Universal Music Group to launch livestreaming channel on Twitch

The channel will focus on livestreamed coverage of music-related events, performances and conversations, with the aim of engaging audiences beyond physical venues. According to UMG, the project will also involve supporting artists to establish and grow their presence on Twitch, alongside providing guidance on marketing and production strategies linked to livestreaming.

Universal Music Live is scheduled to debut with a livestream from the red carpet of the UMG GRAMMY Afterparty on 1 February, at 9 p.m. Pacific Standard Time. The broadcast will be available exclusively via the Universal Music Live Twitch channel.

Todd Goodwin, senior vice president for culture marketing and creative strategy and head of °1824, said the initiative was intended to broaden access to live music experiences. ‘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,’ he said. He added that the project aimed to offer ‘unprecedented access’ for fans and to expand UMG’s collaboration with Twitch.

°1824 operates as UMG’s central livestream production and marketing unit in the United States. The team has produced more than 300 live broadcasts featuring artists across multiple genres, including Doechii, NAV, Benee, Coco Jones and Dierks Bentley. Beyond livestream programming, the division also provides creative and strategic services to UMG labels, including content creation, social media strategy, partnerships and publicity.

UMG has not disclosed further details on the long-term programming schedule for Universal Music Live, but updates will be shared through the channel’s social media platforms.