Today Amazon and Twitch announced their partnership to integrate Twitch’s live, on-demand streaming feature into the Amazon Music app, allowing artists to go live to their fans through the platform. The feature is now available to the 55 million Amazon Music users on both iOS and Android.
This launch comes at a time when in-person concerts are pretty much off the table due to COVID-19. The world has learned to become even more digital, and Amazon and Twitch are launching this feature to continue the advancement in digital experiences. It’s also a new way for artists to be able to hold live fundraisers and other events to benefit COVID relief efforts.
“The combination of live streaming, coupled with the on-demand playback of songs on Amazon Music is groundbreaking,” said Ryan Redington, Director, Amazon Music. “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 catalog.”
To get things started, Amazon has already partnered with various artists to start utilizing the feature beginning this week with a schedule of live events. Here’s what’s upcoming on the Amazon Music App:
- The Killers’ Brandon Flowers and Ronnie Vannucci Jr. will join Amazon Music September 4th at 1PM ET to answer fan questions about their latest album, Imploding the Mirage.
- Soul singer and storyteller Nicole Atkins will host a variety series Wednesdays at 7PM ET with performances and interviews with friends and artists including Elle King, Cut Worms and Whitney.
- Amazon Music UK will stream the Heavy Music Awards 2020 live from the HMA’s London offices September 3, 2020 at 8:30pm BST / 3:30pm ET and feature performances from The Hunna, Holding Absence, Heart Of A Coward, Wargasm, Coldbones and HAWXX.
- Capital One City Parks Foundation’s SummerStage Anywhere will stream exclusive digital performances (Tuesday’s at 7PM EST) spanning Latin, World, Hip-Hop, Jazz and more for its weekly concert series.
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