In an attempt to “sex up” the classical Grammophone Awards, a celebrity endorsement ad campaign will be mounted – translation: celeb endorsement ads for classical albums. “The celebrities, who have not been named, are being drawn from theatre, TV, film and the arts. All are said to be “passionate” about classical music. They are expected to appear in TV slots on BBC Four, as well as on BBC Radio 2 and Radio 3, in advance of the prize being presented on 1 October.”