twitch wmg

Freshly out of hostilities with the National Music Publishers Association, Twitch is pressing on with partnerships with music companies.

Yesterday it announced a deal with Warner Music Group focused on launching Twitch channels for WMG’s artists, as well as a “standalone music space featuring premium music-centric programming”.

It’s the first such deal for Twitch with a major label, with WMG’s digital boss Oana Ruxandra describing it as “an on-ramp for artists to come onto the service with strong support from Twitch, opening up an entirely new source of incremental revenue”.

TikToker-turned-artist Bella Poarch, Saweetie and Sueco are the first three WMG artists to get the treatment.

Meanwhile, WMG’s standalone channel will feature shows made by its IMGN subsidiary, starting with The Drop (music interviews and performances), Freestyle Throwdown (a contest combining rapping and playing games), and The One (covers, interviews and meetings of minds between established artists and Twitch-native musicians).

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