WMG, TWITCH ALIGN

Warner Music Group and Twitch have partnered to launch recording-artist channels and create a stand-alone space featuring premium music-centric programming. It's Twitch’s first partnership with a major record company.

Warner Records’ Bella Poarch and Saweetie are among the first artists to start channels, which will boast exclusive content and behind-the-scenes material. The channels are expected to open income opportunities and expand fan engagement.

“It’s clear that Twitch is an indispensable space for all types of creators to connect with their fan communities,” said Oana Ruxandra, WMG’s Chief Digital Officer and EVP, Business Development. “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.”

The stand-alone WMG space will present professionally produced original programming curated by digital media company IMGN, which WMG acquired last year. The channel will cultivate social interactivity and music discovery among next-gen music heads and see regular appearances by top artists across the musical spectrum.

Upcoming programs include...

The Drop: Hosts and audience discuss the latest news from the world of music, with special guests and performances.

Freestyle Throwdown: While playing games, Twitch rappers must impress the panel with their skills. The audience chooses topics and has a say in who wins.

The One: Every artist has "the one,” a song that inspired them to be part of the music world. Guest artists will perform these songs, take audience questions and meet up-and-coming Twitch musicians that they have inspired.

Twitch has also created a new process that rightsholders, including WMG, can opt into to report when creators inadvertently or incidentally use copyrighted music in their streams.

“The myriad opportunities for fans and artists to forge meaningful, direct and valued relationships on Twitch continue to expand every day,” said Twitch VP, Head of Music, Tracy Chan. “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."