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This is Planet Money from NPR.

Hey everybody, it's Whalen Wong.

Today's episode is from the Archives.

It's all about brands and why some people crave a certain brand name so badly.

It's from 2014 and hosted by David Kestinbaum and Lisa Pollock.

It starts with the trip to Sotheby's in Manhattan.

I want to hear what is likely to become the most expensive instrument ever sold.

A viola.

Not just any viola, it is a strativarius, made 300 years ago by the Italian master Antonio

Strativari.

It was just this quick little event for the press, photographers, reporters standing around

in an art gallery room.

And I'm delighted to be able to introduce international viola soloist David Carpenter,

who is going to play it for us.

Enjoy.

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