One Southern California mortgage lender plans to buck the recent trend of sponsoring sports events by reaching the masses through music.
Irvine, Calif.-based Argent Mortgage will sponsor the Argent Mortgage Orchestrated tour, a series of eight concerts that will take place in various cities this year, according to a recent press release.
"Sponsoring the Orchestrated series is a natural fit for us," Argent's president Wayne Lee said in the announcement. "This musical convergence of world-class orchestras and top performing artists offers a unique and innovative experience. Likewise, Argent takes an un-conforming approach to mortgage lending that helps independent mortgage brokers deliver a superior lending experience for consumers across the nation."
The concept of the tour is to present popular artists in the opposite environment of the critically acclaimed MTV: Unplugged format. Rather than stripping music down to the core, the lender's sponsored series of "one night only" engagements will feature artists performing their songs in ways that they choose, with the full backing of symphony orchestras described as "some of America's finest" in the announcement.
The idea reportedly stemmed after seeing a few bands perform in an intimate symphony environment over the past several years.
The first three concerts will consist of multi-platinum recording and award winning artists, starting with LeAnn Rimes backed by the Boston Pops Orchestra at Boston's Symphony Hall on May 23.
"I am thrilled to have been selected to kick off this amazing new series," said Rimes in the prepared statement. "For my band and me to perform our show and my songs in new arrangements with the Boston Pops is not only flattering, but, as an artist, an amazing challenge. I am very excited and look forward to my evening at the Pops."
Grammy award winner, Seal, will perform with members of the Minnesota Orchestra in the second show June 13 at the Minneapolis' Orchestra Hall. The third show will feature Jewel with the Cleveland Pops Orchestra at Cleveland's Cain Park on July 30.