This week Universal Music Group (UMG) announced an exciting partnership with Twitch and Amazon Music. The major label will collaborate with these two entities within music to create new opportunities for their impressive roster of artists as well as fans all over the world.
One immediate result is expanding the Amazon Music catalog to include a wider array of UMG artists. Users will be able to stream music from huge acts like Billie Eilish, The Weeknd, and Ye. Furthermore, the partnership with Amazon will allow for more in-depth merchandise campaigns for UMG artists, making it easier for fans to access premium apparel.
Through Twitch, UMG will curate exclusive methods for connecting fans with artists via live streams and other original music-based content.
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.”