News September 2, 2020

Amazon Music partners with Twitch for integrated streaming

Amazon Music partners with Twitch for integrated streaming

The live streaming functionality of Twitch will now be functionally incorporated into the App, as part of a new partnership between the two platforms.

Twitch and Amazon Music will allow the latter’s 55 million customers to connect live with the platform through Twitch, allowing fans to engage with artists and move seamlessly between live streams and recorded music. 

The new Twitch integration has now launched on iOS and Android, and more than 1,000 artists including Donald Glover, Imagine Dragons and Bastille have already connected their accounts.

Amazon Music director Ryan Redington called the coupling of live streaming with on-demand playback a “groundbreaking” move.

“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,” he said.

“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.”

Amazon has already worked closely with Twitch and artists to help them utilise live streaming to connect more deeply with fans, with innovative ways to incorporate live streaming into release campaigns, creating a virtual stage for festivals, and providing more intimate moments for artist Q&As.

Several artists are already using the new integration to connect with their audiences in innovative ways, and especially in the absence of touring.

They include Brandon Flowers of The Killers, who is doing a fan Q&A about their new album on September 4, singer Nicole Atkins hosting a new variety series, while Amazon Music will stream the Heavy Music Awards 2020 from London on September 3 including live performances.

Twitch has always been about connecting amazingly talented creators live with fans everywhere,” Tracy Chan, VP, head of music at Twitch, said.

 “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.”

Artists can now link their Twitch channel with Amazon Music, using the new Amazon Music For Artists app. More info here.

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