The Milwaukee Symphony Orchestra announced the launch today of MSO Classics, an e-label created specifically for digital distribution of its recordings at the iTunes Music Store and other digital music stores and services, including Yahoo! Music, Napster, RealNetworks Rhapsody, and MusicNet outlets including AOL, Virgin, and HMV, via a worldwide digital distribution deal with IODA, the Independent Online Distribution Alliance. The Milwaukee Symphony Orchestra is the first American orchestra to distribute, through digital music stores, recordings previously unavailable for purchase. Performances on “MSO Classics,” an e-label owned by the Symphony, will be available for 90 days, beginning today, exclusively on the iTunes Music Store – the world’s most popular digital music store.
“The Milwaukee Symphony Orchestra has always been a pioneer – in the world of new music, through innovative programming and by being the first American orchestra to visit Cuba,” said Andreas Delfs, MSO Music Director. “Now a new age for classical music distribution has begun, and we are pioneers once again.”
I firmly believe that iTunes and other forms of online distribution will be a huge thing for symphonic music in America and the rest of the world. The “good old days” of frequent recordings beefing up the paychecks of symphony musicians are long gone. New methods of distribution need to be explored, and symphony orchestras are finally beginning to take some progressive steps.
I have written about classical music and iTunes several times in the past. You can read about other classical music/iTunes developments on these previous posts:
New iTunes innovations
Last holdout bands join iTunes
Big demand for classical downloads
It is great that the Milwaukee Symphony is also putting their music up on IODA Promonet. Many people may not be aware of Promonet–it is a service similar to the Podsafe Music Network, only for musicians on record labels. The PMN is generally for independent artists. Promonet allows podcasters to play certain tracks from artists on their podcast, and as podcasting continues to mushroom in popularity this will be an increasingly smart way to market classical music. Podcasting is great for narrowcasting to a specific audience. The audience for classical music is a small but loyal percentage of the population, and as podcasts continue to become more mainstreamed and more classical music fans start subscribing it will be perhaps the best way to market this music. Being one of the first to market will be a very good thing for the Milwaukee Symphony.
The Milwaukee Symphony should start a podcast about their upcoming performances, play clips from their archives, and offer links to purchase the archived tracks from iTunes on their website.
I would love to see orchestras begin to organize their websites like a blog. Each week could be a new blog entry on the website. That entry would include a podcast for the week highlighting the music being played, links to download all of the tracks from the orchestra archives (for a fee), embedded video of an interview/performance clip with either the guest artist, conductor, orchestra musician, or music lecturer, a blog entry about what was happening behind the scenes for that week (see Brian Dickie‘s blog for a great example of this kind of blog), and Amazon/Borders/Barnes & Noble links to purchase albums containing these pieces. Orchestras could set up affiliate accounts with these three companies and thereby get a cut of each recording sale even if they had no involvement with the recording.
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