Andre Izidro, head of marketing and intelligence at KondZilla, tells Billboard. The Twitch channel will promote games, chats and feature funk music and stars from KondZilla, such as Mc JottaPe.The deal is among the first such deals that Amazon-owned Twitch has signed directly with an artist or music label.
While Twitch has traditionally focused on the gaming community, the platform has seen a surge in music content during the coronavirus pandemic, with artists like Diplo and Linkin Park's Mike Shinoda creating new channels and hosting regular livestreams.
Twitch’s music vertical logged 17 million hours watched in April -- a massive 385% jump year over year -- according to a recent report by software developer StreamElements and analytics.
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