Because Apple Music will play with Primephonic
Apple focuses on classical music: the Cupertino giant has announced the purchase of Primephonic, a streaming service dedicated to that musical genre
The Cupertino giant is betting on Beethoven and Mozart to win the music streaming competition.
Apple will reportedly launch an app entirely dedicated to classical music in 2022. And ahead of Apple Music Classical, the company announced yesterday that it has acquired the classical music streaming service, Primephonic.
The Amsterdam-based service, launched in 2014, will bring a focus on a musical genre so far left on the sidelines in Apple Music's generalized approach to streaming .
"Artists love the Primephonic service and what we have done in classical music, and now we have the opportunity to join Apple to deliver the absolute best experience to millions of listeners," said Primephonic co-founder and CEO Thomas Steffens in Apple's release. "We can bring classical music into the mainstream and connect a new generation of musicians with the next generation of audiences."
DETAILS OF THE OPERATION
Apple has announced that Primephonic playlists and "exclusive audio content" will be the first to be integrated into Apple Music.
Primephonic's streaming service will effectively be discontinued as a standalone offering as it is absorbed into the broader Apple Music platform. Primephonic will close permanently on September 7, while Apple prepares to launch a classical music app based on its streaming service in 2022.
In the future, it will add "the best features of Primephonic, including improved navigation and search capabilities by composer and repertoire, detailed views of classical music metadata, as well as new features and benefits".
While the new classic service is underway, the company is offering existing Primephonic users six months of free Apple Music.
WHAT IS PRIMEPHONIC
According to an interview with Primephonic's CTO published last year, the service has been launched in 150 countries, reports TechCrunch . "It also appears to have an older demographic than more generalized streaming services."
“Most of our users are over 55 and highly educated and relatively affluent,” Henrique Boregio told Mixpanel in 2020. “We joke in the office that we don't know if you start to like classical music and then get rich. , or if it's the other way around. "
THE STRATEGY WITH APPLE MUSIC
“As a purely classical startup, we cannot reach the majority of global classical music listeners. Particularly those who also listen to many other musical genres, ”the company wrote in a note on its web page . “We therefore concluded that to achieve our mission, we must partner with a leading streaming service that embraces all genres of music and also shares our love for classical music,” concluded Primephonic.
A NEW OFFER FOR APPLE MUSIC CLASSICAL
The acquisition adds to the Cupertino-based company's growing library of more than 75 million songs available to Apple Music customers. Spotify, the leading music streaming platform on the market, follows suit with over 70 million songs.
Finally, the Bitten Apple company outlines what Apple Music's new offering will be: “Apple Music Classical fans will have a dedicated experience with Primephonic's best features, including improved navigation and search capabilities by composer and repertoire. , detailed views of classical music metadata, plus new features and benefits ”.
THE “MUSICAL” SHOPPING OF THE COLOSSUS OF CUPERTINO
As CNBC recalled, "Apple quietly buys dozens of companies each year, often to acquire engineers with expertise in particular areas or to add key technologies to an ongoing initiative."
But some of the company's biggest and most high-profile acquisitions have been in the music space. In 2014, Apple bought the music streaming service and headphone manufacturer Beats for $ 3 billion, and in 2017 the music identification service Shazam for a price of about $ 400 million. In 2018, he bought Platoon, a service to help users discover artists, for an undisclosed sum.
This is a machine translation from Italian language of a post published on Start Magazine at the URL https://www.startmag.it/innovazione/apple-music-primephonic/ on Tue, 31 Aug 2021 08:35:20 +0000.