°1824, the in-house creative division of Universal Music Group (UMG), has announced the launch of Universal Music Live, a new dedicated livestreaming channel on the Amazon-owned platform Twitch.
The initiative is designed to broadcast and amplify key moments from music events, conversations, and performances to a global audience. According to the announcement, the channel will also support UMG artists in establishing a presence on Twitch by providing marketing and production strategy to help grow fanbases through livestreaming.
The debut stream is scheduled to premiere live from the UMG GRAMMY Afterparty’s red carpet on Sunday, February 1, at 9 p.m. Pacific Standard Time. Viewers will be able to watch exclusively on Twitch at twitch.tv/universalmusiclive.
“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,” said Todd Goodwin, Senior Vice President, Culture Marketing & Creative Strategy and Head of °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.”
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
Todd Goodwin, Senior Vice President of °1824
In addition to programming, °1824 has been responsible for developing UMG’s relationship with Twitch. The team also provides creative resources to UMG labels, including content creation, social media strategy, creator partnerships, strategic partnerships, university relations, publicity, and livestream production.
The launch formalizes and expands UMG’s existing livestreaming efforts on the platform, aiming to create a centralized hub for exclusive artist content and fan engagement as part of the broader music industry’s ongoing investment in direct-to-consumer digital experiences.
