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Universal Music expands partnership with Amazon Music and Twitch


By Shawn Lim | Reporter, Asia Pacific

February 3, 2022 | 3 min read

Universal Music (UMG) has expanded its partnership with Amazon, which it hopes will provide customers with access to some of the world’s most popular music content.

The partnership will include livestreams, high-quality and spatial audio, artist merchandise and exclusive experiences with UMG’s industry-leading roster of artists from around the world, which will be hosted on Amazon’s platforms including Twitch and Amazon Music.

In addition, Twitch and UMG will work together to foster opportunities for artists and labels to engage with their fans and new audiences creatively and commercially.


Twitch will provide commercial opportunities for UMG and its artists to engage directly with fans through its products

For example, Twitch will provide commercial opportunities for UMG and its artists to engage directly with fans through its products. UMG will create artist and label channels on the platform, and work closely with it to produce a series of artist features and experiences, in addition to other music-based content, specifically for the service. This will enable UMG to provide opportunities for brands to communicate with their audiences.

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Michael Nash, executive vice-president of digital strategy at Universal Music Group, said with the breadth of Amazon Music services and products, and its dedicated focus on customers and creators, its platforms are committed to creating experiences for fans across streaming music, livestreaming, 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,” he added.

For Twitch, it embodies a creator-first culture, including empowering musicians, said Tracy Chan, head of music at Twitch. “Now more than ever, we are excited to work with UMG 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.”

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