UMG, Twitch, Amazon Get Busier
• Universal Music Group (UMG), Twitch, and Amazon Music announced an expansion of the companies’ agreements, which will provide customers with enhanced access to some of the world’s most popular music content on Amazon, including live streams, high quality and spatial audio, artist merchandise, and exclusive experiences with UMG artists. 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.
Michael Nash, UMG EVP, Digital Strategy, said, “With the breadth of their music services and products, and their dedicated focus on customers and creators, Amazon Music and Twitch are excellent strategic collaborators, committed to creating the best and most diverse experiences for fans across streaming music, live streaming, artist collaborations, and physical merchandise. With these agreements, we are proud to build on our track record of success in working closely with Amazon, and we’re looking forward to delivering even more incredible experiences for our artists and music fans everywhere.”
Tracy Chan, Head of Music at Twitch, noted, “Now, more than ever, we’re excited to work with UMG in an effort to further broaden the scope of tools available for their artists to engage with fans, while also providing new avenues for their artists to earn meaningful income while streaming on Twitch.”
Steve Boom, VP of Amazon Music, commented, “UMG has been a strategic collaborator for us, as we continue to evolve our service and bring our customers even more ways to engage with their favorite artists, and discover new music. With these agreements, we’re strengthening and expanding how we can continue to work together to provide unique and exclusive experiences and create even more content for listeners.”
Under the agreements, subscribers to Amazon Music Unlimited will be able to stream even more music in HD, Ultra HD, and spatial audio from UMG’s expansive catalog. Fans will also be able to purchasing authentic artist merchandise from Amazon Music app, including apparel from UMG’s Bravado. Twitch has also agreed to provide commercial opportunities for UMG artists to engage directly with fans through its suite of products. UMG will foster the creation of artist and label channels on Twitch and work closely with Twitch to produce an exclusive series of artist features and experiences, in addition to other music-based content, specifically for the service.
