at the Verbier Festival, I’ve been a great fan of his playing.”

Driving the collaboration for Inverne Price will be experienced social media specialist Matt Herman, who will be working in close partnership with company co-director Patricia Price, from Inverne Price’s US office. Says Herman, “”Social media is such an exciting and evolving tool for connecting artists with their fans, colleagues and causes.  Given his nearly unprecedented global reach and proponence of new technologies, there’s no one better to leverage the power of this digital medium than Lang Lang. We’re thrilled to help bring Lang Lang’s music – and classical music in general – to an even wider audience in engaging and compelling ways.”

For any queries please contact James Inverne (, Tel: +44 7870 203181) or Patricia Price (, Tel: +1 509 995 5546).

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  1. I must respectfully suggest that “Lang Lang contracts out his tweets” is a bit simplistic. It seems he has signed with the company to create a unified and effective social media presence. I can only assume this involves everything from Facebook to Pinterest to Get Glue and Foursquare. This is exactly what he should be doing and one of the reasons he is so successful. He understands marketing.

    • Cheeko Matsusaka says:

      He might understand marketing but not social media. You do not send out a press release letting everyone know that a third party is “tweeting and facebooking” for you.

      • He did not say that. There was no suggestion in the press release that anyone would tweet for him, although they may in the future.

  2. Yes, he certainly understands the use of social media in the context of marketing! Perhaps – it’s a slight hope – he’ll now spend more time thinking about the meaning of the music he plays, and interposing himself less when he does.
    But somehow, I doubt it!

  3. I will say, there’s no bigger turn-off than an artist’s Twitter feed that appears to be coming from a PR rep (see: Lorin Maazel, Leif Ove Andsnes, Alan Gilbert). Similarly, there’s a reason why celebs like Alec Baldwin and Kanye West have such huge Twitter followings: It’s actually their thoughts and opinions behind the messages. If Lang Lang’s Twitter feed starts to read like a series of press releases, people will stop paying attention. James is a smart fellow, so he should realize that.

  4. I love to chat online, but that’s because I am generally sociable and I work from home so days can pass when I hardly see a soul! I also run a Twitter feed for an artist and we don’t hide this from the followers, who grow in number daily. The artist simply doesn’t have the time to spend online that I do, but that doesn’t mean they are not interested in what people say on the feed, and it’s also come in very handy for answering simple queries and generating awareness generally.

    If you don’t like the way an account is run, don’t follow. Each to their own. There’s room in this world for variations on a theme and whatever we do we’ll never please all the people all of the time.

  5. Michael P. Scott says:

    Oh, geeze. Spare me!

    I used to think that the worst ‘press’ release I ever received was from the PR Flack (and I can use that word with impunity because I also was one, I’m ashamed to admit) for Van Cleef and Arpels extolling (for 2+ pages, single spaced) the virtues of a new bar of soap.

    The Flack gushed, as does Mr. Inverne, about everything from the soap’s sensuous new shape to its genealogy springing from the heritage of one of the world’s finest jewelers (I never did ‘get’ the connection. Just sayin…).

    Virtually nothing was said about the soap’s ability to cleanse body parts.

    My definition of Hell changed after that: Hell surely must be having that kind of PR Flack job and being forced to believe that writing such drivel actually means something. It doesn’t. Paper shrines to a PR Flack’s ego…that’s all they are.

    Lang squared hires someone to emote for him. I can hardly wait for holographic image to perform “lip synched” piano recitals.

    The “social media” mediums have some value when the message is sent BY the person being socially media’d. For instance, the spectacular promotion that Valentina Lisitsa has done pretty much all by herself and the fascinating web presence of American duo pianists, Anderson and Roe (, and you, Norman, whose personality shines through every blog posting thus making your social media truly interesting.

    When you have to outsource your self and your soul to a PR Flack who spends as much time writing about himself as his client, well, that pretty much says it all.


  6. James Inverne says:

    Hi all, thanks for your interest. Having just seen this, allow me to clarify – the messages coming from Lang Lang will be coming from Lang Lang. They will be his thoughts, his opinions and (as in my previous incarnation as the editor of a respected magazine) I would not dream of having anything posted with his signature that did not come from him. We are there to assist with strategy, as Janey suggests, to take on some of the administrative tasks, and to keep up with and advise on the development of a fast-moving online world. It’s simply about finding the best ways that Lang Lang might want to evangelise about music he loves, keep people in touch with his movements, and spread the word about some of the causes that are dear to him (such as working with children and music education).

    All the best,

  7. johnzero says:

    Why would this upset anyone?

    It’s a commodity universe. In a consumer dominated market, Lang Lang has chosen to package himself as a brand like Harley Davidson or Swanson or Hallmark Cards.

    If you are going to be Hallmark Cards, then hire professionals to sell yourself.

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