Universal music group and Amazon Music announced an expanded global relationship that will “enable further innovation, exclusive content with UMG artists, and the advancement of artist-centric principles, including increased protection against fraud,” according to the announcement.

Although full details have not been disclosed, the agreement aims to advance UMG’s “Streaming 2.0” strategy, which focuses less on streaming scale and instead aims to increase value through different subscription tiers and selling merchandise and other products to fans.

On this subject, the announcement states that UMG and Amazon Music will collaborate “to explore new opportunities for enhanced products designed to benefit artists and enrich their fans’ experiences.” UMG will also collaborate with Amazon Music as it expands into audio, including audiobooks, audio and visual programming, as well as its investment in live-streamed content. UMG and Amazon will also work together to combat, among other things, illegal AI-generated content, as well as protect against fraud and misattribution.

Lucian Grainge, Chairman and CEO of UMG, said: “We are very pleased to advance our long-standing and excellent partnership with Amazon Music, which marks a new era in streaming: Streaming 2.0. We appreciate Amazon Music’s deep commitment to the interests of our artists and look forward to advancing our shared artist-centric goals through product innovation and accelerating the growth of their service.

Steve Boom, VP of Audio, Twitch and Gaming for Amazon, added: “UMG has always been a collaborative partner of Amazon Music, and as we continue to invent and introduce more connections between artists and fans through our products and exclusive content, we are redefining what it means to be a streaming service. We are excited to expand our relationship with UMG, which will allow us to collaborate on meaningful new ways for artists to deepen their engagement with their fans around the world, while working together to protect the work of artists, authors -composers and publishers.