Classical gets a music stream
Deutsche Grammophon is partnering with Apple Music to launch a new audio and audiovisual streaming channel for classical music on the Apple Music platform. The DG Playlist will highlight recordings from the label's 120-year history.
The move follows an initial two-year alliance after Deutsche Grammophon became the first classical label to establish a curator channel on Apple Music in 2016.
To kick off the DG Playlist channel, Deutsche Grammophon has released a selection of visual albums featuring performances from Daniil Trifonov and Ildar Abdrazakov. Artists Daniil Trifonov, Rolando Villazón and Peter Gregson are curating Apple Music's three main composer radio stations – Mozart, Bach and Beethoven.
The label says DG Playlist will highlight major classical music events, iconic releases, featured composers and performers and significant anniversaries, alongside curated playlists.
“We aim to enable discovery and provide orientation to everything that is essential in classical music,” says Dr Clemens Trautmann, president Deutsche Grammophon. “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 audiovisual strategy."
Classical music has some streaming ground to make up on most genres. Audio streams account for just under half of classical’s album equivalent consumption, compared to the industry average two-thirds, R&B/hip-hop’s 79% and pop’s 67%, according to Nielsen metrics. Physical albums account for close to 30% of total consumption.
Image: Deutsche Grammophon