Many leading musicians played on Steinway pianos, in public performances and at home. The company not only supplied such musicians with instruments, but also organized special concert tours, thus generating recognition for their brand. It proved to be a winning formula. The Steinway stable of artists included Anton Rubinstein, George Gershwin, Cole Porter and Sergei Rachmaninoff, as well as Ignacy Jan Paderewski. He completed several months-long tours of the United States, living onboard a special railway car that transported him and his family, as well as his technical crew and Steinway pianos, to each new city and each wildly successful concert.