Classical streaming comes of age as orchestra gives fans new reasons to go digital

The stereotype of classical listeners doggedly clinging onto their CDs as the format slides gently into obscurity is finally getting the boot.

For years though, it’s not been far off the truth. Mainstream classical streaming sites just couldn’t offer the audio quality classical aficionados were after, and fans and novices alike found that platforms just couldn’t cope with the complexities of searching for classical work – with sometimes hundreds of recordings of the same work and the complications of opus and catalogue numbers.

Now, one London orchestra, the Philharmonia, known for its embrace of digital alongside tradition, is taking a bold step in encouraging its fans to make the switch to streaming, announcing a deepening partnership with Apple Music, while maintaining its presence on other streaming platforms.

With listener’s discovery of music increasingly aided by expertly curated themed playlists, the Orchestra has been announced as having achieved ‘Curator Status’ on the platform. The new status allows the orchestra to create unique content for its listeners, giving its fans the opportunity to dive deeper into the orchestra’s projects and series, letting them in on the musical passions of musicians, conductors and experts and providing a special insight into the history, repertoire and artists of the orchestra.

The move builds upon the orchestra’s existing relationship with Apple, with a series of exclusive releases on the platform over the last year, added to today with a new recording of Weber’s Oberon Overture. 

The Orchestra made the move to Apple inspired by the platform’s commitment to the classical genre, with an interface and search specifically designed for classical music, astoundingly crisp and clear high quality audio and the world’s biggest classical library at users fingertips.

Alongside the exclusive new release the orchestra today launches two new expertly curated playlists. The first, a new Nordic Playlist, trails the orchestra’s upcoming Nordic Soundscapes series of performances.

Curated by top Nordic music expert Andrew Mellor, it gives audiences a taste of what to expect from the live events, while allowing Philharmonia fans the world over an insight into the programming, artists and themes of the festival.

Andrew Mellor says ‘There’s more to Nordic music than Grieg, Sibelius and Nielsen…but they’re a good place to start. This playlist also includes folk music and music from the Sámi people, Europe’s only indigenous tribe and guardians of its oldest continuing musical tradition.’

A second playlist, The Music of Santtu-Matias Rouvali – A Conductor Spotlight showcases the mercurial spirit and unflagging curiosity of the Orchestra’s singular Principal Conductor. It features his unique interpretations of works including symphonies by his compatriot Sibelius’s as well as Tchaikovsky’s Swan Lake and music by Stravinsky, with each piece on the playlist demonstrating Rouvali’s fresh, free-thinking approach to the repertoire, combined with his meticulous attention to detail.

Rebekah Holloway, the Philharmonia’s Director of Marketing and Communications said: “From immersive off-stage musical experiences like Re-Rite back in 2012 through to today’s pioneering VR that puts you at the heart of an orchestra, the Philharmonia has consistently been at the cutting edge of digital innovation in our sector. Our deepening partnership with Apple Music only serves to underline this, and our determination to take our music to the widest possible audiences, be it in person, via a headset or in the comfort of your own home”

Apple Music’s Jean-Bernard Derquer said “We can think of few better matches for Apple’s innovation in music than the fresh approach the Philharmonia has to reaching its fans. It’s enthusiastic embrace of new technology coupled with the energy and ever-curious mind of Santtu, their Principal Conductor, are inspiring to see – not just for us, but for listeners too”

The two playlists are just the start. The next year will see brand new playlists released every other month, together with six brand new pieces of content, all connected to the Philharmonia’s live concerts and projects.

This Curator Status builds on the exclusive partnership between Philharmonia and Apple Music Classical, which was announced in Oct 2023 and has included releases of previously unpublished recordings, plus new Dolby Atmos editions: Philharmonia Orchestra announces partnership with Apple Music Classical.