Universal Music Group (UMG) has launched a dedicated livestreaming channel on Twitch called Universal Music Live. The initiative is led by the company’s in-house creative division, °1824.
The channel will stream live performances, industry events, artist conversations, and other content. It will also provide production and marketing support to UMG artists seeking to build audiences on the platform.
Universal Music Live debuted on February 1 with coverage of UMG’s Grammy afterparty red carpet in Los Angeles. Viewers can access the channel at twitch.tv/universalmusiclive.
°1824 offers services such as content creation, ideation, public relations, creator partnerships, strategic partnerships, experiences, and digital marketing. It has handled livestreaming for UMG artists through the previous channel, 3point5, and produced more than 300 live broadcasts since 2022. These include events for artists such as Doechii, NAV, Benee, Lexa Gates, Tucker Wetmore, Dierks Bentley, Gryffin, Coco Jones, and GIRLSET.
The division now manages livestream production and marketing across UMG’s US operations, working with the company’s labels to coordinate digital broadcasts.
Todd Goodwin, Head of °1824 and Senior Vice President, Culture Marketing & Creative Strategy at UMG, said the channel will extend the reach of live events beyond physical locations. “This opens new opportunities for fans around the world to engage with the artists they love,” he said.
Goodwin added that the initiative aims to improve the fan experience through greater access and to reward dedicated supporters globally. He noted UMG’s excitement to expand its collaboration with Twitch.
The launch builds on UMG’s existing ties with Twitch. In June 2024, Twitch signed first-of-its-kind deals with UMG, Warner Music Group, Sony Music, and Merlin. These agreements allow DJs to play music legally in their livestreams.
Since 2021, UMG peer Warner Music Group has maintained a partnership with Twitch that led to the creation of artist channels on the platform. In December 2024, UMG entered a worldwide licensing agreement with Amazon Music.
The deal includes commitments for collaboration on audio expansions, such as audiobooks, audio and visual programming, and investment in livestreamed content.
