Warner Music Group (WMG) and Twitch today announced a first-of-its-kind partnership that will see the companies launch various recording artist channels and create a standalone music space featuring premium music-centric programming. The innovative deal marks Twitch’s first partnership with a major record company, bringing users new ways to interact with music-related content on the service, and granting artists a more direct connection with fans.
Oana Ruxandra, Chief Digital Officer and EVP, Business Development, WMG said: “It’s clear that Twitch is an indispensable space for all types of creators to connect with their fan communities. Our partnership creates an on-ramp for artists to come onto the service with strong support from Twitch, opening up an entirely new source of incremental revenue. Between the artist-specific channels and the premium shows we’re planning to launch, music lovers will get a refreshing new view into the world of music and the lives of their favorite artists.”