Sony goes direct to classical lovers with Ariama

October 5, 2010

ClassicalHere’s an interesting one: Sony Music is launching a new store called that will sell classical music downloads and CDs from over 50 labels, including choices fromĀ  its rival majors (Universal Music, Warner Music and EMI).

The question is why? The corporate answer is that Sony is trying to reach out to classical music lovers who might feel under-served by, I don’t know, Wal-Mart? The point is that the retail environment for all forms of popular music has shrunk terribly in recent years and no doubt classical is suffering, too.

“We think classical consumers are an important under-served segment of the music buying population, and we have designed Ariama as an answer for fans experiencing an increasingly difficult time finding compelling retail options for classical CDs and downloads,” said Sony’s global digital chief Thomas Hesse in a statement.

Sony hopes Ariama won’t just be a placeĀ  for sampling and buying classical music but also plans to feature editorial content and music recommendations to build to eventually build a community.

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