Apple Music has announced a partnership with Deutsche Grammophon (DG) to further expand its offering of curated music channels on its streaming platform.
Signposted as the destination for everything ‘essential’ in classical music, the new long-term collaboration between the companies will see DG curating classical music playlists and listening experiences for Apple Music users.
At the centre of this partnership is the DG Playlist, a classical music experience that is regularly updated to feature new content, performances and events in the world of classical.
Classical audiences are a demographic typically under-served in the era of streaming, Apple Music hopes this move will secure their loyalty and interest to the service.
Alongside its playlisting efforts, DG will also be showcasing visual albums with performances from artists like Daniil Trifonov and Ildar Abdrazakov.
In celebration of the collaboration, classical artists Peter Gregson, Rolando Villazon and Daniil Trifonov will curate Mozart, Back and Beethoven music channels respectively for listeners.
Deutsche Grammophon president Dr. Clemens Trautmann said the partnership hopes to ‘enable discovery and provide orientation to everything that is essential in classical music’.
Apple Music’s Jonathan Gruber said: ‘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.’