How DREAMSTAGE is taking live music streaming by storm, with global streaming service Deezer by its side

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D Smoke performing his album “Black Habits” on a live virtual tour with DREAMSTAGE this past April.

  • The paid live music streaming startup DREAMSTAGE has delivered over 50 concerts with a dynamic range of artists since its creation at the start of the pandemic.
  • Deezer, a Paris-based music streaming service, recently made a significant investment in DREAMSTAGE in a symbiotic deal that will fuel both companies’ growth.
  • Insider spoke to DREAMSTAGE co-founder and digital media veteran Thomas Hesse about the platform’s potential for long-term success.
  • See more stories on Insider’s business page.

The coronavirus pandemic nearly eliminated the live music business. DREAMSTAGE, a ticketed live music streaming platform launched in the spring of 2020, has plans to reverse this fate and to even go as far as transforming the traditional live music business model for years to come.

The US-based startup has provided artists with a method of generating income during lockdowns, but it’s also future-proofed for long after fans return to in-person gigs with the goal of offering simulcasting opportunities in addition to premium digital-only concerts.

The brainchild of former Sony Music executive Thomas Hesse, world renowned cellist Jan Vogler, and tech aficionado and CTO Scott Chasin, DREAMSTAGE has delivered over 50 high-definition concerts featuring musicians across multiple genres and levels of experience in the one year since its creation. Artists such as Polo G, Chief Keef, Grammy nominee D Smoke, and most recently Yo-Yo Ma have taken the virtual stage, with co-founder Jan Vogler himself kicking off the platform’s classical lineup in its first livestream in August.

Now, the startup has caught the attention of the Paris-based music streaming service Deezer, which houses a catalog of 73 million tracks, including content from major record labels like Universal Music Group and Warner Music Group. Deezer will serve as a cornerstone investor in DREAMSTAGE, leveraging its global subscriber base and millions of monthly active users to provide DREAMSTAGE with significant funds to expand its operations and establish it as a leading new format for entertainment.

The strategic partnership will see both companies working together to merge recorded and live music in a streamlined experience, while operating independently with the ultimate goal of accelerating DREAMSTAGE’s growth. Their mutually strong appreciation for musicians and genuine desire to support their craft solidified the deal.

“There’s a lot of potential,” Thomas Hesse, co-founder of DREAMSTAGE, told Insider. “It’s come together in a great spirit of partnership, and we’re both mindful and cognizant of the significant benefits of us working together.”

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Thomas Hesse, co-founder of DREAMSTAGE.

The DREAMSTAGE and Deezer teams share the unified mission of growing within the currently exploding global recorded music and livestreaming markets. Both have a deep understanding of the intersection of technology and music, Hesse said, and a shared entrepreneurial and innovative mindset.

“We think that DREAMSTAGE is the service that really has cracked the live streamed music experience. The live streamed events they offer go beyond simple video streaming and feel personal, dynamic and fun,” Deezer CEO Hans-Holger Albrecht wrote in an email to Insider. “Their goal is to make you feel like you’re really in the room with the artist, making the experience dynamic and interactive.”

Interactivity is key to DREAMSTAGE’s product. Fans not only benefit from the personalized experience of watching live music streamed directly into their living rooms, but they also enjoy the capability of communicating with one another in real time using the platform’s built-in chat function, which “is what truly separates this experience from watching a YouTube video on your own,” Hesse said.

Artists benefit from the interactive equation, as well. “Even when live concerts start again, live streaming will become a natural addition to live shows,” Albrecht wrote. “Artists will be able to connect to the fans in the room, but also to let fans who can’t make it enjoy the concert live, online. The ability to connect to more people also opens up a number of new digital revenue streams for musicians.”

Musicians and entertainers largely rely on live performances and touring as a means of financial survival. In the year before the pandemic, the US live music business reached nearly $8 billion in ticket sales, trailing slightly behind recorded music, which came in at $11 billion, as found in a report published by Music Watch. The live music streaming industry is expected to generate $6.4 billion by 2027, according to MIDiA Research.

Professionally livestreamed concerts allow musicians to reach a much larger audience, and through supplemental digital-only concerts that are executed and marketed compellingly, artists can collect additional revenue on Spotify and other music distribution services when live gigs aren’t an option. It’s a domino effect – digital-only concerts promote engagement with the artists, bouncing their songs back into the charts, and in turn stimulating the demand for live in-person events, Hesse said.

Through DREAMSTAGE’s integrated platform, artists can sell tickets, merchandise, and VIP experiences, as well as raise donations for charities, with the company taking a platform fee that varies according to the individual deal. DREAMSTAGE offers performers the option of utilizing their in-house production crew and social media marketing team, but also leaves artists the ability to employ their own teams.

The venues are selected according to the artists’ choice, and then cast into their virtual concert halls developed by a “world class team of engineers,” according to a release. Some concerts are available via on-demand for a select period of time, although the offering of a permanent on-demand archive is contingent upon the clearing of rights, Hesse explained.

Performances can be viewed via the Apple TV app, “with the big screen being the medium of choice, accompanied by great sound and picture,” Hesse said. The company plans on delivering mobile apps for iOS and Android in the near future, but in the meantime, performances and interactive features can be accessed on DREAMSTAGE’s website on any device.

