Deutsche Grammophon has announced the launch of a new imprint with the aim of expanding the classical music genre.
The new label Panorama will be a home for “innovative artists and unique musical and creative projects exploring new spheres of classical music”.
The first release on Panorama will be the new album from platinum-selling German electronica dance act Schiller.
Panorama will have its own dedicated A&R team led by executive producer Christian Badzura who will work alongside Deutsche Grammophon's VP for A&R, Ute Fesquet.
The Schiller album is set for release on August 30 with future plans for the imprint including a ‘recomposed’ project from Jan Delay producer Matthias Arfmann a new album from award-winning soprano Mojca Erdmann (who recently recorded with Gold-selling Universal act, Die Priester), several soundtracks, and a Christmas album from award-winning film composer, Nigel Hess.
"Our goal is always to deliver incredible and innovative music right around the world, and Panorama is our additional new Deutsche Grammophon home for creative artists and projects,” said Deutsche Grammophon president Mark Wilkinson.
Schiller's Christopher von Deylen added: "It is my pleasure to be the first artist to release on Deutsche Grammophon's new Panorama label. ‘Opus’ blends classical melodies with electronica sounds, making it a perfect entrée to the Panorama portfolio."
Frank Briegmann, president Central Europe Universal Music and Deutsche Grammophon said: "Panorama is Deutsche Grammophon’s new ‘innovation lab’.
“Besides Deutsche Grammophon’s wonderful and established classical music productions, the label will create new sound-worlds, touching the borders and pushing the boundaries of the classical music genre.
“We will experiment with the unfamiliar - expanding our horizons as we look to bring new audiences to the wide-ranging world of classical music. There is no doubt in my mind: once people have experienced stars like Anna Netrebko, Hélène Grimaud and Albrecht Mayer on recordings such as Christopher von Deylen’s exceptional album “Opus”, they will be inspired by their art.
“I am particularly delighted that our new label will be launched by such a successful and forward-thinking artist as Christopher. I wish the artists and the Panorama team the all very best."