Twitch has been a platform where countless creators have launched their careers. The 2-way communication channel between the streamer and audience creates a perfect environment for fan-engagement. Naturally, brands wanted to join the craze and have employed a wide variety of strategies to reach consumers. However, few actually have become Twitch partners and launched content on the platform themselves.

Warner Music Group (WMG) and Twitch have joined forces to create a new experience on the streaming platform. WMG is launching three shows of their own to air on Twitch, featuring a wide array of artists. Alongside these new programs are Twitch channels for WMG stars who can make their own content and have a direct line to their fans. This brand effort will tie the two companies together in their marketing and provide the audience with unique content never seen before on the platform. We’re excited to see these media giants turn the page and enter a new chapter in streaming advertising.