FRAGMENTS is Alisa Weilerstein’s multi-year, six-part performance cycle for solo cello, placing Bach’s cello suites in conversation with twenty-seven newly commissioned works from a diverse selection of contemporary composers, including Missy Mazzoli, Caroline Shaw, and Osvaldo Golijov. The music is presented in a continuous, approximately hour long performance by Weilerstein, enhanced by bespoke, responsive lighting and scenic architecture envisioned by director Elkhanah Pulitzer, producer Hanako Yamaguchi, and designer Seth Reiser. Given without pause or pre-show program notes, the audience is encouraged to fully engage with the Fragments experience.

The Task

21C was involved with Fragments from its conception, crafting a narrative to present the project to the public as it developed. Our goal:    

• Support Weilerstein’s vision for reimagining the classical music concert experience 
• Launch a multi-year, multi-commissioned artistic statement
• Position this unprecedented abstract work as a major, high-profile touring series for leading international venues, establishing a global presence 

Our Approach

21C Media Group partnered with the Fragments artistic team to introduce the project to the public, highlighting the technical difficulty of the works while emphasizing the project’s philosophical ambition and experiential nature.

• 21C crafted press materials around Weilerstein’s central mandate: “What if we could simply listen first?” This positioned the absence of a program not as a novelty, but as a deliberate strategy to encourage total audience engagement.
• Media Focus on Concept: Instead of focusing solely on reviews, we secured in-depth profiles and features in top-tier outlets (e.g., The New York Times, Financial Times) highlighting the project’s conceptual framework and its role in “rethinking the concert experience” and “broadening the tent for classical music.”
• Institutional Alignment: We leveraged the project’s commissioning partners (Carnegie Hall, San Diego Symphony, Spoleto Festival) to underline the wide-ranging institutional belief in the concept, highlighting the scale of the twenty-seven commissions and multi-year commitment required.
• Digital Content: 21C developed digital messaging and content that showcased the stunning production design and lighting, translating the multi-sensory experience into a visually compelling online presence to drive ticket sales.

Results: Critical Acclaim and Global Tour

21C established Fragments as a landmark project in contemporary classical music, resulting in critical and box office success across multiple continents. The project’s success has been wide-ranging:  

• Unprecedented Tour Profile: Fragments premiered in North America and immediately secured major tour dates across Europe and the US, including multiple engagements at Carnegie Hall (NY), Southbank Centre (London), Tanglewood, and the Spoleto Festival USA
• A “Must-See” Event: The project garnered extensive, on-going media coverage, solidifying Weilerstein’s reputation as a creative pioneer
• Legacy Building: Fragments inspired a new body of work for the solo cello canon, ensuring the project’s influence extends far beyond the stage.