Amazon Music and Twitch announce partnership

Amazon Music and online streaming platform Twitch, owned by Amazon, have announced a partnership to incorporate live streaming into the Amazon Music app.

The announcement:

Today, Amazon Music and Twitch have partnered to announce the incorporation of Twitch’s live streaming functionality into the Amazon Music app, enabling fans to engage with artists in brand-new ways and move seamlessly between live streams and recorded music. Launching today on iOS and Android, artists across the globe will now be able to connect live with Amazon Music’s more than 55 million customers across all streaming tiers. Learn more at artists.amazonmusic.com/live.

“The combination of live streaming, coupled with the on-demand playback of songs on Amazon Music is groundbreaking,” said Ryan Redington, Director, Amazon Music. “We’re providing artists with more tools to instantly engage with fans, and this new feature couldn’t arrive at a more crucial time in the industry. More than 1,000 artists have already connected their Amazon Music accounts to Twitch, and this is just day one. Together with Twitch, we’re making it possible for artists across all genres, at all moments of their careers, to harness the social power of live streaming to create more engagement with their recorded catalog.”

At a time when in-person events are limited, artists will for the first time be able to establish a real-time connection with their existing fans on Amazon Music. Artists from superstars to those emerging in their careers can now leverage Twitch and Amazon Music to engage with stadium-size audiences.

“Twitch has always been about connecting amazingly talented creators live with fans everywhere,” said Tracy Chan, VP, Head of Music at Twitch. “That’s why we’re excited to announce the next phase of our ongoing partnership with Amazon Music that unlocks an entirely new world of live music experiences and engagement by connecting Twitch live streams and Amazon’s catalog of recorded music. Especially now, in a time when traditional venues are closed and tours have been cancelled, musicians are looking for new ways to continue creating, connect with fans, and build community. Twitch has become the place to co-create shared live experiences, and it’s now accessible in-app for Amazon Music’s 55 million customers.”

Amazon Music and Twitch are committed to developing new and improved ways to help artists engage with their fans and are excited to offer this feature to music creators. Twitch has long been at the forefront of connecting creators and fans through live streaming experiences, and Amazon Music has worked extensively with Twitch and with artists and labels to help them utilise live streaming to connect more deeply with fans, including developing innovative ways to incorporate live streaming into release campaigns; creating a virtual stage for festivals and charitable fundraising events; and providing more intimate moments for artist Q&As. This year, Twitch and Amazon Music have also worked with artists across all genres to support and produce livestreams to raise millions of dollars for COVID-19 Relief efforts including Twitch StreamAid, Willie Nelson’s Luck Reunion, and more.

Fans will have a variety of ways to discover artist live streams within the Amazon Music app, including a push notification from artists they follow when they go live on Twitch; and through Amazon Music’s new “Live” browse page. Amazon Music has also made it simple for artists to link their Twitch channel with Amazon Music, using the newly-launched Amazon Music for Artists app. Artists can visit artists.amazonmusic.com/live for more information about the feature, step-by-step visuals outlining how to connect their Twitch channel, and more.

Starting this week, fans can check out artists spanning all different genres who are taking advantage of the feature and finding new and innovative ways to connect with audiences live on Amazon Music’s Twitch channel, including: 

  • The Killers’ Brandon Flowers and Ronnie Vannucci Jr. will join Amazon Music September 5th at 3am AEST to answer fan questions about their latest album, Imploding the Mirage
  • Soul singer and storyteller Nicole Atkins will host a variety series Thursday’s at 9am AEST with performances and interviews with friends and artists including Elle King, Cut Worms and Whitney
  • Amazon Music will stream the Heavy Music Awards 2020 live from the HMA’s London offices September 4th at 5:30am AEST and feature performances from The Hunna, Holding Absence, Heart Of A Coward, Wargasm,Coldbones and HAWXX
  • Capital One City Parks Foundation’s SummerStage Anywhere will stream exclusive digital performances (Wednesday’s at 9am AEST) spanning Latin, World, Hip-Hop, Jazz and more for its weekly concert series

Source: Hotwire media release


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