Amazon-owned Twitch launches The Collective program for artists

Amazon-owned Twitch launches The Collective program for artists

Twitch, an interactive live-streaming service owned by Amazon, has reportedly launched an incubator program, The Collective, which is a part of its continued investment in music communities. For the new program, the platform will be working with top strategic industry partners to educate, source, and highlight musicians on the platform. The partners include Amazon Music, TuneCore, Rolling Stone, DistroKid, Discord, and UnitedMasters.

Apart from an application open to the public, DistroKid, TuneCore, and UnitedMasters will be identifying and inviting artists as well as collaborating with the live-streaming service to curate artist selection, Twitch reportedly stated. Discord will also educate artists on ways musicians use their servers to keep fan communities engaged. Meanwhile, Rolling Stone and Amazon Music will be leveraging the programming on Twitch to feature artists who are participating in the program.

The new incubator program will be divided into three key components namely ‘Ongoing Twitch Investment & Support’, ‘Learn the Livestream Playbook for Music’, and ‘Invite-Only Collectives’. In the Invite-Only Collectives, selected musicians will be grouped into exclusive collectives that are curated based on their complementary backgrounds, career stages, and genres. As a part of Learn the Livestream Playbook for Music, Twitch’s music team, mentors, and industry partners will guide and offer hands-on support to the members of the program via the livestream paradigm to help them build their own channel and strategy through a range of workshops.

Following the graduation from the program and the growth of each participating creator’s channel, Twitch will offer ongoing support and investment to the members, along with other benefits such as discovery opportunities, live activations, and promotion.

As per the statement made by Twitch’s VP and Head of Music, Tracy Chan, the platform is capable of assisting musicians in building their engaging communities of superfans, monetizing their work, and expanding their presence. For its newcomers, The Collective program will equip artists with efficient tools to remain successful and gain more audience through the platform.

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