Lang Lang deploys digital tactics for ‘Piano Book’ album


Pianist Lang Lang likes to have fun with technology: we remember him playing ‘Flight of the Bumblebee’ on-stage using an iPad and the Magic Piano app back in 2010, for example. On Friday, he released his latest album ‘Piano Book’ through UMG subsidiary Deutsche Grammophon, and there’s some inventive digital shizzle going on around it.

For example, in February he played a concert in Shanghai with Luo Tianyi, a Chinese pop idol… who happens to be entirely virtual. You can see the human-meets-hologram concert on YouTube.

Lang Lang also broadcast on Facebook Live on Friday to celebrate the launch of ‘Piano Book’, answering fans’ questions and showing them a few tips on playing the piano.

Billboard adds that the album will be the first ‘core classical’ album campaign to use vertical videos on Spotify, as part of the label’s push to connect classical music to streaming consumers. Talking of which… Deezer teamed up with London venue the Royal Albert Hall last week to trumpet a 270% growth in streams of its biggest classical playlist, while claiming that under-35s account for 43% of its listeners. The last Royal Wedding, as well as exam-revision, are pinpointed as drivers behind the trend.

Stuart Dredge

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