Photograph Credit score: On Air
Content material from the UMG-owned manufacturing studio is accessible to stream now.
With the emergence of live performance streaming’s high-growth potential, on-stage efficiency streaming platform On Air is now providing new monetization alternatives for mental property house owners and artists. The platform goals to raise the fan expertise by providing a real cinematic expertise with content material obtainable in 4K UHD with Dolby Imaginative and prescient and Dolby Atmos applied sciences.
Since 2020, On Air has hosted a severe catalog of dwell live shows and performances from A-list artists and reveals. That features performances from the likes of Zara Larsson, Noel Gallagher’s Excessive Flying Birds, and Years & Years from iconic music venues spanning Royal Albert Corridor, OVO Enviornment Wembley, BBC Studios, and extra.
However that’s just the start: increasing upon their current on-stage video catalog, On Air just lately solid a take care of Mercury Studios for live performance efficiency footage. Mercury Studios, a division of UMG, is a multi-faceted music content material studio and treasure trove of seminal live performance footage. Only in the near past, On Air joined forces with DMN to additional propel the platform.
Mercury Studios’ sizable catalog options over 2,000 hours of standout performances by probably the most outstanding names in music — together with Peter Gabriel, Lynyrd Skynrd, Duran Duran, Black Sabbath, Journey, ZZ Prime, Santana, Eric Clapton, Toto, and The Who, in addition to property from legendary manufacturing firm Eagle Rock. Now, that historic and vital catalog is discovering one other outlet by way of On Air to succeed in followers – with the ingestion and dissemination course of properly underway.
“On Air supplies an thrilling alternative to showcase the breadth of Mercury Studios’ programming, from award-winning documentaries to live shows by iconic artists like Eric Clapton, Miles Davis, Chicago, Jeff Beck, Cypress Hill, and INXS. This partnership with On Air will additional increase the attain of those outstanding performances,” stated Rob Gill, SVP International Operations, Mercury Studios.
Jakub Krampl, co-founder and CEO of On Air, sat down with DMN to disclose how On Air’s newest take care of Mercury Studios expands world publicity alternatives and monetization for all IP house owners, labels, and artists on the platform. For starters, Mercury Studio’s catalog is spectacular, and that may draw a much bigger viewers desirous about higher-quality dwell performances.
“We’re right here to assist the distribution of catalogs and monetization of longform content material in 4K with Dolby Imaginative and prescient and Atmos expertise,” stated Krampl. “On Air supplies an end-to-end service to artists, labels and rights holders — all backed by a cutting-edge tech stack.”
On Air’s huge infrastructure expertly covers each side of the streaming course of, fixing issues sometimes confronted by IP house owners after they try and distribute content material throughout mainstream channels.
A sampling of On Air’s dwell live shows and performances from A-list artists filmed at iconic music venues. (Photograph Credit score: On Air)
In line with Krampl, On Air presents a ‘premium streaming service for on-stage leisure,’ dealing with every thing from pre-production and on-site manufacturing administration to an unique post-production course of that ensures higher-quality content material for its customers.
On Air’s DRM-protected streaming platform performs comfortably throughout desktop, cell, and TV endpoints. Stretching issues additional, the corporate additionally pushes engagement by advertising content material and managing property throughout a number of platforms, together with social media with tailor-made campaigns.
And when the chance arises, On Air additionally helps to barter branding and company partnerships to additional stretch the attain of its footage.
The platform presents prime viewing experiences to followers in over 190 nations, whereas taking enough measures to stop illegal distribution. Among the many most outstanding choices obtainable to stream are Zara Larsson’s sold-out ‘Venus Tour’ at AFAS Stay in Amsterdam, Noel Gallagher’s Excessive-Flying Birds dwell at Wythenshawe Park in Manchester, Yoshiki’s ‘Requiem Classical World Tour’ recorded on the Royal Albert Corridor, and a pair of sold-out All Time Low reveals, captured at OVO Enviornment Wembley (2023) and Merriweather Put up Pavilion (2024).
One in all On Air’s largest differentiators is its audio and movie high quality, with streams obtainable to look at in 4K UHD with Dolby Imaginative and prescient and Dolby Atmos applied sciences.
Krampl explains that the answer, crafted by On Air’s partnership with Dolby, “supplies each person with the chance to expertise our productions with the immersive sound of Dolby Atmos and ultra-vivid photos of Dolby Imaginative and prescient for a premium leisure expertise.”
“On Air has efficiently achieved a dwell stream in Dolby Imaginative and prescient, which hasn’t been executed earlier than — and that’s solely one of many many superior options we’re able to offering,” Krampl continued, whereas pointing to the corporate’s All Time Low OVO Enviornment Wembley seize. That present was delivered in 4K UHD with HDR and Dolby Atmos immersive sound, and accessed throughout 56 nations concurrently over the online, cell and TV apps.
In reality, all On Air-produced reveals are filmed in shut partnership with Dolby. “We’re delighted that On Air makes use of Dolby Atmos and Dolby Imaginative and prescient to present them an edge in live performance streaming,” stated Jane Gillard, Head of Music Partnerships Europe for Dolby. “Artists make investments a lot into dwell reveals – sound, visuals, results, lighting. In utilizing the perfect in Dolby expertise, On Air are capable of ship an expertise that beats normal video and stereo arms down.”
The on-stage efficiency streaming area has quite a lot of huge opponents, although On Air’s focus methods of Dolby-powered streams, complementary options, and aggressive pricing might show to be important differentiators.
Krampl explains that On Air’s total service infrastructure is developed in-house, which makes it ‘unbiased of third-party platforms and businesses.’ This self-developed tech-stack and content material supply platform, in accordance with Krampl, permits On Air to handle issues earlier than they come up, ‘whereas persevering with to develop and innovate’ for his or her stakeholders.
The On Air HD stereo service is accessible to viewers at $10.99 per present, with the On Air catalog obtainable to stream on-demand with limitless replays.
Photograph Credit score: On Air
Why is now the second for live performance video to increase and attain a wider viewers? Krampl factors out that On Air is conscious of how present financial challenges have considerably shuffled viewers priorities and the place they need to spend their cash.
Exorbitant ticket costs and the price of travelling to venues current obstacles that threaten to separate artists from their followers.
On Air goals to democratize entry to dwell music and supply a real connection between audiences and performers. Their ‘cutting-edge options straight provide the power and magic of dwell performances to audiences’ around the globe.
The On Air app, obtainable throughout Apple iOS, Android, and Hearth TV, is designed to make viewers really feel like they’re within the heart of the motion. Customers can tune in to On Air’s cinematic present library in 4K UHD and spatial audio from anyplace, and seamlessly change to the large display at any time.
