Universal Music Group and Amazon Music have expanded their global partnership embracing 'Streaming 2.0' as both companies aim to strengthen artist engagement with fans through exclusive content with UMG artists, innovative product opportunities and increased fraud protection .
The partnership will explore new and enhanced product opportunities, including developments in audiobooks, audio and visual programming and live content streaming. UMG and Amazon Music will also work together to combat issues such as illegal AI-generated content, fraud and misattribution, ensuring the integrity of creative works.
“We are very excited to advance our long-standing, excellent partnership with Amazon Music that marks a new era in streaming — Streaming 2.0,” he said. Sir Lucian GrangePresident & CEO of UMG. “We appreciate Amazon Music's deep commitment to the interests of our artists and look forward to advancing our shared artist-centric goals through product innovation and accelerating the development of their services.”
UMG unveiled its Streaming 2.0 strategy — focusing on innovation, consumer segmentation, geographic expansion and higher average revenue per user (ARPU) — at the company's capital markets gathering day in August. UMG plans to increase subscriptions in growth markets, where subscribers significantly boost ARPU. In addition, UMG aims to attract audiobook listeners and satellite radio subscribers to convert them into music streamers, leveraging these new audiences for further growth.
Steve Boomaudio, Twitch and gaming representative for Amazon, noted that the expanded partnership will redefine streaming services by introducing more artist-to-fan connections through innovative products and exclusive content. “We are excited to expand our relationship with UMG that will allow us to collaborate on meaningful new ways for artists to deepen their engagement with fans around the world while working together to protect the work of artists, songwriters and publishers” , he said. .
UMG has partnered with several AI technology companies to enhance artists' creative and commercial opportunities while ensuring ethical practices. These partnerships include YouTube/Google, ProRata.AI, Endel, SoundLabs and BandLabs, among others.
The two companies have extended their working relationship into 2022, giving Amazon Music and Twitch users greater access to UMG content, including live streams, spatial audio, artist merchandise and other exclusive experiences.
