The 118-year-old classical music label has teamed up with Apple Music in a new partnership deal to offer playlists curated by Deutsche Grammophon.
The idea is to offer ‘a guide’, to ‘faithful followers’ and ‘novices’ who may not know how to begin navigating the complex maze of classical music.
The initial launch includes the introduction of nine playlists, with more to be added in due course grouped around repertoire and instrumental themes, as well as DG artists.
The offer carries on the idea of 2014’s curatorial streaming app DG Discovery that granted access to 450 albums for just £2.49 a month (£24.99 a year) – its iOS version has now closed.
The Apple Music venture will see regularly updated playlists marking composer, artist or premiere anniversaries. With the most prominent feature being Hear It First, a project to enable listeners to hear and preview selected tracks from forthcoming albums.
Said DG president Clemens Trautmann: ‘Deutsche Grammophon’s ambition with this curator channel within Apple Music is to be a destination of choice for both classical aficionados and those actively seeking musical guidance.
‘In the vast ocean of classical music recordings, Deutsche Grammophon is best positioned as a global brand of excellence to serve as a beacon of listening quality.’
Fans can find Deutsche Grammophon in Curator Playlists via the New tab on Apple Music.
