SINFINI MUSIC
13 August 2014 - Press releaseThe new classical music portal and brand today launched by Universal Music Australia
Launched this morning in Sydney, SINFINI MUSIC is the new destination for classical music.
Straightforward and jargon-free, SINFINI MUSIC aims to invigorate the classical music industry, utilising the full potential of digital media. Embracing every possible editorial format, from written features to video animations, quizzes, cartoons, and exclusive filmed sessions, SINFINI MUSIC invites audiences to interact, discover and explore all areas of classical music. Specially curated Spotify playlists, expert guides to the best recordings, as well as digital and physical buy links, all encourage further musical discovery. Owned by Universal Music, the site is editorially independent, label agnostic and open to all artists, venues and record companies.
Launched in the UK in November 2012, Australia is the first country outside this central destination to launch its own dedicated SINFINI MUSIC site. “Given Australia’s vibrant classical music scene, a classical music website that makes the genre fun and attempts to defrost and demystify it makes perfect sense,” says George Ash, President, Universal Music Asia Pacific. “And it’s also worth noting that many other services have chosen Australia as their second launch market – among them, Google Play Music All Access, iTunes Radio and Beats Music.”
“SINFINI: it’s a website that is part magazine, part shop, and I think it has everything that’s good about classical music. It has something for the expert and something for the novice. And it’s presented in a very interesting, slick, and easy-to-use way… The whole idea is to open up classics and make it more accessible and fun,” says Max Hole, Chairman & CEO, Universal Music Group International.
In addition to a plethora of features written by some of the leading classical music figures around the world, including columnist Norman Lebrecht, the Australian site has already established a strong pool of journalists, including Martin Buzacott (‘The Buzz’), Christopher Lawrence, Harriet Cunningham and Melissa Lesnie. The site will also feature its very own television program (also broadcast terrestrially on Studio and other television channels in Australia) hosted by Cyrus Meher-Homji, General Manager: Classics & Jazz, Universal Music Australia. This magazine-style program features some of the latest classical recordings, behind-the-scenes footage at recording sessions, and developments in recording and classical music technology
“The response to SINFINI MUSIC has been overwhelmingly positive,” says Tina Poyser, Vice President Business Development Classical and General Manager Sinfini Music. “In a time of shrinking classical coverage, we offer a new outlet for music fans to enjoy classical music, while being entertained and informed. We’re delighted that we’re reaching a growing international audience, and the launch of SINFINI MUSIC Australia is just the first step in localising our content for other markets.’
SINFINI MUSIC was recently appointed the first ‘Digital Media Partner’ of the Edinburgh International Festival. In Australia, SINFINI MUSIC is actively forging relationships with media, educational and performing arts organizations. SINFINI will also become a leading brand for classical music events in Australia.
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