Twitch will provide commercial opportunities for UMG and its artists to engage directly with fans through its range of products. In the last year, the companies worked on campaigns by Billie Eilish (Interscope), Selena Gomez (Interscope), and The Weeknd (Republic). With UMG customers able to buy merchandise directly from Amazon’s app – including items from UMG’s merch company Bravo – it allows UMG acts to initiate campaigns around new releases. “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.Īmazon Music Unlimited subscribers now have access to stream even more music in HD, Ultra HD, and spatial audio from UMG’s catalogue.
“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,” added Steve Boom, VP of Amazon Music.
“Twitch embodies a creator-first culture, including empowering musicians,” Tracy Chan, head of music at Twitch, said.Ĭhan added that the updated deal would give UMG artists more tools to make more money on Twitch. Michael Nash, EVP of digital strategy at UMG, called them “excellent strategic collaborators… with the breadth of their music services and products, and their dedicated focus on customers and creators.” Twitch and UMG will also work together to foster “new innovative opportunities” for artists and labels to engage with their fans and new audiences, according to a statement.
0 kommentar(er)
