Universal Music Group (UMG), Twitch, and Amazon Music have announced an expansion of the companies’ agreements.

Under these agreements, subscribers will gain enhanced access to some of the world’s most popular music content on Amazon—this includes authentic artist merchandise, high quality and spatial audio, live streams, and premium experiences with UMG’s extensive roster of artists from around the world. 

In addition to that, Twitch and UMG will work together to foster new innovative opportunities for artists and labels to engage with their fans and new audiences, not just creatively but also commercially. This collaboration will see original content being created for the live streaming service. 

Tracy Chan, Head of Music at Twitch said: “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.”

Michael Nash (EVP, Digital Strategy) from UMG added: “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."

“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.”

The news also follows Twitch's recently announced strategic partnership with independent music label, Merlin.