Twitch says that the new program is part of a “continued investment in its music communities” and will be working with what it calls “top strategic industry partners” to “source, educate, and highlight” the musicians on the platform.
These partners include Amazon Music, instant messaging and digital distribution platform Discord, DistroKid, Rolling Stone, TuneCore, and UnitedMasters.
In addition to an application that is open to the public, Twitch says that DistroKid, UnitedMasters, and TuneCore will be identifying and inviting artists to apply and will work with Twitch to curate artist selection.
Twitch says that Discord will be “educating” artists on the ways musicians are using Discord servers “to keep fan communities engaged and energized”.
Amazon Music and Rolling Stone, meanwhile, will be leveraging their programming on Twitch to feature the artists participating in the program.
The program is broken down into three key components including, ‘Invite-Only Collectives’; ‘Learn the Livestream Playbook for Music’, and ‘Ongoing Twitch Investment & Support’.
The Invite-Only Collectives will see selected musicians grouped into “exclusive collectives” curated based on what Twitch says are “complementary backgrounds, genres, and career stages”.
Twitch says that it will work with these artists “to maximize and monetize their time and community” on the platform.
Next, as part of the ‘Learn the Livestream Playbook for Music’, Twitch says that its music team, along with its industry partners and mentors ‘”will guide each member of The Collective through the livestream paradigm and help them craft their own channel and strategy through a series of workshops and hands-on support”.
This segment of the incubator will see artists learn how to build their communities on Twitch and how to earn money from their fans directly.
After graduating from the program, and as each participating creator’s channel progresses and grows, they will receive ongoing support and investment from Twitch, and will be prioritized for discovery opportunities, promotion, live activations and more.
“Twitch is the best place for musicians, not only in giving them a stage for creativity — but also in building engaging communities of superfans that takes them to new heights.”
Tracy Chan, Twitch
Tracy Chan, VP, Head of Music at Twitch, said: “Twitch is the best place for musicians, not only in giving them a stage for creativity — but also in building engaging communities of superfans that takes them to new heights.
“We’ve seen our artistic music creators monetize their work and grow a strong presence, and it’s been exciting to see the rapid expansion of our music category.
“For Twitch newcomers, The Collective ensures that artists have the proper knowledge and tools to be successful on Twitch in doing what they do — touching the lives of others through music.”Music Business Worldwide
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