Oct 15, 2021,
2 minutes
Twitch partners with Warner Music Group

The Amazon-owned streaming platform, Twitch, has partnered with Warner Music Group presenting music viewing experiences like never before. 


Photograph: Checkpointgaming.com


What is Twitch?

Twitch is originally known for its video game live streaming and broadcasts of eSports competitions. Now, the platform has new partnership plans and is expanding on what is already on offer.  


Who is Warner Music Group?

Warner Music Group is responsible for the biggest names in the industry. With Atlantic Records being owned by WMG, they showcase names from the likes of Cardi B, Ed Sheeran and Lizzo.


Photograph: Press.Atlanticrecords.com


What is changing for Twitch?

In-real-time performances and interactions will be on offer on the creator-first platform. Twitch already offers live streaming for gaming and music fans, so making for more intimate viewing an upgrade bound for success.

According to Musicbusinessworldwide.com, Oana Ruxandra the Chief Digital Officer and EVP of 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.” 


Photograph: Newscientist.com

With the partnership in full swing, fans should start to see Warner Record’s Bella Poarch and Saweetie on the platform, as well as exclusive backstage footage from artists and performers on the WMG artist channels. 

WMG is the first major record label to partner with Twitch, so we can expect more from other music and entertainment brands as they follow suit in the next coming months.  


Words by Drew-Alexandra O’Keeffe


Feature photograph sourced via MusicBusinessWorldWide.com