Amazon’s live-streaming platform Twitch has officially announced the launch of a new incubator program called ‘The Collective’ which the company says is part of a “continued investment in its music communities”.
Additionally, they stated that they will be working with what it calls “top strategic industry partners” to “source, educate, and highlight” the musicians on the platform, which include the likes of Amazon Music, Discord, DistroKid, Rolling Stone, TuneCore, and United Masters.
Music streamers will be happy to learn that the application is open to the public, and 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”, while both Amazon Music and Rolling Stone will be leveraging their programming on Twitch to feature the artists participating in the program.
The program is layered by three key components that include ‘Invite-Only Collectives’; ‘Learn the Livestream Playbook for Music’, and ‘Ongoing Twitch Investment & Support’.
Invite-Only Collectives will see selected musicians grouped into “exclusive collectives” curated based on what Twitch says are “complementary backgrounds, genres, and career stages” and Twitch plans to work with these artists “to maximize and monetize their time and community” on the live-streaming platform.
Twitch elaborated that part of ‘Learn the Livestream Playbook for Music’ will see Twitch’s music team, industry partners and mentors ‘”guide each member of The Collective through the livestream paradigm and help them craft their own channel and strategy through a series of workshops and hands-on support”.
It will help artists learn how to build their communities on Twitch and monetize their content. After they graduate from the program they will receive ongoing support and investment from Twitch, and will be prioritized for discovery opportunities, promotion, live activations and more.
“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” Tracy Chan, VP, Head of Music at Twitch said in a statement.
“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.
“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.”