Photo Credit: °1824 x UMG
UMG’s in-house creative division °1824 announces a new livestreaming channel on Twitch to amplify standout moments from music-focused events.
°1824, the in-house creative division of Universal Music Group (UMG) has announced a new livestreaming channel on Twitch, Universal Music Live. The channel will amplify standout moments from music-focused events, conversations, performances, and culture to engage with fans.
The Universal Music Live team will support artists in establishing a presence on Twitch, as well as advise on marketing and production strategy to help artists grow their fanbases through livestreaming as a whole.
The debut stream premieres live from the UMG Grammy Afterparty’s red carpet on Sunday, February 1, at 9PM PST. Viewers can tune in exclusively on Twitch and follow Universal Music Live on Instagram, TikTok, and YouTube for more updates.
“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,” said Todd Goodwin, Senior Vice President, Culture Marketing & Creative Strategy and Head of °1824.
“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.”
As Universal Music Group’s central livestream production and marketing unit in the U.S., °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.
Besides executing programming, °1824 has been a driving force behind the growth and success of UMG’s relationship with Twitch. The team is home to additional creative resources available to UMG labels, such as content creation, social media, creator partnerships, strategic partnerships, university relations, publicity, and livestreaming.
With its dedicated staff, °1824’s first-of-its-kind network of young creatives aims to make an impact locally while thinking globally. The team strives to redefine artist development by giving them a direct connection to youth culture and providing resources essential to an artist’s success.
