As the music streaming wars rage onward, digital service providers are always looking for a leg up on their competitors. This often comes in the form of cross-platform integrations. In line with this strategy, Amazon is now spreading its empire into the gaming world of Twitch. The global behemoth announced this week that they were integrating Twitch’s live streaming software for artists directly within Amazon Music.
The addition will offer seamless integration for an artist’s live stream and entire history of releases. Over 1,000 artists, including Donald Glover, Bastille, and Imagine Dragons, have already connected their accounts.
Director of Amazon Music, Ryan Redington, referred to the integration as a “game-changer for the music industry.” Reddington continues, “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 live stream and move into on-demand consumption is really powerful.”
The new integration allows Amazon Music artists to link their Twitch accounts to automatically host live streams from one place—whether it’s a live set, a hangout session, a fan Q&A, a production tutorial, etc. Additionally, Amazon Music members will be notified anytime an artist goes live on Twitch, so long as they are a fan follower.
The service is available as of September 1 for all tiers of Amazon Music membership.