Twitter has recently announced its partnership with Live Nation to exclusively stream video of concerts LIVE on their platform. Twitter’s Music app might have failed to launch but it has definitely found the right partner – the world’s top concert promoter, in which artists schedule includes Train, Portugal The Man, August Alsina and Marian Hill are slated to stream shows on Twitter. The first LIVE stream show will be Zac Brown Band on 13 May 2017.
According to Twitter, this deal is important to both Twitter and Live Nation because “7 out of 10 of the most followed Twitter users are musicians with the Grammy Awards LIVE pre-show hosted by Billboard as the most viewed entertainment live stream o Twitter to date.”
“Our partnership with Twitter allows us to amplify the live music experience creating a tool for artists to reach millions of fans around the world,” says Jordan Zachary, chief strategy officer for Live Nation. “Through Twitter’s product suite, fans will be able to be immersed in the live experience and interact with each other in real time as they watch some of the year’s most exciting concert events.”
This deal is part of Twitter’s newest plan to show live premium video content including MTV Awards shows, which will be covering the Fashion Week in New York, Paris, London and Milan.
Zac Brown Band will be the first performances to be LIVE streamed on Twitter – in collaboration with Live Nation
Bloomberg has also announced that it will host a 24/7 streaming news network on Twitter come Autumn. Other partners include The Cheddar news network’s Opening Bell, The Verge’s Circuit Breaker and BuzzFeed’s MorningFeed.
“Music has always been one of the most Tweeted about topics on the platform, and now fans around the world will be able to experience concerts live on the same platform where they talk about what’s happening in music,” says Twitter COO Anthony Noto.
Twitter, like many other online platforms, is gradually taking away audience from the conventional TV and has always been at the forefront where the world views live events. To date, it has over 200 premium live video partnerships and does not seem to be slowing down – a good reason that brings in dollars for extortionate video ads for basically anything that people want to talk about and looks good on camera.