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Deutsche Grammophon announces partnership with Apple Music

By | Published on Monday 13 August 2018

Deutsche Grammophon

Universal Music’s Deutsche Grammophon and Apple Music have announced a “long-term collaboration designed to enhance the experience of classical music for a global music audience”. Basically, they’re going to do some playlists and a bit of video stuff.

The main focus of the collaboration will be ‘The DG Playlist’, which will be regularly refreshed with different recordings from the Deutsche Grammophon catalogue. There will also be various video offerings, including the first full opera film to hit Apple Music, a performance of Gounod’s ‘Roméo et Juliette’ from the 2008 Salzburg Festival.

“The curatorial power of the ‘yellow label’ and our vibrant artist community has always been exceptional, in record stores and in the digital space”, says Deutsche Grammophon President Clemens Trautmann. “In a world where attention spans have become shorter and classical music content more ubiquitous, people must think wisely before spending their limited time and resources”.

He goes on: “Together with our partner Apple Music, we aim to enable discovery and provide orientation to everything that is essential in classical music. We also embrace the opportunity to present short-form and long-form video productions in a significant way, making the service a cornerstone of DG’s global audio-visual strategy”.

Apple Music’s Jonathan Gruber adds: “Classical music is all about the joy of exploration, and we are THRILLED to welcome the amazing artists of Deutsche Grammophon to join our worldwide team of trusted guides”.

Deutsche Grammophon has been present on Apple Music since 2016, when it became the first classical label to set up its own curator channel on the streaming service. This new partnership aims to give greater prominence to classical music on the platform and to engage more listeners – both of which streaming services have been accused of failing to do.

To mark the launch, DG artists Rolando Villazón, Daniil Trifonov and Peter Gregson have also taken over curation of Apple Music’s Mozart, Beethoven and Bach radio stations.

“Mozart has been one of my long-time passions and Salzburg has always been a central place in my life, both as a performer and as artistic director of Mozartwoche”, says Villazón. “I am THRILLED, therefore, to be able to share some of my favourite Mozart pieces on Apple Music’s Mozart radio station. I’m fully aware of how important it is to provide context and orientation to listeners of classical music and am committed to making its richness accessible to everyone. I feel the new DG space on Apple Music is an excellent forum for discovery”.

You can scroll through all of the newly launched Deutsche Grammophon content on Apple Music here. If you want.