20 Jun 2018

LSO Live is live

The London Symphony Orchestra’s pioneering record label, is launching its entire digital catalogue on Apple Music today.

To mark the launch, London’s rail and underground network are coming alive with a campaign created by Superunion including collaborations with digital artist Tobias Gremmler and motion studio Mainframe, their imagery capturing the emotional power of LSO’s performance through colour, texture and motion capture data of Sir Simon Rattle conducting.

The campaign captures passion, transcendence, mystery, adventure and more – all as experienced By the London Symphony Orchestra – and will appear at over 300 individual printed and digital poster sites, including all mainline rail stations, digital escalator panels throughout central London, and full page advertising in the Metro newspaper. In addition to this, a worldwide digital campaign reaching 1.4 billion people with digital ads and stories across social media and websites will reach audiences in the UK, Western Europe, Canada, Japan, South Korea, Singapore, Hong Kong, Indonesia, Vietnam, Taiwan, Macau, Malaysia, Russia, Australia and New Zealand.

The launch coincides with the exclusive release of the Orchestra’s anticipated Shostakovich Symphony Cycle with Principal Guest Conductor Gianandrea Noseda with Shostakovich’s Symphony No 5 made available exclusively on Apple Music.

Classic LSO film score recordings, contemporary British music from Thomas Adès, Mark-Anthony Turnage and Sir James MacMillan, as well as LSO videos from live Barbican performances by Sir Simon Rattle, François-Xavier Roth and Valery Gergiev also feature, as well as specially curated playlists.  

The launch of applemusic.com/lso comes as the LSO has embarked on a major, seven-city tour to China led by Gianandrea Noseda with pianist Yefim Bronfman. With the support of Apple Music, the LSO has launched on WeChat and Weibo, the leading Chinese social networks. 

According to Edward Appleyard, LSO Marketing manager, the LSO Live on Apple Music is the biggest campaign launched by the London Symphony Orchestra to date, with the potential to reach more people than watched LSO play Chariots of Fire with Mr Bean in the London 2012 Olympic Games Opening Ceremony.