While the pandemic was the catalyst for DREAMSTAGE, the real appeal to DREAMSTAGE lies in its longevity. The co-creator of video hosting service Vevo and former Sony Music President of Global Digital Business, Hesse is no stranger to the recorded music industry and music video space. He spearheaded Sony Music’s merger with BMG and was responsible for driving the transformation of recorded music to streaming. It also helps that Hesse is a trained concert pianist, having studied at major concert halls in Austria and Germany.

“DREAMSTAGE, in a way, creates a new format that’s a hybrid between a music video and a live performance,” Hesse said. He calls this the “Live Music Video,” which he hopes will one day compete with Netflix as its own form of appointment TV.

“We’re not really competing with people going to the concert a few times a year, which they will do,” Hesse said. “That’s a big thing; you have to get tickets which are more expensive than an online ticket, you need to get a babysitter, get the car out, drive to the venue, park the car – it’s not something you do on a weekday night.”

If your favorite artist is performing in a different town, it’s easy to just buy the ticket in one click on your mobile and watch it on your TV, he explained. This high-value streaming experience is designed to take the formal aspect out of watching artists perform by granting all viewers a front-row seat. At the same time, the quality and vibrance of the in-person viewing experience is intended to be preserved with DREAMSTAGE’s premium technology, which utilizes high-definition audio/video signal and a clear and friendly user interface.

“Our goal is to make live events in music and entertainment, which can include comedy and other forms of entertainment, as attractive and as interesting as live sports,” Hesse said. “People go to live events and go to watch the Mets and Yankees at the stadium, but lots of them watch them on the television. And the same should be true for music.”

Read the original article on Business Insider

How YouTube is Supporting Black Creators and Artists

Last summer admist the Black Lives Matter Movement and protests in support of George Floyd, YouTube announced the launch of a multi-year $100 million fund dedicated to amplifying and developing the voices of Black creators and artists and their stories. More specifically, the fund has supported programs such as 2 Chainz’ “Money Maker Fund” series highlighting HBCU entrepreneurs and Masego’s “Studying Abroad” livestreamed concert series.

Today, the platform is using capital for that effort to create a global grant program for Black creators.

“The painful events of this year have reminded us of the importance of human connection and the need to continue to strengthen human rights around the world. In the midst of uncertainty, creators continue to share stories that might not otherwise be heard while also building online communities,” YouTube CEO Susan Wojcicki wrote in a blog post detailing the decision and reflecting on 2020.

The #YouTubeBlack Voices Class of 2021

Per Billboard, the program is kicking off with an inaugural class of 132 individuals spanning musicians and lifestyle vloggers including Kelly Stamps and Jabril Ashe, also known as Jabrils, who share educational videos centered around the emerging gaming, technology, and AI spaces.

The musicians named to the group include Brent Faiyaz, BRS Kash, Fireboy DML, Jean Dawson, Jensen McRae, Jerome Farah, Joy Oladokun, KennyHoopla, Mariah the Scientist, MC Carol, Miiesha, Myke Towers, Péricles, Rael, Rexx Life Raj, Sauti Sol, serpentwithfeet, Sho Madjozi, Tkay Maidza, Urias and Yung Baby Tate.

Each grant recipient will be provided an undisclosed funding amount to be used in support of their channels, and can encompass needs such as editing, lighting or other equipment to amplify and enhance the quality of their content. YouTube will also offer additional resources such as workshops, training and networking opportunities to boost skills and fuel meaning collaborations. “We are not only supporting them in the moment, but this is seed funding that will help them to thrive on the platform long-term,” he added.

Hailing from across the United States, Kenya, Brazil, Australia, South Africa and Nigeria, the cohort was selected in part based on their past participation in #YouTubeBlack, a campaign and event series promoting Black creators launched in 2016.

Paving a future for change

“These creators and artists have been doing this work already and are known by their communities, but we’re really excited to invest in them, and we believe that they can and will become household names with this support, shared Malik Ducard, YouTube Vice President of Partners on the #YouTubeBlack community.

In today’s landscape, influencers are themselves a media channel. The budgets put against them shouldn’t just be production-driven but rather emphasize a broader commitment to diverse and authentic stories driven by co-communication and co-creation. For YouTube, this effort is not only beneficial in ensuring these creators have their voices heard, but in allowing the platform to stay true to its goals and values and its commitment to its community.

“This is not a flash-in-the pan Instagram moment. This is about keeping the drum beat of change alive, and in the DNA of our organization,” added Lyor Cohen, YouTube’s Global Head of Music, reiterating the confidence in the ability of this group to lead and find long-term success through raw passion, creativity, and an entrepreneurial spirit. “Our expectation is that these artists are going to be significant and important voices and make music even more enjoyable.”

The future of brand-artist collaborations

For brands partnering with music artists – the takeaway here is that social listening requires responsiveness, flexibility, and mindfulness when it comes to integrating culture. People want to be heard, not sold to, and efforts should extend offline. This is only achieved through a full understanding of a new age of partnerships – one where brands have a bigger role to play in artist’s lives and artists are crossing the threshold to become true digital marketers monetizing the whole self.

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The post How YouTube is Supporting Black Creators and Artists appeared first on Social Media Week.