Warner Music Group and Twitch Announce Unique Partnership


Oana Ruxandra, Chief Digital Officer and EVP, Business Development, WMG said: “It is clear that Twitch is a must-have space for all types of creators to connect with their fan communities. Our partnership creates an access ramp for artists to come on the service. with strong support from Twitch, opening up a whole new stream of additional income. Between the artist-specific channels and the premium shows we plan to launch, music lovers will have a refreshing new take on the music world and the lives of their favorite artists. “

Tracy chan, VP, Head of Music, Twitch added, “Twitch has always been – and will continue to be – creator first. For fans, artists and all creators, this is a big step forward. The myriad of opportunities for fans and artists to create meaningful, direct and valued relationships on Twitch continue to grow every day. By working together, we can create new paradigms and opportunities for artists and the Twitch community, all grounded in fan passion. We appreciate the gradual approach of our colleagues at Warner Music and look forward to a productive partnership. “

Partnership with Warner Music Group’s recorded music business will see the launch of WMG artist channels including Warner records superstars Bella poarch and Sueco, a viral singer / producer of Saweetie and Atlantic Records, with a constant stream of exclusive content and behind-the-scenes material. The move allows Warner Music talent to leverage Twitch’s unique creator-focused model, opening up additional revenue opportunities, as well as access to Twitch fan engagement tools to better understand their audience.

The standalone WMG space promises to be an exclusive last-minute experience, as one of the music-centric premium channels on Twitch. It will feature original, professionally produced programming curated by leading social-oriented digital media company IMGN, which WMG acquired last year. The channel will cultivate social interactivity and musical discovery among next-generation music leaders and see regular appearances from top performers across the musical spectrum. Upcoming programming includes:

  • Drop – A hang where the hosts and the audience discuss the latest news from the world of music with special guests and performances.
  • Free Skate Throw – Twitch rappers must impress the panel with their skills, while playing the most popular games. They will have to focus hard as the audience chooses their topics and has a say in who wins.
  • The one – Each artist has “the only one” – the combo of another artist and a song that inspired them to be a part of the music world. Guest artists will perform these songs and answer questions from the audience, as well as meet up-and-coming Twitch musicians whom they in turn have inspired.

Additionally, Twitch has created a new process where participating music rights holders, including WMG, can choose to report certain uses of their music, to deal with when creators inadvertently or accidentally use music in their streams.

About Warner Music Group
With a heritage stretching back over 200 years, Warner Music Group (WMG) today brings together artists, songwriters and entrepreneurs who are changing entertainment culture around the world. Operating in over 70 countries through a network of affiliates and licensees, WMG’s Recorded Music division includes renowned labels such as Asylum, Atlantic, Big Beat, Canvasback, Elektra, Erato, First Night, Fueled by Ramen, Nonesuch, Parlophone, Reprise, Rhino, Roadrunner, Sire, Spinnin ‘, Warner records, Warner Classics and Warner Music Nashville. the music publishing branch of WMG, Warner Chapel Music, has a catalog of over a million copyrights covering every musical genre, from the standards of the Great American Songbook to the greatest hits of the 21st century. Warner Music Group is also home to ADA, the independent artist and record label services company, as well as consumer brands such as Songkick, the live music app; EMP, the e-merchant of goods; and UPROXX, the cultural destination for young people. Follow WMG on Instagram, Twitter, LinkedIn and Facebook.

About Twitch
Launched in 2011, Twitch is an interactive live streaming service and global community that come together every day to create unique, live and unpredictable experiences from the interactions of millions of people. It brings the joy of co-op to everything from casual games and world-class e-sports to anime marathons, music, and art streams. Twitch also hosts TwitchCon, the biggest community event of the year, where tens of thousands of people come together to celebrate and connect with others who share their interests and passions. We’re still live on Twitch. Stay up to date with everything on Twitch Twitter and on our Blog.

Media contacts
Warner Music Group
Majeda Hussein
[email protected]

James steven
[email protected]

Samantha Faught
[email protected]

SOURCE Warner Music Group Corp.

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