On Air signs licensing deal with Mercury Studios for concert videos

Content from UMG's own production studio can now be streamed.

With the emergence of the high growth potential of concert streaming, the stage performance streaming platform On Air offers new monetization opportunities for intellectual property owners and artists. The platform aims to enhance 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 been hosting an extensive catalog of live concerts and performances by top-class artists and shows. This includes performances from artists such as Zara Larsson, Noel Gallagher's High Flying Birds and Years & Years from legendary music venues such as the Royal Albert Hall, OVO Arena Wembley, BBC Studios and more.

But that's just the beginning: On Air is expanding its existing catalog of stage videos and recently signed a deal with Mercury Studios for concert performance footage. Mercury Studios, a division of UMG, is a versatile music content studio and a treasure trove of groundbreaking concert material.

Mercury Studios' extensive catalog includes over 2,000 hours of outstanding performances from music's biggest names – including Peter Gabriel, Lynyrd Skynrd, Duran Duran, Black Sabbath, Journey, ZZ Top, Santana, Eric Clapton, Toto and The Who, as well as assets from the legendary production company Eagle Rock. Now this historic and important catalog finds another way to reach fans through On Air – the recording and distribution process is already in full swing.

“OnAir offers an exciting opportunity to showcase the breadth of Mercury Studios programming, from award-winning documentaries to concerts by iconic artists such as Eric Clapton, Miles Davis, Chicago, Jeff Beck, Cypress Hill and INXS. “This partnership with OnAir will further expand the reach of these remarkable achievements,” said Rob Gill, SVP Global Operations, Mercury Studios.

On Air co-founder and CEO Jakub Krampl sat down with DMN to reveal how On Air's recent deal with Mercury Studios expands global exposure opportunities and monetization for all IP owners, labels and artists on the platform. First of all, Mercury Studio's catalog is impressive and will attract a larger audience interested in higher quality live performances.

“We are here to support the distribution of catalogs and monetization of long-format content in 4K with Dolby Vision and Atmos technology,” said Krampl. “On Air provides an end-to-end service for artists, labels and rights holders – all supported by a state-of-the-art technology stack.”

On Air's extensive infrastructure expertly covers every aspect of the streaming process, solving problems that IP owners typically face when attempting to distribute content across mainstream channels.

A selection of On Air's live concerts and performances from top artists, filmed at famous music venues. (Photo credit: On Air)

According to Krampl, On Air offers a “premium streaming service for stage entertainment” that covers everything from pre-production to on-site production management to an exclusive post-production process to ensure higher quality content for its users.

On Air's DRM-protected streaming platform conveniently plays across desktop, mobile and TV endpoints. Additionally, the company drives 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 negotiate brand and agency partnerships to further expand the reach of its footage.

The platform provides fans in over 190 countries with premium viewing experiences while taking appropriate measures to prevent unlawful distribution. Some of the best-known offerings available to stream include Zara Larsson's sold-out 'Venus Tour' at AFAS Live in Amsterdam, Noel Gallagher's 'High-Flying Birds' live at Wythenshawe Park in Manchester and Yoshiki's 'Requiem Classical World Tour' recorded in the Royal Albert Hall and two sold-out All Time Low shows recorded at OVO Arena Wembley (2023) and Merriweather Post Pavilion (2024).

One of On Air's biggest unique selling points is its audio and picture quality. Streams can be viewed in 4K UHD with Dolby Vision and Dolby Atmos technology.

Krampl explains that the solution, developed through On Air's partnership with Dolby, “offers every user the opportunity to experience our productions with the immersive sound of Dolby Atmos and ultra-vivid images of Dolby Vision for a premium entertainment experience.”

“On Air has managed to achieve a live stream in Dolby Vision, which has never been possible before – and this is just one of the many advanced solutions we can offer,” Krampl continued, referring to the All Time Low OVO of the company conquering the Wembley Arena. This show was delivered in 4K UHD with HDR and Dolby Atmos immersive sound and was available in 56 countries simultaneously across the web, mobile devices and TV apps (On Air has more details on this show here).

In fact, all shows produced by On Air are filmed in close collaboration with Dolby. “We’re pleased that On Air is using Dolby Atmos and Dolby Vision to give them a head start in concert streaming,” said Jane Gillard, Head of Music Partnerships Europe for Dolby. “Artists invest so much in live shows – sound, visuals, effects, lighting. By leveraging the best in Dolby technology, On Air is able to deliver an experience that far exceeds standard video and stereo.”

The stage performance streaming space has a number of major competitors, although On Air's focus strategies on Dolby-based streams, complementary solutions and competitive pricing could prove to be key differentiators.

Krampl explains that On Air’s entire service infrastructure is developed in-house, making it “independent of third-party platforms and agencies.” According to Krampf, this homegrown tech stack and content delivery platform allows On Air to address problems before they arise while “evolving and innovating” for its stakeholders.

The On Air HD stereo service is available to viewers for $9.99 per show. The On Air catalog is available to stream on-demand with unlimited replays.

Photo credit: On Air

Why is now the time for concert videos to expand and reach a wider audience? Krampf points out that On Air recognizes that the current economic challenges have significantly shifted viewers' priorities and where they want to spend their money.

Excessive ticket prices and the cost of traveling to venues pose hurdles that threaten to separate artists from their fans.

On Air aims to democratize access to live music and create a real connection between audiences and artists. Their “state-of-the-art solutions bring the energy and magic of live performances directly to audiences around the world.”

The On Air app, available for Apple iOS, Android and Fire TV, is designed to give viewers the feeling of being right in the middle of the action. Users can access On Air's cinematic show library in 4K UHD and spatial audio from anywhere and seamlessly transition to the big screen at any time.