Twitch is an exciting platform, but hasn’t always been the easiest for labels to work with, given the licensing complexities. However, UMG’s latest initiative sees it leaning into Twitch more heavily.
It’s called ‘Universal Music Live’ and is the work of in-house creative division °1824. The channel’s focus is live events, starting with a Grammy after-party red-carpet stream on 1 February.
UMG promised more “events, conversations, performances and culture” for the channel, with the team behind it also advising the label’s artists on how to grow their own audiences on Twitch.
In other words, this is a play for superfans, as the channel’s intro video makes clear with its “Connecting artists to superfans around the world: interact with your favorite artists backstage and behind the scenes” pitch.
The key, as with any Twitch channel, will be commitment: regular broadcasts that viewers know to show up for, as well as tapping into Twitch’s collaborative culture to link up with established creators on the platform.
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