Twitch’s work to forge partnerships with music rightsholders – if not platform-wide music licensing deals just yet – continues. The latest partner is independent licensing agency Merlin, which says the deal “creates revenue earning opportunities for Merlin members and their artists, and leans into Twitch’s increased focus on music-centric programming”.
What does that mean in practice? The companies said the deal will “expand direct communications between Merlin members and Twitch, open up dedicated support for those members and their artists to grow their audience bases, and unlock marketing opportunities to the benefit of all”. That includes Twitch’s new artist incubator program The Collective.
Meanwhile, Merlin members will also be able to use Twitch’s system for reporting unauthorised use of their music on the service.