[PIAS] is delighted to announce a global digital distribution deal with LSO Live, the in-house label of the London Symphony Orchestra.
The new, long term partnership will enable LSO Live and its associated labels to leverage [PIAS]’s significant resource and classical expertise around the globe.
On the heels of this new partnership, LSO Live ran its biggest ever campaign in the history of the label. At the core of this campaign, which focuses on major tours to the USA and China and on key events in London, is the introduction of classical music to new audiences around the world.
Through a collaboration with Apple Music and the creation of a new home on the streaming service, applemusic.com/lso, the LSO has made classical music an experience using a collection of playlists which take human emotions as their theme and are curated with classical music discovery in mind - Adventure, Mystery, Passion, Transcendence, Vigour and Wonder. This campaign also included a major advertising campaign in and around London which saw various London transport stations come alive with striking visuals created using motion capture technology based on the movements of LSO Music Director, Simon Rattle, while conducting.The campaign also extendsacross online media in multiple markets around the world, not least in the US and specialist activities in China.
In addition to LSO Live, the LSO family of labels, including Choir of King’s College, Cambridge, Mariinsky, and Colin Currie Records will join the [PIAS] label roster.
Forthcoming releases include a new recording of Shostakovich’s Symphony No. 5 conducted by Gianandrea Noseda on LSO Live, a celebration of 100 Years of Nine Lessons & Carols from the Choir of King’s College, Cambridge, Valery Gergiev’s first recording of Stravinsky’s Petrushka on the Mariinsky label, and an album of trumpet and percussion works featuring Colin Currie and Håkan Hardenberger titled,The Scene of the Crime.These labels join other labels such as Mirare, Rubicon Classics, and Aparté, as well as the world-renowned, [PIAS]-owned label, harmonia mundi.
Adrian Pope, Chief Digital Officer at [PIAS] said, “We’re delighted to add LSO Live’s digital business to our portfolio of pre-eminent classical labels and repertoire. I cannot speak highly enough of the LSO Live team and their positive approach to expanding their audience through digital media. We’re in exciting times both in terms of evolving digital media as well as the next chapter for the LSO under Simon Rattle. We’re very much looking forward to driving innovative and dynamic global digital campaigns together and having some fun along the way!”.
Becky Lees, Head of LSO Live said, “LSO Live enthusiastically welcomes its relationship with [PIAS]. Their expertise in this field brings a means of reaching a global audience which is a key to our future plans and will further our labels’ digital offering.”