Rhinegold Photo credit: Patrick Allen

Melissa Bradshaw

AAM becomes first ensemble of its kind to exceed 1 million monthly Spotify listeners

2:47, 16th October 2019

The Academy of Ancient Music (AAM) has become the first period instrument ensemble to ever surpass one million monthly listeners on Spotify.

Listening figures on the streaming service have seen an increase for AAM since the release of their new recording of Handel’s Brockes-Passion on 4 October 2019. The recording became the first major Handel work ever to feature at the top of the UK’s specialist Classical Chart last week, and secured the No. 2 position in the main Classical Chart upon release – making it only the second Passion setting by any composer to feature at the top of any UK classical chart in over a decade.

AAM’s chief executive Alexander Van Ingen tells Classical Music: ‘Seeing this positive response from listeners is enormously encouraging for AAM’s digital strategy, and confirms our belief that through streaming we can reach huge numbers of people across the UK and abroad. Many of these listeners will be people with little easy access to live music, and we are very happy to be able to serve them brilliant performances from AAM’s first-class musicians. These listeners are not always a ‘traditional concert audience’ either – we know that 40% of our Spotify listeners are under 27 years old; and 60% are under 34.

‘It is likely that many of these listeners are new to classical music, too, and Spotify gives them an ideal route in to explore the vast array of performances available. The ability that Spotify delivers to try a variety of performers, works, interpretations, playing styles and so on to find what resonates for any given listener is hugely powerful. A year ago our monthly listeners were around 600,000, and most people interested in classical music would already have been aware of the Academy of Ancient Music from our near-50-year recording history; this suggests than many of the recently increased listenership may be new to the classical artform, which is superb news not just for AAM, but for the sector more widely.’

Music director Richard Egarr adds: ‘AAM has officially now become 1 in a million! How fantastic that there is so much love and support for our incredible Academy. Thanks to all for listening; we are immensely proud of AAM’s great recorded history throughout the inspirational Hogwood-led recordings through to the present day, and grateful for the support of our record labels from Decca and L’Oiseau-Lyre through Harmonia Mundi, Linn, Warner, Naxos, EMI, Philips, and our very own AAM Records.’

Listen to AAM’s recording of Brockes Passion here.


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