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Twitch launches a livestreaming music incubator scheme

Twitch settled its legal dispute with publishing body the NMPA in September to create space to sign licensing deals with individual members. Now it is launching a “livestreaming music incubator program” that will work with emerging artists.

It’s called ‘The Collective’ and will see those artists given education in Twitch’s ‘livestream playbook for music’ then, once they graduate from the scheme, given investment and support by the Amazon subsidiary.

Amazon Music, Discord, DistroKid, Rolling Stone, TuneCore and UnitedMasters are among the partners for The Collective, with an open applications process – although DistroKid and TuneCore will also be helping to choose artists for the program.

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TikTok wants to help brands license music to use on its app

The boundary between user-generated content and sponsored or branded content is important for music rightsholders, who feel strongly that if a video on a social app or video service is being paid for by a brand, it should be a proper sync.

But what about brands who want to use original music for their own content? One of those services, TikTok, is trying to help with its new ‘Sound Partners’ program.

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Soundtrack by Twitch offers licensed music to streamers

Livestreaming platform Twitch is launching a new feature, Soundtrack by Twitch, with a catalogue of licensed music for its community of creators to use in their streams.

The Amazon-owned company has licensed more than 1m tracks from more than 30 independent labels and distributors for the beta launch, in what’s its second attempt at an in-house music library.

Labels on board include Anjunabeats, Chillhop, Empire, Monstercat, Nuclear Blast and Alpha Pup. The initial distributor partners are DistroKid, UnitedMasters and SoundCloud.