Universal Music launched its classical music website Sinfini Music in the UK in November 2012 as a way for people to discover (and buy) classical recordings. Now it’s expanding to Australia, with a similar mix of editorial and video. Universal is pitching the site as picking up the slack left by traditional magazines and sites: “In a time of shrinking classical coverage, we offer a new outlet for music fans to enjoy classical music, while being entertained and informed,” said general manager Tina Poyser in a statement. “We want to get classical to the widest possible audience and that’s what Sinfini does,” added Universal Music Australia’s Cyrus Meher-Homji in an interview with Billboard. “We want to make it the classical destination for Australia.” There’s been a lot of debate recently about whether classical is a genre ill-suited to the current generation of mainstream streaming music services – on complicated metadata grounds, for example – but Universal will be hoping its site can provide the discovery that some digital services are lacking.
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