We recently connected with Alexander Hersh and have shared our conversation below.

Alexander, looking forward to hearing all of your stories today. What’s been the most meaningful project you’ve worked on?

Here’s a premise, what if Wes Anderson and Larry David had a baby? And what if that baby played the cello? Weird, right?

Let me introduce you to ABSINTHE, a creative joyride, three years in the making, unlike anything else in classical music.

ABSINTHE has two main components: The first is an album of music–all written from before the 1915 European ban of that infamous drink, ‘Absinthe’. The album includes music by Ravel, Nadia Boulanger, Lily Boulanger, and Janacek.

The second component, and the thing that really sets this project apart, are the videos. Now these aren’t your typical “c l a s s i c a l m u s i c” videos. They’re stories. Stories unlike anything else in the field. ABSINTHE is a project that turns classical music completely on its side. Here’s a taste:

What you just watched is one piece of the story. But how one brings this kind of video to a wider audience is another. This whole project is being done completely independently. No labels, just me working with some awesome friends and collaborators over the past few years.

Early on in the process, I told some classical “higher ups” about the project and they encouraged me to hire a “classical music publicist.” I was open to this, but when I heard the cost, I knew that I was simply priced out.
So I got creative. I started thinking to myself, ‘what if I had hired myself as my own dream publicist? ‘How could I expand my audience? ‘Which outlets would I use?’ and what would my dream placement look like?”

So… first thought. I’m a huge fan of the Open Door Architectural Digest youtube series, and like many, I love being a voyeur, touring $22,000,000 palatial estates in Beverly Hills. So I made a parody… using my little apartment in Chicago–with a leaky faucet. But in my episode of Open Door it turns out to be one giant ad for ABSINTHE’

Here’s what I came up with: https://www.youtube.com/watch?v=oyBaBlFAJsk

In the end, a big part of ABSINTHE is finding relevant ways to promote an old art form and by doing so expand the audience for classical music. ABSINTHE brings classical music to the mainstream, without diluting it down, but rather, doubling down on creativity.

P.S. there will be merch under my new line, hersh merch.  The first drop is ABSINTHE themed t-shirts and tote bags all inspired by the videos :)

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

My name is Alexander Hersh and I’m a professional cellist (in fact I’m the 4th generation professional string player in my family).

As a cellist, I’ve been fortunate enough to win some big awards, as well as recently give my Carnegie Hall debut recital in November of 2022. I appear regularly as a soloist and chamber musician around the world, having soloed with orchestras such as the Houston Symphony and Boston POPS.

I co-direct a music festival in my hometown of Chicago, called NEXUS Chamber Music, who’s mission s to make chamber music more culturally relevant through live events and videos content. The group tours nationally during the year.

On top of all of this, I’m obsessed with the growing the basic audience for the music that I love. I’m passionate about finding creative and modern ways of reaching people. My latest project, ABSINTHE, is a continuation of this.

What do you think is the goal or mission that drives your creative journey?

I’m a classical cellist, I love this music dearly and obsessed with finding ways of making this music that is often hundreds of years old, relevant to a modern audience.

What do you find most rewarding about being a creative?

For me, the freedom associated with creating is one of the most liberating and rewarding things of being an artist.

Contact Info:

• Website: www.alexanderhersh.com
• Instagram: @alexanderhersh
• Facebook: Alexander Hersh-cellist
• Youtube: @AlexanderHersh