Chelsea's Mom by Well-Strung

Brilliant Marketing on Every Level

Feinsteins at the Nikko
Feinstein’s at the Nikko

About a year ago, I guess, friends came through San Francisco to both visit us and spend some time in the glorious Bay Area. They attended a concert at one of the city’s most renowned jazz clubs and highly recommended we go see this string/vocal group that was performing there. I had never heard of them: Well-Strung.

My friend Mark raved about them. I did a quick internet search, and they sort of reminded me of The Piano Guys (really piano and cello) that a colleague from work had introduced me to a few years back.

Chelsea's Mom by Well-StrungAt any rate, Well-Strung created the campaign song for Hillary Clinton that I’ve embedded below. Now, I’m not sharing this as a Clinton campaigning effort. I’m sharing as brilliant marketing and very fun music.

I don’t know who exactly owns this group. I don’t know who approached whom about making this track, the campaign or the group’s owner. I don’t even know if the campaign is officially involved with this track at all. But here are a few reason’s why the track is brilliant marketing:

1. Hillary is faulted for being aloof. Fix: constantly refer to Hillary as Chelsea’s mom. Everybody has a mom. Mom is the most approachable person in the world. You depend on her. How smart is that psychology?!

2. Make the track high energy, and unlike your typical campaign ad, make it totally positive, even when it says something negative about other candidates. An “attack ad” this is not.

3. Make the track stick. Make it infectious and easy to remember: Chelsea’s mom has got it going on.

4. Base the song on an already popular tune from Fountains of Wayne: Stacy’s Mom on iTunes.

If this is part of the Hillary social media marketing campaign to millennials, that team is doing superb work.

Without further ado…

From Well-Strung’s YouTube channel:

Well-Strung stars first violinist Edmund Bagnell, second violinist Christopher Marchant, cellist Daniel Shevlin and violist Trevor Wadleigh. The quartet was formed by producer Mark Cortale and Chris Marchant. This video was edited by Randy Rainbow.

Well-Strung’s most recent show POPssical was directed by Donna Drake with arrangements by Well-Strung, Dana Levinson and Bruce Carter. The group is also in the process of recording their second CD which will be released by Twist Records in June.

The quartet Well-Strung features classical musicians who sing putting their own spin on the music of Mozart, Beethoven, Pink, Lorde, Madonna, Gotye, U2, and more. Their debut show sold-out Joe’s Pub in May 2012 in New York after being workshopped at Ars Nova NYC earlier that year. Since then they have played venues across the world such as the Leicester Square Theatre in London, 54 Below in New York, House of Blues in New Orleans, Feinstein’s in San Francisco and LifeBall in Vienna. The group recently performed on NBC’s TODAY show with Kathie Lee & Hoda as well as appearing on Andy Cohen’s Watch What Happens Live. This past August they performed with Kristin Chenoweth for two sold out shows at Town Hall in Provincetown. In October they were featured in Joanna Gleason’s critically acclaimed new show in both New York and New Orleans. On November 15th they performed with opera star Deborah Voigt, Norm Lewis and Sierra Boggess to open the brand new Walt Disney Theater at the Dr. Phillips Center in Orlando directed by Richard Jay-Alexander. And most recently this past December, they performed for three sold-out holiday shows with the San Francisco Gay Men’s Chorus in San Francisco for over 4,000 people. WELL-STRUNG’s debut album is available on CD Baby (…) or on iTunes. For more information please visit and facebook and twitter @wellstrungnyc