Tenor Goes on “Vocal Cord Strike” over Opera Ad Campaign

Opéra de Montréal used images of models in its advertising campaign for the current season instead of the performers in the opera. This prompted Tenor Marc Hervieux to go on what he called "vocal cord strike."(Photo: Tourisme Montréal)
Opéra de Montréal used images of models in its advertising campaign for the current season instead of the performers in the opera. This prompted Tenor Marc Hervieux to go on what he called "vocal cord strike."(Photo: Tourisme Montréal)

Both the pop and classical music worlds have endured lip-syncing brouhahas. Now the photos in an opera ad campaign have prompted one Canadian tenor to go on “vocal cord strike,” according to CBC News.

Tenor Marc Hervieux, who is slated to sing the role of Gabriel in the Opéra de Montréal’s production of Johann Strauss’ Die Fledermaus this winter, has refused to sing during rehearsals because poster ads for the production contain a photograph of a model, and not photos of the actual singers in the cast.

“Call this guy on the poster to sing,” Hervieux reportedly said at a rehearsal last Monday.

The CBC reports that Hervieux is so far the only singer in the cast to object to the posters and that Opéra de Montréal has turned down requests for interviews on the subject of Hervieux’s reaction to the ads.

So what do you think? Should opera ads contain only photographs of the singers who will perform in the shows, or is it okay for them to show images of models?

Read more: Quebec Singer Stages ‘Vocal Cord Strike’ (CBC)

Update (10:29 a.m. January 11, 2013): Montreal Opera has modified the poster ads for its production of Johann Strauss’ Die Fledermaus to include photographs of tenor Marc Hervieux, according to the French-language Web site Le Devoir

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