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Universal launches new classical label, appoints emerging markets VP

By | Published on Thursday 5 April 2012

Universal Music

Universal Music has announced it is launching a new classical label utilising the major’s Mercury brand. Mercury Classics will sit alongside UMG’s existing classical labels Deutsche Gramophone and Decca, and will be headed up by Alexander Buhr, who has a decade’s experience working at the major for the Deutsche Gramophone division. The new classical imprint will look to work with both new and established classical talent to “bring a distinctive and fresh perspective to classical music”.

Confirming the new label, UMG International’s COO Max Hole told CMU: “There’s no better time to take audiences for classical music beyond their imagination, and there’s no one better to deliver on that promise than Alex. We’re confident that he will lead Mercury Classics with distinction and flair”.

Meanwhile Buhr himself commented: “There has rarely been so much opportunity to find new ways of looking at classical music. There is an audience hungry for new experiences and the boundaries between musical genres are becoming more penetrable. Mercury Classics will be a home for artists who are aware of classical music’s great heritage and who are searching for their own way of approaching it and extending the tradition for our time. The aim is to create, nurture and support music of integrity”.

Elsewhere in Universal Music news, the major announced the appointment yesterday of existing exec Laurent Hulin to the new role of VP Emerging Markets. He will report into Global Head Of New Business Olivier Robert-Murphy, who told CMU: “The new music landscape in all emerging markets has seen a surge in high-quality content powering the uptake of services, products, access and devices, with major brands relying ever more heavily on music to drive their offerings. In his new role, Laurent will continue his focus on partnering with companies to structure ground-breaking initiatives and to create innovative and sustainable new business models”.



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