Amazon Music has partnered with live-streaming platform Twitch (which is owned by Amazon) to incorporate Twitch’s live streaming functionality into the Amazon Music app on IOS and Android.
A press release announcing the integration states that it will enable fans “to engage with artists in brand-new ways and move seamlessly between live streams and recorded music”.
“For the first time, artists across the globe will be able to connect live with Amazon Music’s more than 55 million customers through Twitch, providing music fans with the best live in-app experience possible, and further engagement with an artist’s recorded catalogue,” adds the release.
Twitch’s tie-up with Amazon Music will now give the latter platform’s users a variety of ways to discover artist live streams within the Amazon Music app, including push notifications from artists they follow when they go live on Twitch; and through a new “Live” browse page on Amazon Music.
Artists can use Amazon Music’s recently launched Amazon Music for Artists app to link their Twitch channels with Amazon Music.
Ryan Redington, Director, Amazon Music said: “The combination of live streaming, coupled with the on-demand playback of songs on Amazon Music is groundbreaking.
“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 catalogue.”
Tracy Chan, VP, Head of Music at Twitch added: “Twitch has always been about connecting amazingly talented creators live with fans everywhere.
“That’s why we’re excited to announce the next phase of our ongoing partnership with Amazon Music that unlocks an entirely new world of live music experiences and engagement by connecting Twitch live streams and Amazon’s catalogue of recorded music.
“Especially now, in a time when traditional venues are closed and tours have been cancelled, musicians are looking for new ways to continue creating, connect with fans, and build community.
“Twitch has become the place to co-create shared live experiences, and it’s now accessible in-app for Amazon Music’s 55 million customers.”