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Universal Music Group Turns To Twitch For Live Programming
24/7 music // Illustration by Kate Walker
Universal Music Group is getting in on the livestream game with a new Twitch channel dubbed “Universal Music Live.”
The Big Picture: Livestreaming platforms have become one of the key portals for people to watch well… actual… live content. While YouTube turns to mainstream programming, UMG is betting that Twitch still feels niche enough to find a new fanbase used to engaging with content literally 24/7.
Behind The Stream: Can UMG turn Twitch into its own MTV?
Universal Music Live will be a hub for live shows, festival coverage, awards shows, artist takeovers, and much more.
UMG’s creative division °1824 is behind the channel and is an expansion of a deal the label made with Twitch back in 2022.
The hub is meant to appeal to superfans who want to soak up everything about the artists they love… and are always willing to drop extra cash on limited-edition items or exclusive performances.
Encore: While Universal Music Live only has a few clips from The Re-Fresh podcast available, the hub is meant to kick off in earnest on February 1st — the date of the Grammys. According to Tubefilter, the label’s after-party red carpet will stream to Twitch, likely giving fans a more man-on-the-street approach to its coverage. That could really appeal to the stans… which, again, is exactly who UMG wants to reach.
Next Show: Expect UMG to test dropping ticket pre-sale codes or merch giveaways mid-stream to drive engagement. That’ll get the stans watching.
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Today’s email was written by David Vendrell.
Edited by Nick Comney. Polled and Copy-edited by Kait Cunniff.
Published by Darline Salazar.