EMI focuses on crossover; revamped set-up targets broader mix of releases.(Classical)

The battle for classical market share is likely to intensify in 2005 following the restructuring of EMI Classics, a move widely seen as the UK-based major's response to the ongoing retail success of market leader Universal Classics.

Strategic changes to the way in which EMI produces and markets mainstream classical and classical crossover titles are already in hand to coincide with the transfer of overall responsibility on December 1 this year to Theo Lap, vice president of international marketing classics and jazz.

"We have got the message across that we're the strongest core classical label in the world," says Lap.

Although mainstream classics will remain a priority, EMI Classics is looking to boost its performance in the crossover market. "It makes sense to bring A&R and marketing closer together than ever before in the present market," adds Lap. "Because of the challenges of distribution, marketing has to be top of the list."

Lap adds that Peter Alward, who steps down as president and A&R supremo of EMI Classics on November 30, always recognised the importance of marketing. "We'll be continuing with business pretty much as before," he says, "but now our new A&R director Stephen Johns and our senior producers John Fraser and David ...