Universal Music Group (UMG), the global leader in music entertainment, Twitch and Amazon Music today announced that their existing relationships have been expanded.
Customers will have greater access to some of the world’s most popular music content on Amazon through the expanded arrangements, which include live streams, spatial and high-quality sound, artist merchandise and exclusive roster experiences. world-class artists from UMG.
Twitch and UMG will also collaborate to promote inventive new ways for artists and labels to engage with their fans and new audiences creatively and commercially.
“With the breadth of their music services and products and their focus on customers and creators, Amazon Music and Twitch are excellent strategic collaborators, committed to creating the best and most diverse experiences for fans through music. streaming, live streaming, artist collaborations, and physical merchandise,” said Michael Nash, EVP, Digital Strategy, Universal Music Group. “We are excited to build on our track record of success by collaborating with Amazon with these partnerships, and we look forward to providing even more fantastic experiences for our artists and music fans around the world.”
“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.”
“UMG has been a strategic collaborator for us as we continue to evolve our service and provide our customers with even more ways to engage with their favorite artists and discover new music,” said Steve Boom, vice-president. President of Amazon 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.”
Amazon Music Unlimited subscribers will be able to stream even more music from UMG’s extensive collection in HD, Ultra HD and spatial audio through the agreements. Amazon Music and UMG will also work together to improve the experience for fans when it comes to discovering and buying real items from their favorite artists directly from the Amazon Music app, including apparel from UMG’s Bravado, the industry’s leading merchandise brand. This will greatly facilitate the development of premium advertising for the most crucial moments of UMG artists. Billie Eilish (Interscope), Selena Gomez (Interscope) and The Weeknd (Republic) were among the musicians who teamed up with Amazon Music and UMG to produce unique clothing collections tied to their new album campaigns last year.