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Telefonica welcomes Lang Lang, the world's leading pianist, as its new international brand ambassador
This morning Luis Abril, Telefonica’s General Technical Secretary of the Chairman’s Office, welcomed the world-famous Chinese pianist Lang Lang, the Company’s new global brand ambassador, at Telefonica’s District C headquarters in Madrid.
The 29-year-old classical virtuoso, currently regarded as the world’s best pianist, has associated his name with that of Telefonica under a three-year agreement signed by both parties in June. The agreement, details of which were set out at the presentation, encompasses three key spheres: technology, culture and a commitment to society and education.
Lang Lang enjoys worldwide fame and has transformed the music world by using innovative means to bring classical music to a wide audience, ranging from video games to movie soundtracks. He has also given concerts in football stadiums, performed at major global events including the inauguration of the Olympic Games in Beijing and the Grammy and Nobel Prize Award Ceremonies, and is followed by thousands of fans on social networks.
Explaining the reasons for his association with Telefonica, the young performer said: “As a citizen of the world, I appreciate being constantly in contact with the people who matter most to me and being able to easily access the information that interests me.’
‘Telefonica,’ ‘ he continued ‘ ‘provides an incredible wealth of services that make living in today’s world easier, more fun and more satisfying. I am proud to support a company that uses state-of-the-art technology to achieve something that interests the great majority of people.”
Luis Abril, General Technical Secretary of the Chairman’s Office of Telefonica S.A, explained precisely why the personality of Lang Lang is a perfect fit with the company’s philosophy: ‘Telefonica has identified in Lang Lang the authentic personification of the attributes that this company wishes to foster wherever it is present: talent, the capacity for transformation and technological innovation and an unwavering commitment to society.’
‘It is hugely satisfying to accompany Lang Lang as he helps to disseminate our brand’s values worldwide because he is an example to the new generations and combines in his personality the classicism of the works he performs with the utmost modernity, just like Telefonica,’ Luis Abril added.
At the end of the presentation, Lang Lang offered a brief piano recital during which he performed fragments of the ‘Iberia’ suite by the Spanish composer Isaac Alb‚niz, a particular favourite of the Chinese pianist whose work he has studied intensely. The audience included 30 students from the ‘Teresa Berganza’ Professional Music Conservatory of Madrid.
Technology, culture and social commitment
During the course of this three-year agreement, Telefonica and Lang Lang will jointly carry out various special actions in different fields. The technological aptitude of the Chinese pianist, an intensive user of leading-edge applications and devices, will be complemented by Telefonica’s resources in the development of projects linked to broadband, mobility, social networks and digital television, combining the latest technological advances with the power of music.
Lang Lang will take part in Telefonica’s global advertising strategy and will be the image for the company’s products, services and devices, always linked to the latest telecommunications technology.
In the cultural sphere, Lang Lang will perform recitals for customers and partners of Telefonica in venues of all sizes in every region where the company is present (Spain, Europe, Latin America and China). Lang Lang will also take part in Telefonica’s own conventions, performing on the piano but also expressing his views on leadership and talent development to the Company’s executives.
The third sphere, social commitment and education, will be of particular importance for it is an area in which the Chinese pianist is heavily involved. The artist will also take part in Telefonica’s main charity initiatives including the Proni¤o programme to provide schooling for children in Latin America and the Ability Awards for companies that best involve the disabled in their value chain.