Twitch and Warner Music Group (WMG) are teaming up.
The brand new deal to give WMG acts their own channels on the livestreaming platform is Twitch's latest leap in the world of music, making WMG its first major label partner.
Warner Records artists Bella Poarch and Saweetie, along with Atlantic Records singer-producer Sueco, are set to launch their artist channels to deliver exclusive content fans won't get to see anywhere else.
IMGN, a digital media company which WMG acquired last year, will be producing music news show The Drop, Freestyle Throwdown to give rappers the spotlight as they freestyle their way through topics chosen by the audience, and The One, where artists will perform music that influenced them throughout the years.
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According to WMG Chief Digital Officer and EVP, Business Development Oana Ruxandra, Twitch is "an indispensable space for all types of creators to connect with their fan communities."
She says in a statement, "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 IMGN shows we’re planning to launch, music lovers will get a refreshing new view into the world of music and the lives of their favorite artists."
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