Apple is expanding its musical wing aka Apple Music by acquiring the renowned classical music streaming service, Primephonic.
Primephonic is a classical music streaming service that offers an outstanding listening experience with search and browse functionality optimised for classical, premium-quality audio, handpicked expert recommendations, and extensive contextual details on repertoire and recordings.
With the addition of Primephonic, the subscribers of Apple Music will get an improved classical music experience that begins with Primephonic playlists and exclusive audio content. Apple Music Classical fans, in the coming months, will get a dedicated experience with the best features of Primephonic.
The features will include better browsing and search capabilities. “We felt compelled to develop a streaming service that truly gets classical right—so that’s what we did over the last 3 years. But to fully achieve the next phase of our mission, we need to bring our classical streaming expertise to millions of listeners worldwide” says Primephonic on their website.
“We love and have a deep respect for classical music, and Primephonic has become a fan favourite 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 realise that mission and take classical to a worldwide audience.”
Right now Primephonic is not available to new subscribers. Starting September 7, the Primephonic service will be taken offline officially.