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Twitch enters first record label partnership with Warner Music Group

September 28, 2021

The first-of-its-kind partnership between Twitch and WMG sees the Amazon-owned platform elevate its relationship with one of the Big Three major record labels. Twitch has increasingly been a key platform for music- and gaming-related content, especially as the pandemic continues to curtail in-person events, and it has continued to make itself a welcoming platform for creators and brands.

“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,” Oana Ruxandra, WMG’s chief digital officer and executive vice president of business development, said in a press release.

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