Apple caters to classical audiences
With its latest acquisition of the renowned classical music streaming platform Primephonic, Apple Music will enhance the classical music experience for Apple users. While this says a lot about Apple's foresight and implied future marketing strategies, it also says a lot about existing esteem for the relevance of classical music and its industry that was hit hard by pandemic lock downs. Primephonic has offered an outstanding listening experience with search and browse functionality optimized for classical, premium-quality audio, handpicked expert recommendations, and extensive contextual details on repertoire and recordings.
With the addition of Primephonic, Apple Music subscribers will get a significantly improved classical music experience beginning with Primephonic playlists and exclusive audio content. In the coming months, Apple Music Classical fans will get a dedicated experience with the best features of Primephonic, including better browsing and search capabilities by composer and by repertoire, detailed displays of classical music metadata, plus new features and benefits.
“We love and have a deep respect for classical music, and Primephonic has become a fan favorite for classical enthusiasts,” said Oliver Schusser, Apple’s vice president of Apple Music and Beats. “Together, we’re bringing great new classical features to Apple Music, and in the near future, we’ll deliver a dedicated classical experience that will truly be the best in the world.”
“Bringing the best of Primephonic to Apple Music subscribers is a tremendous development for the classical music industry,” said Thomas Steffens, Primephonic’s co-founder and CEO. “Artists love the Primephonic service and what we’ve done in classical, and now we have the ability to join with Apple to deliver the absolute best experience to millions of listeners. We get to bring classical music to the mainstream and connect a new generation of musicians with the next generation of audience.”
“Primephonic was founded to ensure that classical music will stay relevant for future generations,” said Gordon P. Getty, a major shareholder of Primephonic. “Primephonic and Apple together can realize that mission and take classical to a worldwide audience.”
Primephonic is no longer available for new subscribers and will be taken offline beginning September 7. Apple Music plans to launch a dedicated classical music app next year combining Primephonic’s classical user interface that fans have grown to love with more added features. In the meantime, current Primephonic subscribers will receive six months of Apple Music for free, providing access to hundreds of thousands of classical albums, all in Lossless and high-resolution audio, as well as hundreds of classical albums in Apple Music’s Spatial Audio, with new albums added regularly.