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Welsh composer Karl Jenkins has created a lot of advertising music, one of his most-heard is the classical theme used by the De Beers diamond merchants for their television advertising.
As a composer, his breakthrough came with the crossover project Adiemus, that was released in 1995, Adiemus: Songs of Sanctuary was the first album as part of the Adiemus project that has generated further works. This album quickly garnered critical acclaim.
The album is influenced by classical forms and the words form part of the instrumental sound. The genre is also that of ethnic Worldly Music creating a very melodic and spiritual sound.