Photo Credit: On Air
Content from the UMG-owned production studio is available to stream now.
With the emergence of concert streaming’s high-growth potential, the on-stage performance streaming platform On Air is offering new monetization opportunities for intellectual property owners and artists. The platform aims to elevate the fan experience by offering a true cinematic experience with content available in 4K UHD with Dolby Vision and Dolby Atmos technologies.
Since 2020, On Air has hosted a serious catalog of live concerts and performances from A-list artists and shows. That includes performances from the likes of Zara Larsson, Noel Gallagher’s High Flying Birds, and Years & Years from iconic music venues spanning Royal Albert Hall, OVO Arena Wembley, BBC Studios, and more.
But that’s just the beginning: expanding upon their existing on-stage video catalog, On Air recently forged a deal with Mercury Studios for concert performance footage. Mercury Studios, a division of UMG, is a multi-faceted music content studio and treasure trove of seminal concert footage.
Mercury Studios’ sizable catalog features over 2,000 hours of standout performances by the most prominent names in music — including Peter Gabriel, Lynyrd Skynrd, Duran Duran, Black Sabbath, Journey, ZZ Top, Santana, Eric Clapton, Toto, and The Who, as well as assets from legendary production company Eagle Rock. Now, that historic and important catalog is finding another outlet via On Air to reach fans – with the ingestion and dissemination process well underway.
“OnAir provides an exciting opportunity to showcase the breadth of Mercury Studios’ programming, from award-winning documentaries to concerts by iconic artists like Eric Clapton, Miles Davis, Chicago, Jeff Beck, Cypress Hill, and INXS. This partnership with OnAir will further expand the reach of these remarkable performances,” said Rob Gill, SVP Global Operations, Mercury Studios.
Jakub Krampl, co-founder and CEO of On Air, sat down with DMN to reveal how On Air’s latest deal with Mercury Studios expands global exposure opportunities and monetization for all IP owners, labels, and artists on the platform. For starters, Mercury Studio’s catalog is impressive, and that will draw a bigger audience interested in higher-quality live performances.
“We’re here to support the distribution of catalogs and monetization of longform content in 4K with Dolby Vision and Atmos technology,” said Krampl. “On Air provides an end-to-end service to artists, labels and rights holders — all backed by a cutting-edge tech stack.”
On Air’s vast infrastructure expertly covers every aspect of the streaming process, solving problems typically faced by IP owners when they attempt to distribute content across mainstream channels.
A sampling of On Air’s live concerts and performances from A-list artists filmed at iconic music venues. (Photo Credit: On Air)
According to Krampl, On Air offers a ‘premium streaming service for on-stage entertainment,’ handling everything from pre-production and on-site production management to an exclusive post-production process that ensures higher-quality content for its users.
On Air’s DRM-protected streaming platform plays comfortably across desktop, mobile, and TV endpoints. Stretching things further, the company also pushes engagement by marketing content and managing assets across multiple platforms, including social media with tailored campaigns.
And when the opportunity arises, On Air also helps to negotiate branding and agency partnerships to further stretch the reach of its footage.
The platform offers prime viewing experiences to fans in over 190 countries, while taking adequate measures to prevent unlawful distribution. Among the most prominent offerings available to stream are Zara Larsson’s sold-out ‘Venus Tour’ at AFAS Live in Amsterdam, Noel Gallagher’s High-Flying Birds live at Wythenshawe Park in Manchester, Yoshiki’s ‘Requiem Classical World Tour’ recorded at the Royal Albert Hall, and a pair of sold-out All Time Low shows, captured at OVO Arena Wembley (2023) and Merriweather Post Pavilion (2024).
One of On Air’s biggest differentiators is its audio and picture quality, with streams available to watch in 4K UHD with Dolby Vision and Dolby Atmos technologies.
Krampl explains that the solution, crafted by On Air’s partnership with Dolby, “provides every user with the opportunity to experience our productions with the immersive sound of Dolby Atmos and ultra-vivid pictures of Dolby Vision for a premium entertainment experience.”
“On Air has successfully achieved a live stream in Dolby Vision, which hasn’t been done before — and that’s only one of the many advanced solutions we’re capable of providing,” Krampl continued, while pointing to the company’s All Time Low OVO Arena Wembley capture. That show was delivered in 4K UHD with HDR and Dolby Atmos immersive sound, and accessed across 56 countries simultaneously over the web, mobile and TV apps (On Air breaks down more details on this show here).
In fact, all On Air-produced shows are filmed in close partnership with Dolby. “We’re delighted that On Air uses Dolby Atmos and Dolby Vision to give them an edge in concert streaming,” said Jane Gillard, Head of Music Partnerships Europe for Dolby. “Artists invest so much into live shows – sound, visuals, effects, lighting. In using the best in Dolby technology, On Air are able to deliver an experience that beats standard video and stereo hands down.”
The on-stage performance streaming space has a number of big competitors, though On Air’s focus strategies of Dolby-powered streams, complementary solutions, and competitive pricing could prove to be significant differentiators.
Krampl explains that On Air’s entire service infrastructure is developed in-house, which makes it ‘independent of third-party platforms and agencies.’ This self-developed tech-stack and content delivery platform, according to Krampf, allows On Air to address problems before they arise, ‘while continuing to develop and innovate’ for their stakeholders.
The On Air HD stereo service is available to viewers at $9.99 per show, with the On Air catalog available to stream on-demand with unlimited replays.
Photo Credit: On Air
Why is now the moment for concert video to expand and reach a wider audience? Krampf points out that On Air is aware of how current economic challenges have significantly shuffled audience priorities and where they want to spend their money.
Exorbitant ticket prices and the cost of travelling to venues present barriers that threaten to separate artists from their fans.
On Air aims to democratize access to live music and provide a genuine connection between audiences and performers. Their ‘cutting-edge solutions directly offer the energy and magic of live performances to audiences’ around the world.
The On Air app, available across Apple iOS, Android, and Fire TV, is designed to make viewers feel like they’re in the center of the action. Users can tune in to On Air’s cinematic show library in 4K UHD and spatial audio from anywhere, and seamlessly switch to the big screen at any time.