Universal Music Group (UMG) has revealed details of a new livestreaming channel on Twitch. 

Led by UMG’s in-house creative division, °1824, the project’s debut livestream will be from UMG’s Grammys Afterparty this Sunday (February 1) from 9pm PST. 

According to a press release, Universal Music Live is designed to “amplify standout moments from music-focused events, conversations, performances and culture to engage with fans globally”. 

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, UMG

Artists will also be supported in establishing a presence on Twitch in order to expand their reach.

Todd Goodwin, UMG’s senior vice president, culture marketing & creative strategy and head of °1824, has welcomed the news. 

“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. “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.”

To date, °1824 has produced more than 300 live broadcasts featuring a wide range of artists such as Doechii, NAV, Benee, Lexa Gates, Tucker Wetmore, Dierks Bentley, Gryffin, Coco Jones, Girlset and many more.

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