Apple is investing quite a chunk of money into classical music. The company announced that it has acquired Primephonic, a platform that specializes in streaming the classical genre. Apple says they plan on incorporating the app’s functionality into Apple Music in order to deliver a “significantly improved classical music experience”. In addition, Apple says they are working on a standalone Apple Music app just for classical music.
Since the acquisition, Primephonic is no longer accepting new customers and sign-ups to the service. In addition, the company will shut down on 7 September 2021 in order to start the transition over to Apple. In the meantime, Apple will launch a special “Primephonic Playlist” on Apple Music that will host exclusive content.
Apple is also expected to tweak the classical music experience on its app. The company says users will soon be able to search for certain composers and other metadata.
“We will add the best features of Primephonic, including better browsing and search capabilities by composer and by repertoire, detailed displays of classical music metadata, plus new features and benefits.”
The whole Primephonic move is great for Apple and its user base. The company just recently launched its spatial audio that will complement the classical genre greatly. If anything, the genre benefits the most from the new spatial audio experience compared to other genres.
Primephonic says they are excited about the future and look forward to joining Apple Music. Current subscribers will receive a pro rata refund and six months of free Apple Music when the service launches.
Three years ago, Primephonic was launched to create a better future for classical music by addressing the challenges and complexities of the genre for the streaming era. 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
As a classical-only startup, we can not reach the majority of global classical listeners, especially those that listen to many other music genres as well. We therefore concluded that in order to achieve our mission, we need to partner with a leading streaming service that encompasses all music genres and also shares our love for classical music. Today, we are therefore thrilled to share a great step forward in our mission – Primephonic is joining Apple Music!
We are working on an amazing new classical music experience from Apple for early next year, but unfortunately, the Primephonic service will be taken offline starting September 7. You may continue to use it at no charge until then.