The pandemic has only served to underscore the importance and accelerate the adoption of digital and livestreamed content as a means of engaging with fans, and the music industry is fully embracing it. Promoters like Danny Wimmer Presents (DWP) have established their own Twitch channels to connect with fans online, and Universal Music Group (UMG) has now expanded its agreements with both Twitch and Amazon Music.
On the Amazon Music side, the new agreement will expand Amazon Music Unlimited subscribers’ access to livestreams, spatial audio, artist merch, and exclusive experiences with UMG artists on Amazon. UMG will also work with Twitch to develop new opportunities for labels, artists, and brands to engage with both existing fans and new audiences, including an exclusive series of artist features and experiences, which offers a lot of potential for artists and is something that other music industry players like DWP have already been successful at.
Michael Nash, EVP of Digital Strategy at UMG, noted the strategic nature of the company’s collaborations with Amazon Music and Twitch. “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,” he said in a statement.
Merch will be an important part of the agreement, with UMG and Amazon working to improve the fan experience on the Amazon Music app for fans looking for and buying merch from their favorite artists. It’s a win-win for both fans and artists, the latter of which will more easily be able to develop and market merchandise collections related to new album launches and other events.
“Twitch embodies a creator-first culture, including empowering musicians,” said Tracy Chan, Head of Music at Twitch, in a statement. “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.”
Amazon Music VP Steve Boom added, “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.”