CLIENT - IN-HOUSE FOR AUDIO NETWORK
ROLE - CREATIVE BRAND MANAGER

The Classical Collection 

IN BRIEF

Timeless Stories. Unforgettable Music.

While classical music has been recorded countless times, Audio Network set out to create something distinct - focused on the production values found in contemporary film scores rather than traditional concert performances. The goal was to provide editors with maximum flexibility by offering expertly recorded pieces from renowned orchestras, choirs, and soloists at Abbey Road Studios. The collection offers versatile, editor-friendly versions of classical works, including instrumental or underscore versions, operatic arias without soloists, and choral pieces without choirs.

APPROACH

The Classical Collection was designed with an editor's perspective in mind, ensuring the design reflected that every piece of the adapted famous works would bring new energy and impact, while being versatile enough for various production needs:

• Tailoring Design to match Recordings: reimagining the classics with production in mind, meant showcasing the vast array of emotion present in the pieces. Evoked through a balancing of traditional elements, captured via a modern lens.
  

The collection, made at Abbey Road Studios with world-class orchestras, aimed to bridge the gap between classical purity and modern film score requirements, providing an unprecedented level of choice and usability.

RESULTS

Launched in April 2019, the rebrand of the Classical Collection was an overwhelming success, delivering significant long-term revenue growth:

• +26% total revenue YOY in the first year post-launch.
• +10% average revenue between 2020 and 2024, consistently above pre-rebrand benchmarks.
• Year 2: +17% above target
• Year 3: +9% above target
• Year 4: +9% above target
• Year 5: +6% above target

Cumulative revenue over five years totalled £1,059,870, reflecting strong, sustained demand.On the engagement side, downloads surged:

• +101% increase in downloads in the first quarter post-launch.
• +43% downloads YOY.
• Between 2020 and 2024, downloads consistently averaged +39% above pre-rebrand benchmarks, totalling 202,900 downloads across the period.

The collection successfully merged the grandeur of classical music with the practical needs of modern editors, positioning Audio Network as a leader in providing production-friendly classical content.