EMI stakes future of classical recordings on Rattle box set of Beethoven symphonies

A CD box set of all nine Beethoven symphonies, conducted by Sir Simon Rattle, was released in Britain yesterday in what is being regarded as a crucial test for the future of classical music recording in this country.

The performances with the Vienna Philharmonic cost EMI Classics more than £1m to record and market. They represent a radical return for the music industry to the core classical repertoire after years spent concentrating on populist acts such as Bond and Vanessa Mae.

Executives across the industry are privately holding their breath to see whether the gamble will pay off. Until Sir Simon's recording of Mahler's fifth symphony with the Berlin Philharmonic became a number one hit last autumn, a symphony had not gone to the top since Henryk Gorecki's third symphony sold 750,000 copies a decade ago.

With classical music facing tough times, rivals Sony and BMG have given up signing new artists and releasing new recordings of core repertoire. EMI executives feared the chances of new stars getting the chance to record much-released favourites such as the Beethoven symphonies were slim because there were too many versions in the back catalogue.

But at the weekend, EMI Classics gave Sir Simon the kind of star treatment the pop industry takes for granted by flying more than 150 sales, marketing and press staff from as far as Australia to Vienna where a special performance by the conductor and the Vienna Philharmonic marked the start of a worldwide promotional campaign.

One executive said everyone who supported classical music would be disappointed if the CDs failed. The box set is priced at between £35 and £42. Peter Alward, a vice-president at EMI, said the company was behind the project. "It is vital to have a really modern vision with the cobwebs blown off of Beethoven symphonies for the 21st century with an artist who has been on our books for more than 25 years," he said.

Sir Simon acknowledged both the artistic and commercial pressure for everyone involved. "If you're not aware of the responsibilities on your shoulders in every way then you're a fool," he said.

"It is harder and harder. One sees what the recording industry is going through. I'm thrilled that EMI still have the trust to do these large things. I hope that I won't single-handedly destroy the recording industry."

The Vienna Philharmonic first approached Sir Simon to ask him to record the symphonies seven years ago. The cycle was recorded live in May last year.