Universal Music Group (UMG) is taking a major step forward in its livestreaming strategy with the launch of Universal Music Live, a new official Twitch channel designed to bring fans closer to artists through immersive, real‑time experiences.
The channel is led by UMG’s in‑house creative division, °1824, and will officially debut with a livestream from the UMG Grammy Afterparty red carpet on Sunday, February 1, at 9 p.m. PT. The launch signals UMG’s growing commitment to digital‑first fan engagement and live content beyond traditional stages.
According to UMG, Universal Music Live will feature a wide range of programming, including artist Twitch channel launches, live performance broadcasts, superfan‑focused livestreams, and interactive events such as listening parties, brand activations, and new music premieres. The channel will also host remote artist interviews and in‑studio performance and conversation sessions produced from °1824 Studios in Santa Monica, with additional studio locations planned in New York and Nashville.
In addition to its U.S. operations, Universal Music Live will collaborate with affiliated international channels, including Universal Music Canada’s Nightvision and Universal Music Germany’s STOKED, reinforcing UMG’s global approach to live digital content.
“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, UMG’s Senior Vice President of Culture Marketing & Creative Strategy and Head of °1824. “This initiative is designed to elevate the fan experience by offering unprecedented access and rewarding our artists’ most dedicated supporters on a truly global scale.”
With livestreaming becoming an increasingly important part of artist promotion and fan connection, Universal Music Live positions UMG at the forefront of music‑meets‑gaming culture, leveraging Twitch’s interactive ecosystem to deepen fan relationships and create new monetization and engagement opportunities for artists worldwide.
