Twitch
Rafael Henrique/SOPA Images/LightRocket via GILive streaming platform Twitch has entered into an agreement with digital music licensing service Merlin to create revenue-earning opportunities for independent artists.
Merlin represents more than 20,000 labels and hundreds of thousands of artists from every country in the world, who can now interact with fans, generate earnings and build community on Twitch.
Similar to the recent agreements formed between Twitch and Universal Music and Warner Music’s recorded music divisions, the Merlin partnership is not a licensing deal.
“We’re thrilled to collaborate with Twitch for this groundbreaking deal,” said Merlin CEO Jeremy Sirota in a release. “We’ve been engaged in conversations with Twitch since the day I started at Merlin, and I’m pleased that our team found a path for Merlin members and their artists to better engage fan communities across the Twitch ecosystem, whether in music, gaming or beyond. Merlin members are excited to lean into this opportunity on behalf of their artists.”
Since the outbreak of the pandemic, artists have leaned more on digital platforms to create additional revenue streams. The new partnership will create direct communications between Merlin members and Twitch in order to forge new marketing opportunities for labels and artists.
The agreement will help Merlin members tap into Twitch opportunities such as The Collective, an artist incubator program announced by the platform in November. The program assembles musicians into invite-only groups called collectives, which are designed to help artists learn how to use and maximize the platform, with support from Twitch staff and industry partners including Amazon Music, United Masters, DistroKid and TuneCore, among others.
Through the deal, Merlin members will also have access to a process introduced by Twitch in September that enables participating music rights holders to report certain unauthorized uses of their music.
“It really is an exciting time to be an independent artist,” said Twitch’s vp/head of music Tracy Chan in a release. “The relationship between fan and artist has been transformed, and we’re proud to offer a new pathway to success for so many artists. Our partnership with Merlin affords their members’ independent artists an on-ramp to our devoted and engaged Twitch community. We are grateful for the collaborative work of our colleagues at Merlin and know that, together, we can achieve great things for a sector of the music community that has never been more influential.”
The deal with Merlin is just the latest step in Twitch’s efforts to foster a collaborative relationship with the music industry. In addition to the agreements reached with UMG and WMG, Twitch reached a landmark settlement with the National Music Publishers’ Association in September 2021 over the platform’s past usage of music, developed a new process for music rights holders to report unauthorized use of their work on the platform and offered NMPA members an opt-in deal for licensing.
NEWS
Kelly Rowland has shared some heartfelt guidance for KATSEYE as the girl group faces a challenging period, with Sophia Laforteza and Manon Bannerman temporarily stepping away to prioritise their mental health.
Having experienced worldwide fame at an early age with Destiny’s Child, Kelly understands the intense pressure that comes with success and changes within a group. During an interview with Rolling Stone, she encouraged the KATSEYE members to look after their own needs while continuing to stand by one another.
She explained: “In an industry as fast-paced as music, where there are constantly eyes on you and pressure to keep rising, your health is one of the most sacred things you have.
“I learned during my time in Destiny’s Child that you can show up for your fans and your group while still honouring what you need as an individual.”
Kelly then revealed what she would personally tell the group: “My advice to the KATSEYE girls would be to listen to themselves, be kind to themselves, and continue supporting one another through every season.”
As KATSEYE continue their Wildworld tour, Kelly also highlighted the importance of making space to recharge: “Especially on tour, it’s so important to intentionally carve out time to rest and reset in their daily routines. Taking care of your mind and body is what allows you to bounce back, stay resilient, and keep doing what you love.”
KATSEYE began their Wildworld tour on Tuesday (01.09.26), although neither Sophia nor Manon was present.
Sophia discussed her decision on Instagram Stories, telling fans: “I cannot express how much I want to participate in this tour and perform for you all. I have to remind myself every day that our health and mental wellbeing should always be prioritised.
“When I show up for you, I want you to get the best version of me. I've been in ongoing treatment and doing everything I can to stay healthy, occupied and happy.
“You can’t pour from an empty cup. It’s important to care for yourself.”
KATSEYE later posted an official announcement on Instagram, saying: “We would like to share an update regarding Sophia’s upcoming schedule.
“Sophia is focusing on her wellbeing, and the company remains fully committed to providing her with all the support and resources needed.”
Signed by HYBE and Geffen Records, the announcement verified that Sophia “will not be participating in the Wildworld Tour in Europe and the UK”.
However, no reference was made to the group’s scheduled performances in North America.
The statement added: “We sincerely ask for EYEKONS’ warm understanding, as our highest priority will always be the health and long-term well-being of our artists.
“We will share further updates as they become available. Please continue to send your love, warmth, and support to Sophia and KATSEYE.”
Sophia also expressed her appreciation for the care she has received from her management team and fellow members while dealing with her health concerns.
She added: “There’s been nothing but love and support from the company, my members, and everyone else around me as I work to get well. I can’t wait until I return and share the stage with my sisters again.
“They’re gonna put on an extraordinary performance for you. Trust me, I’ve been watching and they’re absolutely giving.”
Ending her message with gratitude, she told supporters: “I love you all so much. Thank you for understanding.”
The Pinky Up singers, whose lineup also includes Daniela Avanzini, Lara Raj, Megan Skiendiel and Yoonchae Jeung, have appeared with five members since February after Manon took a break to concentrate on her “health and wellbeing”. Sophia’s temporary absence means the group is currently performing with four members.
