Twitch partners with Warner Music to host original music programming

The record label will use the company's new content reporting system.

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BERLIN, GERMANY - OCTOBER 11: In this photo illustration the logo of live streaming video platform Twitch is displayed on a smartphone on October 11, 2019 in Berlin, Germany. (Photo Illustration by Thomas Trutschel/Photothek via Getty Images)
Thomas Trutschel via Getty Images

One week after coming to terms with the National Music Publishers’ Association (NMPA), Twitch has signed a deal with Warner Music Group. In partnering with the record label, a first for the Amazon-owned platform, the company says Warner Music will launch dedicated channels for some of its artists, including the likes of Bella Poarch and Saweetie. The label will also create a standalone channel that will air original programming from its IMGN production house.

But if you’re a content creator on Twitch, those are secondary to the other part of the deal. Much like its pact with the NMPA, this isn’t a licensing agreement; creators can’t include music from WMG artists in their streams. As part of the agreement, WMG has agreed to use the new process Twitch recently put in place to allow rights holders to report content. In an email last week to creators, the company said the new system is more forgiving towards individuals who may have inadvertently played music they weren’t authorized to use. 

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