Early this morning – actually, in the dead of night – a new music magazine was born. No fanfares, no press release, just the start of a new day.
This being 2012, it is an online magazine without a print outlet and with many of the animated features that print cannot provide.
It is called Sinfini Music and it has been created by the Universal Music Group to combat the unstoppable decline of music coverage in mainstream media. It is, however, not a Universal promotional vehicle.
Editorial independence has been guaranteed to all who have requested it. I have agreed to contribute to the magazine in certain specific ways that will not compromise my freedom to comment on Universal’s activities in other spheres and media.
You will see from today’s front page that I shall be writing an Album of the Week spot (the first is an extraordinary Shostakovich 7th on Orfeo). I shall also deliver a periodical video rant and conduct a series of Lebrecht Interviews with major artists, mostly on video.
Sinfini also features a flourish of informative and reference articles, music to see and hear, charts and celebrity spots.
This, then, is the media benchmark for classical music in the online age. And this is just the beginning – there is plenty more to come, I’m told.
So, take your first look at Sinfini and tell us what you think.Bookmark it. The future starts here.