‘I starred in the sexist Yorkie bar ad,’ says Joanna Forest

On song: Joanna Forest’s debut album went to number one

Soprano Joanna Forest says the best financial decision she ever made was to dye her wedding dress pink and turn it into a ballgown she could wear on stage. 

Forest, whose debut album Stars Are Rising shot straight to No 1 in the classical music charts in 2017, also reveals she made £10,000 starring in a sexist ‘It’s not for girls’ Yorkie bar commercial. 

The 43-year-old spoke to DONNA FERGUSON from her home in Epping Forest, Essex, where she lives with husband James, 43. Her second album, The Rhythm Of Life, is out now. 

What did your parents teach you about money?

To always have a rainy day fund and not to be wasteful. Following their advice has definitely stood me in good stead during lockdown. 

Dad was a computer analyst and Mum was a secretary until she got married, and then she looked after me and my sisters. Although my parents weren’t extravagant in any way, we always had money for the important things in life and they supported my dream to become a performer from a really young age. 

That was lucky because when I was 11, I wanted to go to Italia Conti drama school in London, a private school. My parents agreed that if I was successful in the audition I would be able to go – and I did.

What was the first paid work you ever did? 

I had a role in Bernadette, the musical, when I was 13 – playing one of Bernadette’s school friends. The show ran for six weeks over the summer in the Dominion Theatre in London. I was paid £50 a week, but I would have done it for free. It was such a dream to be involved in a West End show like that. 

Have you ever struggled to make ends meet? 

Not really, but when I was in my early 20s, I didn’t always know when or where my next performing job was coming from. So I took on other jobs to make ends meet, from leafleting and market research to shop work and temping jobs. 

I’ve done all sorts, but I always managed to find work and live within my means. As a result, I wouldn’t say I have ever really struggled financially.

Have you ever been paid silly money? 

Yes, for the Yorkie bar ‘It’s not for girls’ commercial – the one that was considered really sexist. I was the girl who dressed up as a boy to try to get the Yorkie. It took two days to film and I was paid a few hundred pounds. 

But I got more money each time it was shown. Even though it was banned for being sexist and so was taken off the air earlier than planned, I earned enough to buy myself a Mini Cooper. So around £10,000. 

I was disappointed the commercial was banned. I knew that it was actually trying to poke fun at that type of sexism, and it was a joke. But in hindsight, I guess it wasn’t appropriate.

What was the best year of your financial life? 

It was 2017 when I released my debut album, Stars Are Rising. I recorded it without a record label and it went to No1 in the official classical music charts. 

I made chart history as the first independent artist to reach No1 in the classical charts with a debut album. I’d rather not say how much money I made that year, but that album was an unprecedented success.

What is your biggest money mistake? 

Not knowing my own worth. In the past, I would perform for free. It’s a really fine line when you’re trying to further your career. Sometimes, you think working for free might help to raise your profile or it’s good exposure. 

But you can’t spend exposure and goodwill doesn’t pay the bills – and you don’t want to be the only person at an event not getting paid. A few years ago, I realised nobody judges you for asking to get paid. 

Either they say no or you get the money you asked for. But I still perform for free for charities or causes close to my heart. 

Banned: Forest in the ‘It’s not for girls’ Yorkie bar ad that was taken off air earlier than planned

The best money decision you have made? 

To dye my £4,000 made-to-measure wedding dress pink, add some sparkles and turn it into a ballgown I can wear when I’m singing on stage. It was such a beautiful dress, designed by Suzanne Neville, and it seemed such a shame to only wear it once. 

When you sing in a classical genre, a dress like that can really help to create the right mood. 

Do you save into a pension or invest in the stock market? 

No, I don’t do either. I feel I don’t know enough about pensions or the stock market and I would rather invest the money in my career. 

Do you own any property? 

Yes, a very old two-bedroom almshouse in the woodlands of Epping Forest in Essex. Parts are listed and it’s full of character. We love going for walks nearby with our dog Eevee who is named after a Pokemon character. We bought it in 2007. I’d rather not say how much we paid for it. 

What is the one little luxury you treat yourself to? 

Anti-ageing skincare products. I think they probably do work. You never hear anyone in later life regretting that they looked after their skin. I love Space NK but I’m not massively loyal to any particular brand. I like to try different types of day cream and night cream. I probably splash out on a £50 tub once every three months or so. 

Forest says if she were Chancellor for the day she would make sure every child in every school had access to music. Pictured: Current Chancellor of the Exchequer, Rishi Sunak

If you were Chancellor, what is the first thing you’d do? 

I would make sure that every child in every school has access to music. I think it’s an outrage that funding has been cut from music in schools. The second album that I recorded, The Rhythm Of Life, was specifically for families and children. Before lockdown, I would go into schools and sing songs from it with kids. They absolutely loved it. 

There are so many brilliant benefits of music for children – it can fire their imagination and creativity. Even if they are not musical, they can get so much from it, especially in these difficult times.

It’s a shame that if a child does not have parents who can pay for extracurricular music lessons they miss out. And we might then miss out on the next Elton John or Paul McCartney.

Do you donate money to charity? 

Yes, I donate to the NSPCC, Barnardo’s, UNICEF, Cancer Research and Breast Cancer Now. I had breast cancer at 21 so I volunteer for breast cancer awareness charity CoppaFeel! as well. I also perform at charity concerts. 

What is your main financial priority? 

To earn a living as an entertainer and a singer, doing what I love. Music is my best friend and I love the way it makes a difference to people. I do think being financially secure is important, but equally so is being happy.