Amazon Music has partnered with livestreaming platform Twitch (which is owned by Amazon) to incorporate Twitch’s live streaming functionality into the Amazon Music app on IOS and Android.
A press release announcing the integration states that it will enable fans “to engage with artists in brand-new ways and move seamlessly between live streams and recorded music”.
“For the first time, artists across the globe will be able to connect live with Amazon Music’s more than 55 million customers through Twitch, providing music fans with the best live in-app experience possible, and further engagement with an artist’s recorded catalogue,” adds the release.
Over 1,000 artists have already connected their Amazon Music accounts to Twitch, according to Amazon Music Director Ryan Redington, who adds that “this new feature couldn’t arrive at a more crucial time in the industry”.
MBW has previously written about how Twitch (which was acquired by Amazon for $970 million in 2014) is becoming increasingly important to the music business.
With COVID-19 negatively impacting the global live music business in 2020, Twitch, with its multiple millions of concurrent viewers, has become a key live-streaming destination for artists.
Twitch’s tie-up with Amazon Music will now give the latter platform’s users a variety of ways to discover artist live streams within the Amazon Music app, including push notifications from artists they follow when they go live on Twitch; and through a new “Live” browse page on Amazon Music.
Artists can use Amazon Music’s recently launched Amazon Music for Artists app to link their Twitch channels with Amazon Music.
Starting this week, Amazon Music’s Twitch channel will feature live events from the likes of The Killers’ Brandon Flowers and Ronnie Vannucci Jr. who will join Amazon Music on September 4 to answer fan questions about their latest album, Imploding the Mirage.
Meanwhile, soul singer Nicole Atkins will host a variety series on Wednesdays at midnight BST/7PM ET with performances and interviews with artists including Elle King, Cut Worms and Whitney.
This coming Thursday (September 3) on Amazon Music’s UK Twitch channel, Geovarn, Kilo Jugg and Potter Payper will be performing in a special “+44” takeover of the Amazon Music Sessions (+44 is Amazon Music’s UK-centric brand and playlist).
“The combination of live streaming, coupled with the on-demand playback of songs on Amazon Music is groundbreaking.”
Ryan Redington, Director, Amazon Music
In addition, Amazon Music UK will stream the Heavy Music Awards 2020 live from the HMA’s London offices on September 3.
Capital One City Parks Foundation’s SummerStage Anywhere will stream exclusive digital performances on Tuesdays at Midnight BST/7PM EST.
Ryan Redington, Director, Amazon Music said: “The combination of live streaming, coupled with the on-demand playback of songs on Amazon Music is groundbreaking.
“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 catalogue.”
“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.”
Tracy Chan, Twitch
Tracy Chan, VP, Head of Music at Twitch added: “Twitch has always been about connecting amazingly talented creators live with fans everywhere.
“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 catalogue 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.”
Elsewhere in this space, on August 25 we reported that that UK-based virtual reality company Melody VR has acquired Spotify rival Napster in a $70m deal.
Meanwhile, over in India, Reliance-owned JioSaavnhas partnered with TikTok rival Triller, which will see the two services integrated over the next few months.Music Business Worldwide
