WMG Teams Up With Twitch
• Warner Music Group (WMG) and Twitch announced a first-of-its-kind partnership that involves launching various recording artist channels and the creation of a standalone music space featuring premium music-centric programming.
Oana Ruxandra, Chief Digital Officer & 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.”
Tracy Chan, VP, Head of Music for Twitch added, “Twitch has always been — and will continue to be — creator-first. For fans, artists and all creators, this is a great step forward. The myriad opportunities for fans and artists to forge meaningful, direct and valued relationships on Twitch continue to expand every day. Working together, we can create new paradigms and opportunities for artists and the Twitch community, all grounded in the passion of fans. We appreciate the progressive approach of our colleagues at Warner Music and look forward to a productive partnership.”
The partnership will include the launch of WMG artist channels featuring Warner Records’ superstars Bella Poarch and Saweetie and Atlantic Records’ viral breakout singer/producer Sueco, featuring a steady stream of exclusive content and behind-the-scenes material. The move empowers Warner Music’s talent to tap into Twitch’s unique creator-driven model, opening up additional income opportunities, as well as access to Twitch’s fan engagement tools to get to know their audiences better.
Twitch has also created a new process that participating music rights holders, including WMG, can opt into to report certain uses of their music, to address when creators inadvertently or incidentally use music in their streams.
