In a move that provides additional services for customers and artists alike, Universal Music Group is diversifying its current collaboration with Twitch and Amazon music. A press release revealed that this will allow you “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.” Let’s find out more about what’s on the cards for Universal Music and Twitch.
What can we expect from this deal in future?
The Twitch experience will be expanded too, giving both artists and labels a chance to create their own channels, making use of the streaming platform for the roll-out of their online music experiences. Twitch head of Music, Tracy Chan believes that “Twitch embodies a creator-first culture, including empowering musicians. 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.”
This past September, saw Warner Music entering into a similar deal with Twitch, which was the first partnership of its kind in the music industry. Through this streaming content platform, Warner Music artists gave fans access to behind-the-scenes content, which was something new for Twitch subscribers. On the other side of the pie, the UMG expansion with Amazon Music brings listeners the Universal catalog in HD and Ultra HD quality, as well as spatial audio format. Now with the Amazon Music app, you’ll be able to order official merch from your favorite artists like Billie Eilish, Selena Gomez, and The Weeknd and hopefully more in the near future.