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Universal announces new Amazon Music and Twitch deals

By | Published on Friday 28 January 2022

Universal Music

Universal Music has announced expanded agreements with Amazon that cover both Amazon Music and the company’s livestreaming platform Twitch.

For the Amazon Music streaming service, the new deal secures more music in HD and spatial audio. The two companies will also continue to work together on bundling merch sales into the Amazon Music app for certain artists signed to Universal labels.

The Twitch agreement will result in the livestreaming platform working more closely with Universal, in a deal similar to the one signed with Warner Music last year. Like that, it will see Universal launch a number of channels for its artists and labels on Twitch.

“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”, says Michael Nash, EVP Digital Strategy at Universal Music.

“With these agreements”, he goes on, “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”.

Twitch’s Head Of Music, Tracy Chan, adds: “Twitch embodies a creator-first culture, including empowering musicians. 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”.

Speaking up for Amazon Music, its Vice President Steve Boom says: “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 favourite 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”.