Amazon music

Universal Music expands relationship with Twitch and Amazon Music

Universal Music Group, Twitch and Amazon Music have announced an extension of the companies’ agreements.

According to the announcement, the agreements will provide customers with enhanced access to some of the world’s most popular music content on Amazon, including live streams, spatial and high-quality audio, artist merchandise, and exclusive experiences with the leading artist roster of the UMG sector around the world.

Twitch and UMG will also work together to foster new, innovative opportunities for artists and labels to creatively and commercially engage with their fans and new audiences.

The deal is the latest move in the thawing of the music industry’s relationship with Twitch, which was acquired by Amazon in 2014 in a $970 million deal. As recently as fall 2020, the interactive live-streaming service was roundly criticized by trade groups for using unlicensed music, it claims. However, he has since worked to reduce those tensions and reach agreements, and today’s announcement shows that this effort is continuing.

Under the agreements, Amazon Music Unlimited subscribers will have access to more streaming music in HD, Ultra HD and spatial audio from UMG’s catalog. Amazon Music and UMG will also continue to work together to allow fans to purchase artist merchandise directly from the Amazon Music app, including apparel from UMG’s Bravado, the industry’s leading merchandise company. Over the past year, Amazon Music and UMG have collaborated with Universal artists, including Billie Eilish, Selena Gomez and The Weeknd, to create exclusive merchandise collections tied to their new album campaigns.

Amazon Music has also worked with Kanye West to release limited-edition clothing designed by Demna for the #FreeLarryHoover benefit concert, sold exclusively through the Amazon Fashion store and Amazon Music app for a limited time.

Twitch has also agreed to provide commercial opportunities for UMG and its artists to engage directly with fans. UMG will promote the creation of artist and label channels on Twitch and work closely with Twitch to produce an exclusive suite of features and artist experiences, in addition to other music-based content specifically for the service.

Michael Nash, Executive Vice President of Digital Strategy at UMG, said: “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.

Tracy Chan, Head of Music at Twitch, said, “Twitch embodies a creator-driven culture, including the empowerment of musicians. Now, more than ever, we’re 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. ”

Amazon VP of Music Steve Boom added, “UMG has been a strategic collaborator for us as we continue to evolve our service and offer our customers even more ways to engage with their customers. favorite artists and discover new music. With these agreements, we are strengthening and expanding how we can continue to work together to deliver unique and exclusive experiences and create even more content for listeners.