October 3, 2022

Apple’s acquisition of Primephonic in 2021 left the classical music world in wonder. Why would the world’s largest company be interested in such a tiny niche classical music company?

This week, we find out:

• The big idea: Will Apple Classical finally see the light of day?
• Chart: Study confirms largest demographic for classical music online
• Predictions: 20 predictions for the future of music
• Cartoon of the week
• Around the web: Lizzo’s 200-year-old crystal flute, Toronto Symphony Ice Cream, what animals say into a tiny mic, plus more curious internet finds.

CLASSICAL CHARTS

THE BIG IDEA

Will Apple Classical Finally See The Light Of Day?

Ever since Apple acquired Primephonic in August 2021, there was an assumption, and much talk, of the development of Apple’s own targeted classical music streaming service. In fact, Apple promised its classical music-loving users improved service.

Relying largely on sparsely worded company updates, industry rumours swirled again in late 2021, when the project was said to be an ongoing process.

Now, in the fall of 2022, curious people at a Google-dedicated news service uncovered more clues in the code of the beta version of the Apple Music app that was uploaded to the Google Play Store in late summer 2022.

It took decompiling to notice that the beta version of the update includes specific mentions of Apple Classical in the backend code. It would seem to confirm rumours that the company’s plans were to launch a separate, stand-alone classical music app alongside its standard Apple Music all along.

Why does classical music need its own streaming service?

Classical music is… different

The upside of streaming classical music is that it has introduced many new listeners, and according to some research, a new generation to its many joys. Up to a third of streamers say they listen to classical music at least some of the time.

The downside comes for anyone whose interest goes beyond simple exploration.

• Apple, Spotify, and other streaming services index searches by song/track title;
• Classical music lovers search not only for a specific piece, but a specific performer – and even a specific performance;
• The searches, in other words, require many more parameters.

If you prefer the Czech Philharmonic’s 1978 version of Mahler’s 5th to their 2022 release of the same symphony, finding it is a bit of a haphazard process. Certainly, you’d have to already know it exists, or you’d simply take the first option the algorithm gave you.

That’s where dedicated classical music streaming services come into the picture.

Talking about the acquisition back in 2021, Oliver Schusser, VP of Apple Music and Beats, said, “We love and have a deep respect for classical music, and Primephonic has become a fan favourite for classical enthusiasts. 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.”

References to Apple Classical in code were previously found in a beta version of iOS 15.5, and an Android version of Apple Music. The evidence isn’t conclusive, of course, and may be laying the groundwork for another future version of iOS.

In the meantime, Apple users who love classical music can only wait to see whether the company will reach its self-imposed deadline of 2022 for the Apple Classical release.

THE LATEST

Opinion: Sondra Radvanovsky knocks it out of the park in the MET Opera’s season premiere of  Cherubini’s ‘Medea’

Must see: Randall Goosby makes an incredible debut on NPR’s Tiny Desk Concert. 

Triumph: Yukine Kuroki wins Liszt Utrecht 2022 piano competition.

Fluting: Lizzo made history last week by playing the Library of Congress’ 200-year-old crystal flute.

Looking Back: With the news about Apple Music move into classical music, here’s a timely piece written by Anne Midgette nearly 20 yerars ago.

Orchestra Moves: Toronto Symphony Orchestra launches custom ice cream to celebrate 100-year anniversary.

Glitz: The annual Gramophone Classical Music Awards kicks of this week,  Tuesday, Oct 4, 2022. The shortlisted artists include Anna Lapwood, Mitsuko Uchida and Kirill Petrenko. See here to get up to speed.

Politics: The Ukraine War is killing Russian Classical Music.

CHART

Royal Philharmonic Orchestra, Deezer,  and BPI partnered on a study to explore the listening habits of people over the pandemic.

The results may shed light on why big tech companies like Apple Music have been taking classical music much more seriously.

The study, which was conducted during the COVID-19 pandemic (May 2020), found that orchestral music had grown by 17% among young people during the lockdown.

Other key insights

• In a one-year period (April 2019-2020), there was a 17% increase of Classical listeners on Deezer worldwide. 

• In the last year, almost a third (31%) of Deezer’s Classical listeners in the UK were under 35 years old, a much younger age profile than those who typically purchase Classical music. 

• RPO’s research found that under 35s were the most likely age group to have listened to orchestral music during lockdown (59%, compared to a national average of 51%).

• There were a greater number of female listeners in the UK listening to Deezer’s Classical playlists during the lockdown.

• Classical fans preferred mood-based music during the lockdown. Streams on Deezer’s ‘Feel Good Classical’ playlist grew by 424% in the third week of March compared to the week before.

• 35% of respondents in RPO’s research feel orchestral music helped them relax and maintain a sense of calmness and well-being, with 18% saying listening had lifted their spirits.

• RPO’s research found under 35s were most likely to say they intended to support arts organizations to help them make up for lost income after COVID-19 restrictions are lifted (64% compared to a national average of 43%).

• Classical fans appreciate a full body of work and over-index on album plays. They also have a broad taste in music, listening to many more genres than fans of Rap or Rock.

PREDICTIONS

20 Predictions For The Future Of Music

Ted Gioia is a music historian and author who writes pne of the best music newsletters going: The Honest Broker.

This week he had a mysterious dream, and woke up with 20 predictions for what music will look like…

…Ten years from now

1. The only child of the CEO of Google/Alphabet will date a musician with no discernible talent, but who now suddenly shows up everywhere on search engine results and even wins a prominent music industry award.

2. A major Silicon Valley company will announce that it has created the ‘next Beethoven’ with quantum computing technology.

3. A legitimate musical counterculture will arise, with a cadre of new artists achieving superstar status while rejecting the roles of influencer and content provider. The motto “music comes first” will be a key part of their marketing message. The movement will have a name, but that word doesn’t exist yet.

4. Web platforms will have destroyed record labels—which will no longer play a meaningful role in building the careers of new artists.

5. A reality TV show will launch a very popular song competition. But only children under the age of 8 will be allowed to vote. The success of the show will create a popular new genre known as TDM (Toddler Dance Music). It will even get its own Grammy category.

Read the full list here.

AROUND THE WEB

🪕 On this day: On October 3, 1967, Woody Guthrie, godfather of the 1950s folk revival movement, dies

🦀 Interesting: Scientists in the U.K. have discovered that if they add some bright lights to a trap, scallops queue up like it's Studio 54

🎬 Film: ​​The top 20 most confusing films of all time

🎹 Neat: A musical rhythm game you can play on your computer

♈ Horoscopes: Tchaikovsky was a sensitive Taurus, Hindemith a resourceful Scorpio. The signs of the astrological zodiac and the composers who fit the bill

🎤 Aww: And now, what animals say into a tiny mic

CARTOON OF THE WEEK

(Source: 'don't shoot the pianist'/Eugene Chan)

How did you like today's email?

Today's email was brought to you by Anya Wassenberg and Michael (reading the runes) Vincent.

CONTACT US