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Warner Music Group Strikes Partnership with Twitch for Artist Channels & More


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Twitch and Warner Music Group have struck a partnership for artist channels & more.

The partnership will see the two companies launch recording artist channels and create a standalone music space “featuring premium music-centric programming.”

This is Twitch’s first partnership with a major recording company, bringing new ways to interact with music-related content. As a gamer, it’s not too surprising to see that WMG is the first label on board with this since the Warner conglomerate has a gaming arm. (Batman: Arkham Asylum, Shadow of Mordor series)

“It’s clear that Twitch is an indispensable space for all types of creators to connect with their fan communities,” says Oana Ruxandra, Chief Digital Officer and EVP, Business Development at Warner Music Group.

“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 favorite artists,” Ruxandra continues.

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