Universal Music Group’s °1824 division announced the launch of “Universal Music Live,” a dedicated Twitch livestreaming channel that expands the company’s direct-to-fan engagement capabilities.

According to the announcement, the initiative will broadcast music-focused events, performances, and conversations to global audiences. The °1824 team will support artists in establishing a Twitch presence and provide guidance on marketing and production strategies for livestreaming growth.

“Universal Music Live” will debut with exclusive coverage of the UMG Grammy Afterparty red carpet on February 1 at 9 p.m. Pacific Standard Time.

“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, SVP of Culture Marketing & Creative Strategy and Head of °1824.

Production Track Record

The °1824 division serves as Universal Music Group’s central livestream production and marketing unit in the U.S., having produced more than 300 live broadcasts featuring artists including Doechii, NAV, Benee, Lexa Gates, Tucker Wetmore, Dierks Bentley, Gryffin, Coco Jones, and GIRLSET.

The team has driven UMG’s relationship with Twitch and provides additional creative resources to UMG labels, including content creation, social media management, creator partnerships, strategic partnerships, university relations, publicity, and livestreaming services.

The channel launch follows UMG’s June 2024 participation in licensing deals with the Amazon-owned platform alongside Warner Music Group, Sony Music, and Merlin, enabling DJs to legally play music in livestreams. Warner Music has maintained a separate partnership with Twitch since 2021, including WMG artist channels on the platform.

In December 2024, UMG struck a worldwide licensing agreement with Amazon Music that included collaboration on livestreamed content.

Broader Digital Strategy

The Twitch channel launch follows UMG’s release of “House of Carmen,” a proprietary creator marketing application that pays influencers to post content on TikTok and Instagram. The app, developed by UMG’s UK team, establishes direct relationships with social media creators through guaranteed campaign fees and performance-based competitions.

UMG resolved a licensing dispute with TikTok in May 2024, restoring its catalog to the platform after a months-long removal and enabling artists including Drake, The Weeknd, and Billie Eilish to resume TikTok campaigns.