Schlager is a kind of vocal pop music characterized by sentimental ballads sung in German, often showcasing themes of love, romance, and nostalgia. Germans view schlager as their country music, and American country and Tex-Mex music are both major elements in schlager culture.

Popular schlager singers include Michael Holm, Roland Kaiser, Hansi Hinterseer, Jürgen Drews, Andrea Berg, Heintje Simons, Helene Fischer, Claudia Jung, Andrea Jürgens, Kristina Bach, Marianne Rosenberg, Simone Stelzer, Daniela Alfinito, Semino Rossi, DJ Ötzi, Andreas Gabalier and more recently, Beatrice Egli.

These artists have developed a loyal fan base over the years and continue to produce new music and perform live shows to sold-out audiences. Additionally, there are several popular Schlager bands, such as Die Flippers and Die Amigos, who have been active in the industry for decades and have released numerous hits. Overall, Schlager music remains an important and beloved genre in the German-speaking music scene.

Schlager has its distinct identity and is separate from international pop music. It is primarily played on special format radio stations dedicated to the genre, occasionally mixed with international oldies. This helps maintain its unique position within the music industry.

Some of the most famous songs in this genre include "Atemlos durch die Nacht" by Helene Fischer, "Ein Stern (der deinen Namen trägt)" by DJ Ötzi, and "Mendocino" by Michael Holm. There are also several popular music albums in the Schlager genre, such as "Mama" by Heintje Simons, "Auf den Kopf gestellt" by Roland Kaiser, "Alles was ich brauche, bist du" from Claudia Jung and "Schwerelos" by Andrea Berg.

These songs and albums are known for their catchy melodies and upbeat rhythms, making them popular choices at parties, festivals, and other events in the German-speaking world.

Several music festivals and events celebrate this genre, including the Schlagermove in Hamburg, Germany, which is one of the largest Schlager festivals in the world. The event attracts thousands of visitors who dance to Schlager music on decorated trucks and buses.

Another popular festival is the Schlagerwelle Festival in Timmendorfer Strand, Germany, which features performances by well-known Schlager artists. The Open Air St. Gallen in Switzerland also includes Schlager music in its line-up, along with other genres.

Additionally, the Grand Prix der Volksmusik, a televised music competition held annually in Germany, Austria, and Switzerland, showcases Schlager and folk music. These festivals and events offer an opportunity for Schlager fans to enjoy live performances by their favorite artists and celebrate this vibrant music genre.