Twitch embraces music and you should too
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Today Twitch took important steps to embrace music that included the creation of a "Twitch Music Library" and the "beta Music category". The Twitch music library consists of tracks that are "pre-cleared for Twitch broadcaster to use live and with VODs". In other words, all Twitch video game streamers can now legally use this pre-cleared music in their broadcast while thousands of fans tune in. The "beta Music Category" will be listed among the game titles on Twitch and it is reserved for musicians to "use for creating, performing, and presenting original music".
This library consists of more than 500 tracks that includes label support from the likes of Mad Decent, Dim Mak, Spinnin' Records, OWSLA, Monstercat, Fool's Gold, and more. The fact that many electronic dance music labels have already embraced this new medium is huge as Twitch broadcasters love to stream music over their game playing and will expose thousands of fans to this type of music.
Monstercat, the Canadian label that is known for innovation, was the first out of the block to embrace Twitch as a major medium for distributing their music. They have an active stream in the "Music" category which is on 24 hours a day that garners anywhere between 700-3,000+ viewers at any given time. OWSLA recently streamed their Christmas party on Twitch while Deadmau5 has been seen streaming on the network a few times in late 2014. Even Steve Aoki had done some promo of his latest album on Twitch while playing Street Fighter for online fans.
The opportunity for major labels and burgeoning music producers alike to start streaming on the service is absolutely huge. In 2013 Twitch brought in 45 million viewers with each user averaging 107 minutes of content viewed a day. I could only imagine that this number has risen higher in 2014.
Seeing Twitch as a major new medium for music is still at its early stages, so if you are a label or music producer (established or not), then I highly suggest that you learn what OBS is and start making your Twitch plans this year.
(VIA Twitch Blog, Lessthan3, onGamers.com)