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Twitch and Warner Music Group have reached a deal to create a standalone music space on the streaming platform.
The partnership will see the two companies launch channels of recording artists and create a stand-alone music space that will offer a premium music-centric program.
This is Twitch’s first partnership with a major record label, which is monumental for the platform. It will also bring a variety of new ways to interact with music related content. Twitch is primarily used for video game streams, and as such, it’s no surprise that Warner is the first company to partner with the platform, as their gaming branch owns the IP of the platform. Batman video game series and the Shadow of Mordor series.
Oana Ruxandra, Chief Digital Officer and EVP, Business Development at Warner Music Group said of the partnership:. Between the dedicated artist 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.
The WMG space on Twitch will have scheduled programming such as “The Drop,” a meeting place where hosts will discuss music and music news. There’s “Freestyle Throwdown,” a freestyle arena where rappers and artists compete, and “The One” a guest show where performers answer questions and perform the music that inspired them.