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Twitch launches The Collective, a Livestreaming Incubator Program for Artists


Live-streaming platform Twitch has launched a new incubator program called The Collective.

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.

The program is broken down into three components including, ‘Invite-Only Collectives’; ‘Learn the Livestream Playbook for Music’, and ‘Ongoing Twitch Investment & Support’.

These partners include Amazon Music, instant messaging and digital distribution platforms 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.

Musicians of all sizes from across genres and formats are building communities of superfans on Twitch, and earning money doing what they love. Artists are performing live, building beats and producing tracks with their community, freestyling or improvising with Chat, or just showing fans their creative process up-close.

The big difference is that music on Twitch is always live and interactive, and that creates a special kind of bond between musicians and their fans that doesn’t exist anywhere else.

“Tracy Chan, VP, Head of Music at Twitch, said: <em>“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.</em></p> <p><em>“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.</em></p> <p><em>“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.”</em>”

The Livestream Playbook for Music

Through workshops and hands-on support from the Twitch Music team, you’ll learn how musicians are building communities and earning money directly from their fans on Twitch.

Invite-Only Collectives

Twitch will curate and match creators from complementary backgrounds, genres, and career stages. If you’re selected, you’ll have a crew of peers by your side through the process.

Ongoing Backing from Twitch

Graduation is just the start. As you progress, you’ll be eligible for prioritized discovery, promotion, and activations from Twitch, Rolling Stone, and Amazon Music.

Grahame Farmer

Grahame Farmer’s love affair with electronic music goes back to the mid-90s when he first began to venture into the UK’s beloved rave culture, finding himself interlaced with some of the country’s most seminal club spaces. A trip to dance music’s anointed holy ground of Ibiza in 1997 then cemented his sense of purpose and laid the foundations for what was to come over the next few decades of his marriage to the music industry.

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