Business News Digital

Amazon Music incorporates Twitch livestreams

By | Published on Wednesday 2 September 2020


Amazon Music and the Amazon-owned Twitch have announced a partnership to combine livestreaming with on-demand listening. What does that mean? It means you can be listening to a song by an artist one minute and then be watching them play it live the next, all in the same app. What a time to be alive!

Artists who are active on Twitch can connect their accounts to Amazon Music, thus getting access to fans already streaming their tracks on the more conventional streaming platform, as well as those who have bothered to download the Twitch app.

“The combination of live streaming, coupled with the on-demand playback of songs on Amazon Music is groundbreaking”, reckons Ryan Redington, Director of Amazon Music. “We’re providing artists with more tools to instantly engage with fans, and this new feature couldn’t arrive at a more crucial time in the industry”.

“More than 1000 artists have already connected their Amazon Music accounts to Twitch, and this is just day one”, he goes on. “Together with Twitch, we’re making it possible for artists across all genres, at all moments of their careers, to harness the social power of live streaming to create more engagement with their recorded catalogue”.

Just in case you don’t think Redington’s enthusiasm was enough, Twitch’s Head Of Music Tracy Chan adds: “Twitch has always been about connecting amazingly talented creators live with fans everywhere. That’s why we’re excited to announce the next phase of our ongoing partnership with Amazon Music that unlocks an entirely new world of live music experiences and engagement by connecting Twitch live streams and Amazon’s catalogue of recorded music”.

“Especially now, in a time when traditional venues are closed and tours have been cancelled, musicians are looking for new ways to continue creating, connect with fans, and build community”, she continues. “Twitch has become the place to co-create shared live experiences, and it’s now accessible in-app for Amazon Music’s 55 million customers”.

There are various ways that Amazon Music will now push Twitch streams. Fans of individual artists will get notifications on their mobile devices as artists go live. And there will also be a new ‘Live’ page on the main music app, where users can browse livestreams underway.

Artists wanting to connect their Twitch profile to Amazon Music can do so here.