Twitch, a video game streaming firm will now launch Twitch Channels for Warner Music Group artistes and a “standalone music space featuring premium music-centric programming”, in a new deal it signed with the major label on Monday.
Oana Ruxandra, WMG’s digital head says it is “an on-ramp for artists to come onto the service with strong support from Twitch, opening up an entirely new source of incremental revenue”.
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).
