Classical music label Deutsche Grammophon is the latest company to launch a digital offering in the wake of the COVID-19 pandemic, which has shut down concert halls and theatres around the world. The yellow label’s new initiative, DG Premium, evolved out of the bonus content site myDG and will focus on concert-length productions, from archive recordings to live-streamed events.
The initiative is still in the beta stage, and the basic package will be free of charge until at least the end of this year, both for new subscribers and those already registered with myDG.
Anne-Sophie Mutter. Photo © Stefan Höderath/DG
DG Premium has already made available archive concerts by the likes of pianist Daniel Barenboim, conductors Yannick Nézet-Séguin and Andris Nelsons and violinist Lisa Batiashvili with the Berlin Philharmonic, as well as ‘Yellow Lounge’ performances of artists in intimate venues, such as pianist Daniil Trifonov performing a Chopin-themed recital in Berlin. Other content includes archival audio recordings, documentaries and a musical puzzle.
While audiences may not be able to return to concert halls, DG Stage, which is due to launch in a few weeks time, aims to “enable the digital re-creation of cancelled music events and festivals” and will feature ticketed live stream events, starring artists from the DG stable including soprano Anna Netrebko, violinist Anne-Sophie Mutter, composer John Williams and more. DG is even flagging a virtual iteration of the cancelled Bayreuth Festival 2020.
“Ever since its foundation over 120 years ago, Deutsche Grammophon has led the way in connecting classical artists and audiences through the latest high-quality technology,” said Deutsche Grammophon President Dr Clemens Trautmann. “That role is needed now more than ever. Our aim in setting up DG Stage is to give our community of artists the widest possible reach and a tool that allows their live performances to be remunerated by their fanbase and other classical music lovers. And we want to give a worldwide audience access to exciting audiovisual concert experiences at any time and enable people to revisit favourite and legendary productions from our archive. Our new DG Premium offer is still in its beta stage and is sure to evolve in the months to come. We feel, however, that the service as it stands is ready to meet today’s strong desire for live performance by artists and audiences alike. We look forward to continuing the great work with all our partners to provide our artists with additional opportunities and a global audience with amazing classical music experiences.”