Twitter, continuing to beef up their live video offering, has partnered with Live Nation to deliver concerts and original content exclusively on the social media platform. The news comes a day after the company announced a new partnership with Bloomberg to create and stream a 24/7 news channel on the platform.
The concert series launches May 13th with a live stream of the three-time GRAMMY-winning multi-platinum Zac Brown Band. Grammy Award-winning San Francisco rock band Train, Portugal. The Man, August Alsina and Marian Hill will also live stream one of their upcoming shows, with specific dates to be announced soon. Additional artists, ranging from the emerging acts who play at Live Nation clubs and theaters, to artists who perform at amphitheaters and arenas will be announced at a later 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,” explained Jordan Zachary, Chief Strategy Officer at 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.”
In the past, music related content has always performed well on the platform. 7 out of 10 of the most followed Twitter users are musicians, and the Billboard’s Grammy Awards live pre-show was the most viewed entertainment live stream on Twitter to date. With this information taken into consideration, the new partnership may help the company recover from the loss in revenue they experienced in Q1 of this year, the first loss in revenue since becoming public.
“We are excited to work with Live Nation to add a new genre of live video content to Twitter, and provide fans everywhere with access to some of the best live music content in the world,” said Anthony Noto, Twitter COO. “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.”
This past quarter, Twitter streamed over 800+ hours of live video including some of the world’s most popular sports content, like NHL, MLB and the PGA Tour. In addition, this past year, Twitter has streamed such events as the Republican and Democratic National Conventions via CBS and an exclusive live election night special from BuzzFeed. They have also streamed entertainment events like the Vanity Fair Oscars after party and the official red carpet pre-show for the “74th Annual Golden Globe® Awards.