Twitch Partners With SoundCloud to Help Musicians Monetize Livestreams

  • Twitch and SoundCloud are encouraging music content creators to host and monetize livestream video content.
  • Those with SoundCloud subscriptions can fast-track their Twitch accounts to “Affiliate” status, which awards revenue with subscriptions and paid-emotes.
  • While predominantly hosting gaming content, Twitch has a “Music & Performing Arts” category that currently has 2.2M followers. 

Two of the top streaming companies, Amazon-owned Twitch and music sharing site SoundCloud, have partnered to bring revenue in for musicians during the COVID-19 pandemic. Creators who have paid for the SoundCloud Pro, SoundCloud Premier and Repost by SoundCloud services can fast-track their Twitch accounts to “Affiliate” status, allowing them to run ads on their channel, link to music and merchandise stores, and allow fans to donate directly. 

The announcement encouraged music creators to host live concerts, hold Q&As with fans, or create content based on audience interactions. Ordinarily, a Twitch streamer would need to fill certain conditions to become an affiliate, such as reaching 50 followers and having streamed for eight hours in total. Access to the program is still manually granted, with individual accounts checked against Twitch best practices.

Government bans on large gatherings has crippled the live music industry, with concerts, tours, and festivals canceled across the world. Touring staff and booking agencies have already announced layoffs, while services such as Bandcamp have waived its share of sales on purchased music.

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