Beatport is the latest music platform to partner with Twitch

Twitch continues to ink partnerships with music platforms around the world, now joining with electronic and dance music store Beatport.

The partnership will allow Beatport to bring exclusive music programming to its Twitch Channel, which already has 140K followers.

It comes just a few short weeks after Amazon Music partnered with Twitch for a new integrated streaming service.

Beatport has already been streaming music programming on Twitch for some time, with content including EP release streams and a 36-hour charity fundraiser ReConnect. This new partnership will see Beatport produce several weekly show formats showcasing electronic acts.

The focal point of the programming will be The Residency, where an artist will curate a session each Thursday.

Each Sunday electronic music collectives from across the globe are set to showcase a program of producers, DJs, promoters and artists.

Beatport’s music label Beatport HYPE will hold HYPE Label Showcases, while Beatport’s curation team will select releases each week to premiere them during BEATPORT Link shows live from Berlin.

“We have seen firsthand how live streams are playing a crucial role in nurturing the dance music community during the pandemic, with millions of fans watching our events on a regular basis,” Beatport CEO Robb McDaniels said.

“We have learned that in addition to big global events, dance music fans are interested in expertly curated and hyper-local live streams as well.

“That is why we are committed to focusing a large portion of our live stream takeovers from local collectives who are absolutely essential to nightlife culture globally, and now more than ever, need visibility during the global pandemic.”

Twitch has grown to be an increasingly useful platform for new and emerging acts, becoming much more than a video game platform in the past year especially.

Artists have also used Twitch more to stream in-game performances, like Marshmello’s Fornite set, watch by 10 million at the beginning of 2020.

Of the new partnership with Beatport, Twitch head of music content, Will Farrell-Green said he is “thrilled to expand this partnership to continue connecting this group of avid electronic music fans globally.

“Beatport has been a key part of Twitch’s music growth over the past couple of years, driving the diversity and artistry of the electronic music industry in unparalleled ways,” he added.

“When events all moved to virtual this year, Beatport was one of the first to accelerate their programming on Twitch.

Twitch has decided to axe its karaoke game Twitch Sings at year’s end, saying that it had “decided to invest in broader tools and services that will help support and grow the entire music community on Twitch.”

The platform also began testing mid-stream ads this week, as it continues to pursue new ways to monetize streams.

User backlash on the new mid-roll ads has been swift and unforgiving.