Warner Music Group and Twitch have announced their new partnership. Currently, Twitch houses many streamers and various gaming events, but now they are expanding into music. Both companies will launch various recording artist channels, as well as music-centric programming. The partnership hopes to help fans and artists have a more direct connection.
As per Tracy Chan, the Head of Music, Twitch believes this to be “a great step forward” as it will provide a “myriad of opportunities for fans and artists to forge meaningful, direct, and valued relationships on Twitch.”
This partnership includes the launch of Warner Music Group artist channels. Bella Poarch, Saweetie, and Sueco all will have streams of exclusive content and behind-the-scenes moments.
Some of the new music programming the partnership hopes to bring are:
- The Drop, a place where hosts (and guests) discuss music news with audiences
- Freestyle Throwdown, a gameshow for Twitch rappers
- The One, a program where up-and-coming artists talk about their inspiration and perform
Additionally, Twitch has created a new process for copyright holders to opt into reporting certain uses of their music. Though details on how this will pan out haven’t been revealed yet, I’m curious to see what the process will look like.
For music fans, this partnership will certainly bring an interesting dimension to the world of Twitch.