Universal Music Group’s °1824 Launches New Livestreaming Initiative on Twitch
Universal Music Group’s °1824 Launches New Livestreaming Initiative on Twitch
Universal Music Live will offer livestreaming pathways for reaching fans on Twitch and beyond
SANTA MONICA, 23 January – °1824, the in-house creative division of Universal Music Group (UMG), the world leader in music-based entertainment, today announced Universal Music Live, a new livestreaming channel on Twitch.
Universal Music Live will amplify standout moments from music-focused events, conversations, performances and culture to engage with fans globally. The 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 9 p.m. Pacific Standard Time. Viewers can tune in exclusively on Twitch at twitch.tv/universalmusiclive. For more updates, follow Universal Music Live on Instagram, TikTok and YouTube.
Senior Vice President, Culture Marketing & Creative Strategy and Head of °1824 Todd Goodwin says, “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. 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.”
°1824 serves as Universal Music Group’s central livestream production and marketing unit in the U.S. and 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. In addition to 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.
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About °1824
°1824 is Universal Music Group’s culture marketing & creative strategy team focusing on content & the connection of artists directly to fans. Our offerings include content creation, ideation, livestreaming, PR, creator partnerships, strategic partnerships, experiences and digital marketing.
With a staff of passionate and highly skilled visionaries, °1824’s first-of-its-kind network of young creatives makes an impact locally while thinking globally. We redefine artist development by giving them a direct connection to youth culture and providing resources essential to an artist’s success.
Watch the reel here to learn more about °1824’s work.
About Universal Music Group
Universal Music Group exists to shape culture through the power of artistry. UMG is the world leader in music-based entertainment, with a broad array of businesses engaged in recorded music, music publishing, merchandising and audiovisual content. Featuring the most comprehensive catalogue of recordings and songs across every musical genre, UMG identifies and develops artists and produces and distributes the most critically acclaimed and commercially successful music in the world. Committed to artistry, innovation and entrepreneurship, UMG fosters the development of services, platforms and business models in order to broaden artistic and commercial opportunities for our artists and create new experiences for fans. For more information, visit www.universalmusic.com.
