Universal Music Group and Amazon Music have expanded their global partnership, embracing “Streaming 2.0” as both companies aim to enhance artist-to-fan engagement through exclusive content with UMG artists, innovative product opportunities and increased fraud protection.
The partnership will explore new and enhanced product opportunities, including advancements in audiobooks, audio and visual programming and livestreaming content. UMG and Amazon Music will also collaborate to combat issues such as unlawful 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,” said Sir Lucian Grainge, chairman & CEO of UMG. “We appreciate Amazon Music’s deep commitment to the interests of our artists, and look forward to progressing our shared artist-centric objectives through product innovation and accelerating growth of their service.”
UMG laid out 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 day gathering in August. UMG plans to grow subscriptions in developing markets, where subscribers significantly boost ARPU. Additionally, UMG aims to attract audiobook listeners and satellite radio subscribers to convert them into music streaming users, leveraging these new audiences to drive further growth.
Steve Boom, vp of audio, Twitch and games for Amazon, noted that the expanded partnership would redefine streaming services by introducing more artist-to-fan connections through innovative products and exclusive content. “We’re thrilled to expand our relationship with UMG which will enable us to partner 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 collaborations include YouTube/Google, ProRata.AI, Endel, SoundLabs and BandLabs, among others.
The two companies expanded their working relationship in 2022 as well, providing Amazon Music and Twitch users with greater access to UMG content, including live streams, spatial audio, artist merchandise and other exclusive experiences.
