UMG Launches New Livestreaming Channel on Twitch

Universal Music Group’s (UMG’s) in-house creative division, °1824, has launched Universal Music Live, a new livestreaming channel on Twitch.

The goal:

• The °1824 team will support artists in establishing a presence on Twitch, as well as advise on marketing and production strategy to help artists grow their fanbases through livestreaming.

• The debut premieres live from the red carpet at the UMG GRAMMY Afterparty on Sunday February 1 at 9pm PST.

• Viewers can tune in on Twitch at twitch.tv/universalmusiclive.

• UMG says the initiative is designed to amplify standout moments from music-focused events, conversations, performances and culture to engage with fans globally.

What they said:

• Todd Goodwin, Senior Vice President, Culture Marketing & Creative Strategy and Head of °1824: “Universal Music Live will extend the reach of our live events far beyond their physical locations, opening new opportunities for fans around the world to engage with the artists they love. This initiative is designed to elevate the fan experience by offering unprecedented access, rewarding our artists’ most dedicated supporters on a truly global scale, and [we] are excited to expand our collaboration with the team at Twitch.”