Universal Music Group (UMG) has just announced what it calls an “expansion” to its agreements with Amazon Music and Amazon-owned livestreaming platform Twitch.
According to a media statement, the expanded agreements “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’s roster of artists.
Additionally, UMG says that it will work with Twitch to “foster new innovative opportunities for artists and labels to creatively and commercially engage with their fans and new audiences”.
UMG says that Twitch has agreed to “provide commercial opportunities for UMG and its artists” to engage directly with fans through its suite of products.
As part of the agreement, UMG says that it “will foster the creation” of artist and label channels on the livestreaming platform.
It says that it will also 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.
Today’s announcement follows the news in September that Twitch and Warner Music Group (WMG) struck what the two companies said at the time was a “first-of-its-kind” partnership, marking the platform’s first partnership with a major record company.
As part of that agreement, with Warner‘s recorded music business, WMG also planned to launch WMG artist channels featuring exclusive content and behind-the-scenes material.
Twitch’s partnership with WMG came a week after the platform struck a deal with The National Music Publishers’ Association which, in a statement they explained will see them “work together to build productive partnerships between the service and music publishers”.
Elsewhere, under UMG’s expanded agreement with Amazon Music, UMG says that subscribers to Amazon Music Unlimited will now have access to stream more music in HD, Ultra HD, and spatial audio from UMG’s catalog.
Amazon Music and UMG say that they will also continue to work together to “enhance the fan experience” when discovering and buying merchandise from artists directly from the Amazon Music app, including apparel from UMG’s merch division, Bravado.
The music streaming platform integrated artist merchandise sales within its mobile app in March 2021.
In the last year, Amazon Music and UMG have collaborated with artists including Billie Eilish (Interscope), Selena Gomez (Interscope), and The Weeknd (Republic) to create exclusive merchandise collections tied to their new album campaigns.
Amazon Music worked with Ye (Def Jam) to launch limited-edition apparel engineered by Demna for the #FreeLarryHoover Benefit Concert, sold exclusively in the Amazon Fashion store and in the Amazon Music app for a limited time.
“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.”
Michael Nash, EVP, Digital Strategy, Universal Music Group, 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.”
“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.”
Tracy Chan, Twitch
Tracy Chan, Head of Music at Twitch, added: “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.”
“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.”
Steve Boom, Amazon Music
Steve Boom, VP of Amazon Music, said: “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.”Music Business Worldwide
