Twitch Unveils New DJ Program to Elevate Artist Support
As streaming gained momentum over the internet, platforms like Twitch emerged as vibrant spaces for DJs to showcase their craft while forging deeper connections with fans. Although DJs had been active on Twitch for years, their visibility surged during the pandemic, turning the platform into a vital hub for electronic music enthusiasts to enjoy live streams from artists like Gabriel & Dresden. This boom coincided with Twitch’s growing integration of music licensing on the platform.
Fast forward to 2024, and Twitch’s DJ scene has evolved. While the initial surge in popularity has cooled, a robust community still fervently supports its resident artists. Twitch CEO Dan Clancy stated that, despite a return to pre-pandemic usage, “DJs have remained strong on Twitch, providing a similar share of overall hours watched.”
Recognizing DJs’ significant presence on the platform, Twitch launched a new DJ program this past August. “The Twitch DJ program was crafted to allow DJs to stream a diverse range of popular music and develop their communities, in addition to benefits like promotional features both on and off Twitch and visibility on the Twitch homepage,” Dan Clancy noted. “This marks a pivotal step in supporting DJs on our platform.”
Since launch, we’ve seen tens of thousands of active streamers join the program. We take pride in being the first major service to provide a safe environment for DJs, and we’re excited to promote and support creators as they grow their communities and careers.
Twitch CEO Dan Clancy
The new DJ program signifies the roadmap for the future, and the latest TwitchCon held in San Diego brought DJ talent to the forefront. Over 30 DJs performed at various locations throughout the event, including the DinoDance Lounge, DJ sets in the Partner Lounge, and a vibrant Block Party in the Gaslamp District on Saturday night. According to Dan Clancy, DJs will play a crucial role in future TwitchCon events.
In addition to showcasing Twitch DJs, this year’s TwitchCon introduced a dedicated DJ Creator Club designed to connect DJs with Twitch team members for specialized support. Twitch also announced plans for weekly promotional showcases featuring emerging DJs while extending partnerships with brands such as AlphaTheta, Pioneer, and Beatport to create new promotional and training opportunities.
Twitch’s DJ program addresses many historical challenges DJs have faced, such as finding a suitable platform where they can consistently stream music without navigating rights issues or risking DMCA strikes.
Twitch CEO Dan Clancy
At TwitchCon, we interviewed Becky Saif, a UK-based DJ specializing in drum and bass, about her journey on the platform. Like many, she embraced Twitch during the pandemic and hasn’t looked back since. “I transitioned from full-time touring to focusing solely online. I fell in love with the platform due to the lasting connections and friendships formed over the years,” Becky Saif shared. “I also appreciate having a daily routine, achieving healthier sleep, exercise, and nutrition, which were lacking in my previous lifestyle.”
When discussing the new DJ program, she expressed initial concerns but was not surprised by the changes. “It’s the music industry; they are always trying to get a piece,” she remarked. “Now that it’s official, hopefully, Twitch will build upon this support for DJs, which could ultimately benefit both creators and the platform. However, it’s still too early to determine its impact; it could go either way. I keep in mind that everything comes to an end eventually.”
Many Twitch DJs shared apprehension regarding a controversial rule within the DJ program: a ban on playing unreleased music. While this policy aligns with music licensing requirements, there is nuance; pre-released music may be played if the labels are willing to place those tracks on an allowlist.
Labels that wish to permit DJs to perform pre-released music on Twitch can allowlist tracks in our catalog, and we are encouraging this collaboration. We recognize the vital role DJs play in introducing new music to their audiences, so we’re eager to work closely with labels to clarify how and when DJs can feature pre-released songs.
Twitch CEO Dan Clancy
While the future can be unpredictable, Twitch appears to be making strides to spotlight and uplift DJs on the platform. Innovations, including dedicated promotions and partnerships, are just part of the bigger picture, as Twitch continues to be a leading destination for DJs looking to connect with engaged communities.
Streaming on Twitch fosters a two-way communication; it’s about creating a bond with your live audience. The most successful DJs on Twitch actively engage with their viewers in the chat, enjoy themselves, and build a sense of community.
Twitch CEO Dan Clancy
Becky Saif described her experience interacting with a global audience as “really great,” noting it encourages her “to become a better artist, creator, and person overall.” This sentiment was echoed at TwitchCon, where fellow DJs and fans often approached her for friendly chats during the Saturday DJ meet-up.
Building each other up has made us stronger individuals. My chat supports me, and I do the same for them—it’s incredibly rewarding. While I’m not yet in a position to rely solely on Twitch for a full-time income, this impacts how frequently I can stream, which can be frustrating. It’s part of the hustle!
Becky Saif
The community-building aspect of Twitch is crucial for both emerging DJs and those wishing to deepen their fan connections. Few platforms rival Twitch’s visibility in the streaming landscape, and none are currently facilitating growth quite like it.
If you’re an up-and-coming artist aiming to make a significant impact, it’s evident that Twitch should be high on your list as a platform to advance your career. The future looks promising for those leveraging what this platform has to offer.
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