Universal Music & MQA collaborate to deliver Hi-Res streaming

Universal Music Group (UMG) has signed into a multi-year deal with music technology company MQA that will encode UMG’s extensive catalogue of master recordings to produce Hi-Res tracks available for the first time in audio streaming.

MQA (Master Quality Authenticated) offers full lossless audio, but in data sizes small enough to be streamed or downloaded quickly through current broadband connections. It carries two or three times more information, but appeals significantly smaller due to compression.

The award-winning technology debuted on streaming platform TIDAL at the start of the year and is also available internationally on service music download services. Universal was one of the three major labels, alongside Sony Music and Warner Music Group who last month committed to giving streaming optimised audio quality.

“We’re very pleased to be working with Universal Music to achieve our goal of moving studio-quality sound into the mainstream,” said Mike Jbara, CEO of MQA.

“Universal’s timeless catalogue and impressive artist roster will fuel music streaming services worldwide and enable the premium listening experience for all music fans.”

Universal Music Group’s EVP of Digital Strategy, Michael Nash, said, “The promise of Hi-Res audio streaming is becoming a reality, with one service already in the market and several more committed to launching this year.

“With MQA, we are working with a partner whose technology is among the best solutions for streaming Hi-Res Audio, and one that doesn’t ask music fans to compromise on sound quality for convenience.

“We’re looking forward to working with … MQA to make our industry-leading roster of artists and recordings available to music fans in the highest quality possible.”

The phenomenon of music streaming has seen Hi-Res audio become the future of music.

While earlier digital pioneers might have put up with compressed lesser quality MP3s in exchange for the convenience of digital music, not so the millennials – the biggest embracers of streaming.

This change in mindset was reflected in a recent study titled Global Insight: The Appeal of High-Res Audio (Studio Quality Sound) commissioned by Universal Music.

It found that 85% of US consumers regarded superior audio quality as “very important” to them (particularly in the 13—24 age group, 48% were prepared to pay more for it (particularly in the 25—34 demo, and 71% of music streamers were interested in studio quality sound.

The industry believes that consumers will rapidly embrace it the more as they are subjected to the contrast that exists between high and low-res. They also believe that hardware and digital companies which don’t embrace Hi-Res will ultimately fall behind.

At the 2017 Consumer Electronics Show in Las Vegas last month, the music, tech and hardware sectors collaborated on a campaign aptly titled Stream The Studio aimed primarily at the millennial generation.

Apple Music is working on its own superior audio technology, while Pandora is enthusiastic about the idea of Hi-Res streaming. CTO Chris Martin says, “Pandora has the platform to make this big! While not for everyone, Hi-Res music streaming has the potential to engage millions of digital music fans who are seeking a more immersive, studio quality listening experience.”

It also understands that the growing market for Hi-Res in streaming will naturally cause the rise of sales for devices, along with services and content.