Universal Music (UMG) has expanded its partnership with Amazon, which hopes to provide customers with access to some of the world’s most popular music content.
The partnership will include live streams, spatial and high-quality audio, artist merchandise, and exclusive experiences with UMG’s roster of industry-leading artists from around the world, which will be hosted on Amazon’s platforms. , including Twitch and Amazon Music.
Additionally, Twitch and UMG will work together to foster opportunities for artists and labels to engage with their fans and new audiences creatively and commercially.
For example, Twitch will provide business opportunities for UMG and its artists to interact directly with fans through its products. UMG will create artist and label channels on the platform and work closely with it to produce a series of features and artist experiences, in addition to other music content, specifically for the service. This will allow UMG to provide brands with opportunities to communicate with their audiences.
Michael Nash, executive vice president of digital strategy at Universal Music Group, said that with Amazon Music’s breadth of services and products and focus on customers and creators, its platforms are committed to creating experiences for fans through music streaming, live streaming, artist collaborations and physical merchandise.
“With these agreements, we’re proud to build on our successes by working closely with Amazon, and we look forward to delivering even more amazing experiences to our artists and music fans around the world.” he adds.
For Twitch, he 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 meaningful income while streaming on Twitch.”