The figure of ‘the artist' is burdened with dualities: the maker and the marketer, the innovator and the imitator, the creator and the purveyor. This is a tension that is particularly pronounced in the world of classical music, a tradition which has long maintained ideals of artistic purity, where commercialism, business and marketing are seen as the antithesis of the artistic process and where any efforts and any success therein are treated as a corrupting force.