New Category for DJs
Twitch has announced a new program that enables DJs to stream a vast array of popular music within a dedicated DJ category. This initiative is the result of a groundbreaking partnership with hundreds of companies, including all major music labels—Universal Music Group, Warner Music Group, and Sony Music—as well as numerous independent labels and rights holders represented by Merlin. With this move, Twitch becomes the first major platform to provide a secure, long-term home for DJs to livestream, and aims to promote and support these creators as they build their communities.
Since early 2020, the number of DJs streaming on Twitch has more than quadrupled, with tens of thousands successfully building and monetizing communities of music fans. The Twitch community has shown a strong affinity for DJs, and the platform believes it is uniquely positioned to help these creators reach their full potential.
Historically, DJs have faced significant challenges on the internet, particularly regarding the use of pre-recorded music from other artists in their performances. Livestreaming these DJ sets requires clearing the applicable rights, which has been a complex process. With the introduction of the new DJ program, DJs will be able to grow and engage with their communities within a framework that facilitates proper compensation for musicians.
One of Twitch’s core values is supporting all types of creators. The new program ensures that revenue generated by DJ channels is shared with the musicians whose work they utilize. This has been a point of consensus among many DJs, who agree on the importance of compensating the original musicians. To cover the costs associated with the music used in DJ livestreams, a portion of the earnings from DJ channels will be allocated to musicians through the music companies that represent them. Initially, Twitch will bear a larger portion of these costs, particularly for DJs who are not yet monetizing, to ensure non-monetizing streamers are not financially impacted.
Twitch acknowledges that the previous situation for DJs on its platform was unsustainable, and finding a solution was imperative for the community’s future. Over the past few years, Twitch has collaborated with music partners to develop this program. Without it, DJs streaming on Twitch without the necessary rights risk receiving DMCA notifications and copyright penalties, which could hinder their ability to stream.
To ease the transition for existing Twitch DJs, the platform will offer a one-year subsidy to help cover the revenue share paid to music companies and their musicians. This subsidy will gradually decrease over time as the service expands.
The new program is specifically for those who livestream as DJs and does not apply to other music uses. DJs will need to opt-in to a new agreement for their channel. Twitch recommends that part-time DJ streamers create a separate channel dedicated to their DJ content.
Twitch is making this announcement now to provide DJs with advance notice of the changes. The program will launch later this summer, allowing DJs to opt-in without any immediate impact on their revenue. The official launch of the DJ category will be celebrated a few weeks later. Twitch encourages all DJs to review the program details to understand what to expect moving forward.
Dan Clancy, Twitch CEO, emphasized the importance of this new initiative for the DJ community and the broader music ecosystem on the platform.
Source: https://blog.twitch.tv/en/2024/06/06/introducing-the-twitch-dj-program/
