It’s been a busy time in regards to music deals for Twitch. Infamous for unforgiving DMCA notifications and difficult-to-navigate rules around music within streams, the site has earned itself somewhat of a bad reputation with its frustrated creators. Last week, however, Twitch reached an agreement with the National Music Publishing Association (NMPA) in order to make more positive music connections.
Now, Twitch and WMG have penned a deal that is the first of its kind for the video streaming site. The partnership will be focussed on the launch of WMG artist channels and creating a standalone music space.
Oana Ruxandra, Chief Digital Officer and EVP, Business Development, WMG stated: “It’s clear that Twitch is an indispensable space for all types of creators to connect with their fan communities.” It is hoped the partnership will create an on-ramp for artists to the platform, whilst also opening up a new source of incremental revenue. For music fans, a “refreshing new view into the world of music and the lives of their favorite artists” will be offered.
TikTok star, now music artist, Bella Poarch, Saweetie and Sueco are the first Warner Music Group artist to be involved.
WMG’s own channel will be handled by its subsidiary, IMGN. The media group will be responsible for producing shows on the channel designed to bring artists and creators closer together. These shows include The Drop (music interviews and performances), Freestyle Throwdown (rap battles meets gaming), and The One (sharing inspirations, covers, audience Q&A, and up-and-coming Twitch musicians).
Part of Twtich’s recent agreement with the NMPA enables music rights holders, including WMG, to opt into reports relating to how their music is used. This gives right holders the ability to see when Twitch creators have incidentally or inadvertently used their music within streams.
These new thoughtful music partnerships seem to be paving the way for a healthier relationship between Twitch and the music industry and, subsequently, Twitch and its users.