What was advertised in a colonial American newspaper 250 years ago today?

“This concert and ball is made by the desire of several Ladies and Gentlemen of this city.”

Genteel residents of Philadelphia did not want to miss the “GRAND CONCERT & BALL, At the ASSEMBLY TOOM in Lodge Alley” on June 17, 1774.  At least that was the intention of Signior Sodi, “First DANCING MASTER of the Opera in Paris and London,” when he advertised the event in the Pennsylvania Journal.  Sodi worked with “Mr. VIDAL, who has been a Musician of the chambers of the King of Portugal,” in putting together a program that included ten musical performances in two acts followed by demonstrations of Sodi’s dancing.  He claimed that he hosted the event “by the desire of several Ladies and Gentlemen of this city” who wished for him “to shew his talents as a master.”  For his part, he “humbly requests the favour of the public to give their countenance.”  To do that, the audience needed to purchase tickets, either from Sodi “at the Bunch of Grapes” on Third Street or “at the Bar” at the London Coffee House, a popular place for socializing and conducting business.

Whether or not “Ladies and Gentlemen of this city” encouraged Sodi to host a concert and ball, he used the opportunity to market other endeavors to support himself beyond ticket sales for that event.  He used the occasion to announce that he planned to “open a School” in September.  Until then, he “will wait on any Lady or Gentleman privately at their houses or elsewhere” to give lessons.  In addition to learning the steps for several dances, his students would also receive instruction “to walk with propriety.”  His pupils, Sodi suggested, would demonstrate more grace both on and off the dance floor, an important goal for colonizers anxious about so many aspects of their comportment.  Indeed, those interested in lessons from Sodi may have also taken note of lessons that Francis Daymon, “Master of the French and Latin Languages,” advertised in the same column in the Pennsylvania Journal.  Yet Sodi did not stake his entire livelihood on teaching the genteel and those aspiring to join their ranks to dance.  He also “acquaints the public in general” that he “bro’t a parcel of fine trinkets and jewels of the newest fashion, with a variety of diamond rings, and a great quantity of instrumental strings.”  He offered those items for sale at the Bunch of Grapes.  His “GRAND CONCERT & BALL” presented an opportunity for merchandising, not unlike the modern entertainment industry.