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Music on Twitch, it's officially a thing now.

Twitch has launched a new personalised Music Directory on the Amazon-owned live streaming platform, as part of what it calls "a discoverability experiment". The experiment has been rolled out across three categories: Games, Music and IRL. (The latter category which serves as “the home for everything from painting to cooking to chatting, and beyond”)

According to Twitch the Music Directory “is home to musical artists and all of the best live performances, music production, and special events”. The directory is organised into a series of "shelves" that feature different types of music-related content and offers a way to find streams by broadcasting music creators and events though different trending genres.


Twitch , with its multiple millions of concurrent viewers, has become one of the key destinations for livestreaming activity for musicians since performing on real stages has been next to impossible for a lot of artists.


On November 19 Tracy Chan, the platform’s VP, Head of Music who joined the company from Spotify in April, tweeted that:

with an accompanying gif highlighting the platform’s new discoverability feature.


One of the first comments under Chan’s post came from Australian musician Laura 6683, who asked:

“What’s your take on how this new visibility relates to DMCA and twitch’s lack of licensing? I think it’s absurd.”

This is was an interesting question considering the timing of Twitch’s Music Directory launch.


The new music directory roll-out comes less than two weeks after the company issued an apology to its users for the poor handeling of the platforms music-related copyright infringement issues earlier this year.


Last month Twitch was hit with "thousands" of DMCA infringement notifications over copyrighted music used in videos. Twitch subsequently published a blog in which it acknowledged its users "frustration and confusion with recent music-related copyright issues" calling it; justified.

“We’re truly sorry for these mistakes, and we’ll do better,”

wrote Twitch.


Twitch suggested, in the same post, that its users’ best chance of avoiding future DMCA notifications was to use its recently launched rights-cleared music service Soundtrack – or other licensed alternatives such as Soundstripe, Monstercat Gold, Chillhop, Epidemic Sound, and NCS.


In that same blog post, Twitch also wrote that it is

“actively speaking with the major record labels about potential approaches to additional licenses that would be appropriate for the Twitch service”.

It added however that,

“the current constructs for licenses that the record labels have with other services (which typically take a cut of revenue from creators for payment to record labels) make less sense for Twitch”.

It isn't known if those “additional licenses” from Universal, Sony, and Warner will be secured, but we do know that Twitch defentetly want to get a lot closer to the music business - most particularly with artists. Twitch is even currently hiring for a Head of Artist Relations in North America to “shape the future of Twitch music relationships in the face of ambitious growth plans”.


According to the new job ad, this person will need to have more than eight years' music industry-related experience working at a label, management agency or in digital marketing at a DSP and will be required to “plan and execute on new artist acquisition strategy”.


Next to that, the successful applicant will also “manage new creator pipeline and deal flow, be a front door to the artist community and wider music industry and contribute to the development of new music content programs.”


States the ad:

“You will be responsible for the development and ongoing acquisition of new creators to Twitch. You will nurture professional relationships and constantly be on the lookout for new opportunities for Twitch to engage with creators.


“You will work with other internal teams to ensure the seamless execution of artist content programs. You have an understanding of music industry dynamics and economics including creator platforms, emerging content formats and the online music space.”

 

Source: https://www.musicbusinessworldwide.com/music-now-a-full-blown-category-on-twitch-as-amazon-owned-firm-recruits-for-head-of-artist-relations/

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