Alpha Play is a streaming platform for classical music. Unlike Spotify, they don’t rely on algorithms to create their playlist. Alpha Play works with experienced and renowned musicologists to handpick the music. Their playlists are curated by humans, not by algorithms.

With ‘Hyper Curated Playlists’, we created a PR-story and digital campaign to launch Alpha Play to a broad audience. Conductor Philippe Herreweghe and popsinger Daan each curated their own playlists from a very personal point of view.