Smooth diva sells chocolate.

Chocolate makers assist Sony BMG in broadening soprano's audience

JULIETTE POCHIN VENEZIA (SONY BMG)

Mezzo soprano Juliette Pochin has provided Sony BMG with an opportunity to broaden the singer's UK fanbase by becoming the inspiration for a new chocolate range from acclaimed chocolate makers Hotel Chocolat.

Pochin, whose album Venezia is soft-released this week, is the inspiration behind the Juliette selection, to be sold throughout Hotel Chocolat stores and online via www.hotelchocolat.co.uk.

Head of Sony BMG Classical Chris Craker believes the initiative will allow the major to make a connection with people about her music on a completely new level. "As with any project, we are constantly looking for ways to expose music to an audience who would not normally come across it via their usual sources of leisure or entertainment," he says. "This is especially true in the classical crossover arena, where many album buyers are not exposed to music via the traditional sources of radio, music TV and so forth. Working with a company like Hotel Chocolat allows us to gain access to a whole new audience for Juliette's music."

The partnership was the brainchild of Pete Bassett, managing director of Quite Great Marketing Solutions, who responded to a comment in a UK broadsheet in which Pochin's voice was described as "sounding like melted chocolate". He notes that given how hard it can be to ...