Warner Music and Twitch team on artist channels and programming

Warner Music Group and Twitch have announced a partnership that will see the companies launch various recording artist channels and create a standalone music space featuring premium music-centric programming.

The deal marks Twitch’s first partnership with a major record company.The deal with Warner Music Group’s recorded music business will see the launch of WMG artist channels, including Warner Records acts Bella Poarch and Saweetie and Atlantic Records’ Sueco, featuring a steady stream of exclusive content and behind-the-scenes material. 

The move helps Warner Music’s talent to tap into Twitch’s creator-driven model, opening up additional income opportunities, as well as providing access to Twitch’s fan engagement tools.

Oana Ruxandra, chief digital officer and EVP, business development, WMG, said: ”It’s clear that Twitch is an indispensable space for all types of creators to connect with their fan communities. Our partnership creates an on-ramp for artists to come onto the service with strong support from Twitch, opening up an entirely new source of incremental revenue.

Between the artist-specific channels and the premium shows we’re planning to launch, music lovers will get a refreshing new view into the world of music and the lives of their favourite artists.”