By Chris Cosci

For some recording artists, the music world is just a small stepping-stone on the path to mass commercialism. Popular artists can get their faces on tons of merchandise, ranging from t-shirts to lunchboxes to even action figures -- given a very loose definition of the word "action."

Some people call this brilliant marketing. Others call it selling out. In either case, it certainly feels like a rather modern tactic. It's hard to imagine teenagers running around during the 18th century sporting an "I Love Bach" shirt. Although the demand for such merchandise was probably pretty slim in those days, one artist has been working on a 250-year-long journey from musical superstar to commercial icon: Mozart.

While some may claim the peak of Mozart's commercialism to be the 1984 biographical film "Amadeus," that movie was merely the tip of a very large iceberg that is about to take the world by storm this year. This Friday, January 27, marks the 250th anniversary of Mozart's birth, and his native country of Austria is ready to capitalize big time.

It's no surprise that Mozart's music will be the focus of much of the celebration. There are currently 260 concerts and 55 masses planned this year, devoted entirely to his music... and that's just in his hometown of Salzburg. And if that wasn't enough, this summer's Salzburg Festival will feature performances of all 22 of his operas.

While many music-lovers may be excited about some of these events, any commercial artist worth his weight in royalty checks knows that the real money isn't in the music -- it's in the merchandising. Sure enough, stores in Austria are stocked with traditional Mozart souvenirs including mugs, calendars, and commemorative golf balls. Other stores will carry more diverse products like the Mozart umbrella, Mozart jogging pants and Mozart milkshakes. This sort of stuff is fine for your casual fan, but true Mozart aficionados probably want something a little more distinctive.

For chocolate connoisseurs, there's a delightful Mozart-inspired confection. It's a small, round chocolate nougat that has been popular in Austria for years. However, it's still not fully known if these chocolates are popular for their distinct flavor or their catchy name: Mozart Balls. Whatever the reason, tourists have long flocked to Austria to get their hands on some Mozart Balls.

For a real unique treat, Mozart fans can travel to Salzburg to have a taste of Mozartwurst. Created by a local butcher, Mozartwurst is a unique sausage that combines beef, pork and pistachios. When you become the inspiration for a sausage, you know you've hit the big time.

While Mozartwurst is quite a marketing coup, it's hardly the highlight of the Mozart bonanza. That honor would have to go to the Mozart bra. Had the bra simply featured a picture of Mozart or just his name, it wouldn't really be all that special -- although it would still be rather disturbing. What really makes the Mozart bra stand out is the fact that when the bra is unfastened, it plays an excerpt from "Eine Kleine Nachtmusik." Now that's a novelty that's sure to be a crowd pleaser. Hey, it could have been worse. Someone could have created a Speedo that plays "The Magic Flute."

Despite the billions of dollars merchants expect to make from this marketing campaign, there are still some people who are unwilling to jump on the bandwagon. The Austrian province of Styria has officially declared itself a "Mozart-free zone" for 2006. Somehow, the cultural gurus of Styria, including the head of Cultural Service Bernhard Rinner, are under the impression that all of this merchandising and concert planning will be overkill. Gee, schedule a couple of hundred concerts, dozens of masses and twenty-two operas, and suddenly people are crying overkill.

Whether you choose to give in to the celebration or not, there's no question that 2006 is the year of Mozart. After 250 years, the guy deserves a little recognition. Now it's up to some other composers to turn up the heat. In 2020, we'll see if Beethoven can make an even bigger splash with his own 250th birthday celebration. I'll be keeping an eye out for the "Ode to Joy" boxer briefs.