Everyday Rather Live in Classics Eras

Radio manufacturer Pure produces Deutsche Grammophon Edition radio

Radio manufacturer Pure has joined forces with Universal Music to produce a range of co-branded products – and the first example is the Pure Evoke Mio Deutsche Grammophon edition, a DAB/FM portable radio finished in DG yellow and with the record label’s logo on a plaque on the top panel. Selling from today for £140 through John Lewis and Pure’s own website – which is powered by Universal Music UK –, the radio also has an input for an iPod or MP3 player, 30 presets to store favourite radio stations and alarm and kitchen timer functions. Mains-powered, it can also accept an optional rechargeable battery pack, giving up to 24 hours of listening on a single charge, and enabling it to be taken around the house or out and about. Pure director of marketing Nick Hucker explains the tie-up was driven by the growth in classical music radio listening: ‘Classic FM is the UK’s favourite classical music station with a weekly audience of over 5.6 million people and listening to classical music is increasing with both Classic FM and BBC Radio 3 showing a year on year increase in listening hours.’ Meanwhile DG President Mark Wilkinson says he hopes that ‘this partnership will help us spread the joys of classical music to as wide an audience as possible in the digital era.’