As the concert livestreaming business grows in the absence of touring, Amazon Music will now allow artists to livestream directly within its the platform through a partnership with Amazon-owned Twitch, Billboard can exclusively announce.
The partnership, which rolls out Tuesday (Sept. 1) across all Amazon Music streaming tiers — including the free tier, Amazon Prime, Amazon Music Unlimited and Amazon Music HD — makes Amazon Music the first music streaming service to add livestreaming capabilities for all of its artists. Amazon Music director Ryan Redington touts that the update will not only give artists on popular livestreaming platform Twitch new access to Amazon Music’s 55 million users worldwide, but will also allow those users to toggle easily between an artist’s livestream and recorded music catalogue, which he calls a “game-changer for the music industry.”
“We’ve been trying to figure out what the evolution of a music service is going to be, and a way to drive stronger artist-to-fan connections was an important part of that,” Redington tells Billboard. “Livestreaming was an obvious next step for us. If you couple that with on-demand streaming, the fact that a fan can go directly from engaging with an artist via livestream and move into on-demand consumption is really powerful.”