UMG label Deutsche Grammophon launches classical music streamer Stage+

Deutsche Grammophon, a division of Universal Music Group (UMG), is launching STAGE+, a ground-breaking classical music subscription service, offering livestreams, a huge video archive and new audio releases – all on one platform.

Robert Zimmermann

According to Deutsche Grammophon, STAGE+, subscribers will be “brought closer than ever before to UMG’s roster of world-class artists and beyond, via a wide range of content – including exclusive live premieres; long-form concert and opera programmes; music videos; documentaries and interviews; audio releases, as well as albums from the Deutsche Grammophon and Decca catalogues.”

Building on partnerships with leading international opera companies, orchestras, concert halls and festivals, STAGE+ will be able to showcase new performances every week. Bayreuth will be one of the festivals initially, with more livestreamed events and cycles to be announced in due course. The curated live and VOD streams will also include Deutsche Grammophon’s Yellow Lounge classical club nights, a Rising Stars series and performances at World Heritage Sites such as the Forbidden City, Sistine Chapel or the neolithic settlement of Carnac in France.

“We are about to enter an exciting new era for streamed classical performances,” says Deutsche Grammophon’s VP consumer business, Robert Zimmermann. “STAGE+ will explore the creative and curatorial possibilities that digital technologies have to offer to bring DG’s artists – and beyond – closer to their audience.”

The platform will be available as a TV, mobile and web app to STAGE+ subscribers, with many videos offered in 4K resolution and Dolby Atmos Music. Audio content will be in Hi-Res Lossless format, virtually indistinguishable from the original studio recording. Such technological edge has also inspired the platform’s motto:

Dr Clemens Trautmann, president Deutsche Grammophon, added: “We want to revolutionise the way people access classical music and. Our artists’ initial feedback on STAGE+ has been incredibly positive.” Classical music is a relatively untapped genre in the TV and on-demand space. Current players include France’s Mezzo.