For more than 15 years now, the Yellow Lounge has been a constant figure and highlight in the ever-changing Berlin underground club scene. The concept for each Yellow Lounge foresees top classical music stars and new talents from the international roster of Deutsche Grammophon, Decca and ECM records making short live performances in vibrant club settings, accompanied before, between and after their sets by international DJs playing purely classical music, as well as high-class VJs presenting a visual concept specific to the location. Artists have included Anne-Sophie Mutter, Sting, Max Richter and Daniil Trifonov, locations Berghain, Kater Blau, Prince Charles, Ritter Butzke and Gretchen and DJs including the Pet Shop Boys and Rufus Wainwright! However, there was a natural limit to the outreach of a club event at around 300-500 people. Taking into account that each event costs several thousand euros, way more than the income generated from entrance fees, the Yellow Lounge has so far been more about developing a new audience for classical music whilst promoting the artists performing. At the same time, despite many isolated Yellow Lounge events around the world, no country or city has succeeded in establishing the events as part of the local scene other than Universal Germany in Berlin. What to do? The goals of Deutsche Grammophon: • Significant growth of outreach beyond the local event in Berlin • Reach out to international markets and classical fans worldwide • grow the brand awareness of the Yellow Lounge • secure a conversion into commercial streams and downloads To reach these ambitious goals the concept of the Yellow Lounge was enriched with a significant digital component: Facebook live-stream. In addition to the German Universal Music channels, including KlassikAkzente, which is an established brand in the German market, plus the strong international Deutsche Grammophon socials, an additional media partner was found in Axel Springer’s media outlet WELT Online. After a successful test case with Ludovico Einaudi’s Yellow Lounge performance in December 2015, Yellow Lounge started streaming live performances from 2016 with WELT as a media partner. The result was a broad and diverse media presence, ranging from interviews in WELT accompanying the announcement to the posts in the performing artists’ own channels as well as strong general media channels with high outreach and special interest publications. These attracted not only existing Yellow Lounge and (the performing) artist fans but a completely new audience.