Spring 2019

70 Nov18803 An Essential Musical Addition to Any Event Alexandra is a gifted electric violinist working out of North Lincolnshire in the UK. In November, Alexandra was recognised in LUXLife Magazine’s 2019 Best of the Wedding Industry Awards programme with the title of ‘Most Outstanding Wedding Violinist’. On the back of this deserved win, we spoke with Alexandra to find out more about her services and exemplary talent. A wedding day is supposed to be a perfect event – seamless, easy, magical, formed around the bride and groom’s interest, experiences and memories. Over the last few years, it has become increasingly popular to hire musical talent to create a truly ethereal atmosphere and truly unforgettable moments. By all regards, Alexandra represents one of the finest musical talents in the UK, performing at weddings, shows, festivals and corporate events to much acclaim. On top of her performances, she is also a teacher, utilising her musical expertise to train others to a grading standard. The crux of Alexandra’s success leans not only on her talent, but also on her work ethic and dedication to client-centricity. She is nothing if not accommodating, relaxed, and knowledgeable about her work and business, as she explains further: “I provide a personal service, inviting brides to my home studio while I play live for them to help make their music choices for the big day. I also make myself available 24/7 to discuss and coordinate.” “My Husband will work with me from time to time, helping me at wedding fairs and talking to prospective brides and grooms while I play. It works really well because he has the same vision as me where couples are concerned. I love to treat wedding clients like they are my best friends, and be genuinely interested in their big day, so he’ll have a giggle with them and ask them about their day. It’s really lovely doing wedding fairs as a married couple. I think it shows people that we are real people in a real relationship rather than being viewed strictly as a business by my clients.” The wedding industry is one that has grown immensely over the last decade through a commitment to adaptation and evolution. Like many sectors on the global business landscape, technology has been the primary driver of change, as businesses pivot to yield the benefits of an increasingly digital service offering. For Alexandra, the changes haven’t been quite so dramatic, yet, she understands the importance of staying up-to-date in her work and business: “Being an electric violinist, I have to keep up with technology. I’ve recently updated my sound system to a BOSE L1 model 2 System which is fantastic for creating an even sound and volume spread, especially if I’m playing outside. I also have all of my sheet music on an iPad and my backing music on an iPod, which makes changing between songs a smooth transition and playing outside no problem.” Alexandra takes a moment to discuss the changes she has witnessed in the industry over the last ten years or so. “Since the recession has subsided there is so much more choice in terms of what brides and grooms can have at their wedding now. As such, businesses all want to work together, rather than against each other – I think that the industry has becoming a friendlier, more productive community.” The discussion soon moves to the current trends in the sector, which is again greatly defined by personalisation: “Surprise singing waiters is a big trend at the moment. I follow my own path as what I do is perfect for the ceremony, drink reception or an evening performance whereas the singing waiters is a perfect way of breaking up the wedding breakfast. What they offer is a complete contrast to what I offer. If a Bride approaches me interested in having me play for the wedding breakfast, I always suggest the singing waiters instead and me for another part of the day.” Finally, in her closing comments, Alexandra talks about the future of her business. “I’ve taken on a lighting company who are choreographing a lighting show for my 2019 performance. Very soon the ’20-minute evening performance & first dance’ package will include dry ice for your first dance and an incredible lighting show. I also have a couple of producers working on some new music, so there’ll be CDs and music videos released next year. I can’t wait.” Company: Alexandra The Violinist Address: Epworth, North Lincolnshire, DN9 1EL, United Kingdom Website: www.alexandraviolinist.co.uk Telephone: 07702795925 Art