{"id":258398,"date":"2026-01-26T14:20:08","date_gmt":"2026-01-26T14:20:08","guid":{"rendered":"https:\/\/www.newsbeep.com\/il\/258398\/"},"modified":"2026-01-26T14:20:08","modified_gmt":"2026-01-26T14:20:08","slug":"universal-music-group-has-launched-a-live-channel-on-twitch","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/il\/258398\/","title":{"rendered":"Universal Music Group has launched a live channel on Twitch"},"content":{"rendered":"<p>Twitch is an exciting platform, but hasn\u2019t always been the easiest for labels to work with, given the licensing complexities. However, UMG\u2019s latest initiative sees it leaning into Twitch more heavily.<\/p>\n<p>It\u2019s called \u2018<a href=\"https:\/\/www.twitch.tv\/universalmusiclive\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Universal Music Live<\/a>\u2019 and is the work of in-house creative division \u00b01824. The channel\u2019s focus is live events, starting with a Grammy after-party red-carpet stream on 1 February.<\/p>\n<p>UMG promised more \u201cevents, conversations, performances and culture\u201d for the channel, with the team behind it also advising the label\u2019s artists on how to grow their own audiences on Twitch.<\/p>\n<p>In other words, this is a play for superfans, as\u00a0<a href=\"https:\/\/www.twitch.tv\/videos\/2676243485\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">the channel\u2019s intro video<\/a>\u00a0makes clear with its \u201cConnecting artists to superfans around the world: interact with your favorite artists \u00a0backstage and behind the scenes\u201d pitch.<\/p>\n<p>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\u2019s collaborative culture to link up with established creators on the platform.<\/p>\n<p>Related Stories\t\t\t<\/p>\n","protected":false},"excerpt":{"rendered":"Twitch is an exciting platform, but hasn\u2019t always been the easiest for labels to work with, given the&hellip;\n","protected":false},"author":2,"featured_media":258399,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[146,85,46,48934,13384,24713,47335],"class_list":["post-258398","post","type-post","status-publish","format-standard","has-post-thumbnail","category-entertainment","tag-entertainment","tag-il","tag-israel","tag-live-music","tag-superfans","tag-twitch","tag-universal-music-group"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/258398","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=258398"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/258398\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/258399"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=258398"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=258398"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=258398"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}