Amazon music

UMG extends its partnership with the Twitch streaming platform and Amazon Music

Universal Music Group has extended its existing deal with Twitch and Amazon Music to give users of the platforms greater access to everything from high-quality audio and merchandising to “experiences” with UMG artists.

Additionally, Twitch and UMG will collaborate to develop new opportunities for artists and labels to engage with their fan base and monetize that experience.

Under the terms of the agreement, Amazon Music Unlimited will increase the availability of music in HD, Ultra HD and spatial audio from UMG’s extensive catalog. Fans will also be able to purchase authentic merchandise from artists directly through the Amazon Music app, including apparel from Universal’s Merch Bravo division.

The expanded merchandising deal will allow UMG artists to develop personalized campaigns to highlight important moments in their careers, such as tour announcements, music releases and artist collaborations. UMG artists, including Billie Eilish (Interscope), Selena Gomez (Interscope) and The Weeknd (Republic), have already created exclusive merchandise collections tied to their new album campaigns on the platforms.

One such campaign recently took place when UMG’s Def Jam worked with Amazon Music and Ye, formerly Kanye West, to launch limited-edition apparel designed by Demna for the #FreeLarryHoover benefit concert, sold exclusively through the Amazon store. Fashion and in the Amazon Music app for a limited time.

Twitch has also agreed to provide commercial opportunities for UMG and its artists to interact directly with fans through its suite of products. These business opportunities include creating artist and label channels on Twitch that include exclusive artist features, specifically designed for the Twitch platform.

“With the breadth of their music services and products and their focus on customers and creators, Amazon Music and Twitch are great strategic collaborators, committed to creating the best and most diverse experiences for fans through music. streaming, live streaming, artist collaborations, and physical merchandise. With these agreements, we are proud to build on our successes by working closely with Amazon, and we look forward to delivering even more incredible experiences for our artists and music fans around the world,” said Michael Nash, EVP, Digital Strategy. , Universal Music Group.

“Twitch embodies a creator-driven culture, including empowering musicians,” said Tracy Chan, Music Manager at Twitch. “Now, more than ever, we are excited to work with UMG to further expand the scope of tools available for their artists to engage with fans, while providing new opportunities for their artists to earn income. meaningful while streaming on Twitch.”