Universal Music Group‘s in-house creative division °1824 is launching a dedicated channel on Twitch to help artists reach audiences globally via livestreaming.
The new channel called Universal Music Live will stream performances, industry events and artist conversations, while also providing production and marketing support to musicians looking to build audiences on the platform.
The channel will debut on February 1, with coverage from UMG’s Grammy afterparty red carpet in Los Angeles. Viewers can watch the livestream here.
°1824 offers a range of services including content creation, ideation, PR, creator partnerships, strategic partnerships, experiences and digital marketing. The division has also provided livestreaming services to UMG artists via 3point5, UMG’s previous Twitch channel.
The division has produced more than 300 live broadcasts for artists including Doechii, NAV, Benee, Lexa Gates, Tucker Wetmore, Dierks Bentley, Gryffin, Coco Jones, GIRLSET and more.
°1824 now handles livestream production and marketing across UMG’s US operations, wirking with the company’s labels to coordinate digital broadcasts.
Todd Goodwin, Head of °1824 and Senior Vice President, Culture Marketing & Creative Strategy, said: “Universal Music Live will extend the reach of our live events far beyond their physical locations, opening new opportunities for fans around the world to engage with the artists they love.”
Goodwin was promoted to SVP in 2024 after heading °1824 since its inception in 2019.
“This initiative is designed to elevate the fan experience by offering unprecedented access, rewarding our artists’ most dedicated supporters on a truly global scale.”
Todd Goodwin, °1824
“This initiative is designed to elevate the fan experience by offering unprecedented access, rewarding our artists’ most dedicated supporters on a truly global scale, and are excited to expand our collaboration with the team at Twitch.”
For UMG, the move marks its latest partnership with Twitch after the Amazon-owned livestream platform struck “first-of-its-kind” deals with UMG, Warner Music Group, Sony Music and Merlin in June 2024 to allow DJs to legally play music in their livestreams on the platform.
Since 2021, UMG peer Warner Music has had an existing partnership with Twitch since 2021 that saw the launch of WMG artist channels on the platform.
In December 2024, UMG struck a worldwide licensing agreement with Amazon Music. According to a press release at the time, the agreement included a pledge from UMG to “collaborate with Amazon Music as it continues to expand in audio, including further innovation in audiobooks, audio and visual programming, and its investment in livestreamed content”.
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