Twitter Teams Up With Live Nation To Livestream Concerts


Earlier in April, Twitter’s CFO and COO Anthony Noto let slip that the microblogging site would soon start round-the-clock streaming of live videos.

The idea is slowly taking shape as on Tuesday, May 2, Twitter’s marketing group announced that in partnership with Live Nation, the company would exclusively livestream videos of concerts.

The decision to livestream music concert videos comes right after Twitter’s announcement that it was partnering with Bloomberg to stream news 24×7.

Twitter Livestream Concerts: Featured Artists

Starting May 13, Twitter will livestream videos of music concerts to gain more followers and garner round-the-clock viewership. The first concert to be livestreamed on the microblogging site will be the performance from Zac Brown Band. This concert will be aired on Twitter on Saturday, May 13.

Apart from the band, other artists such as Portugal The Man, Train, Marian Hill, and August Alsina also have livestreamed shows scheduled to be aired on Twitter. Twitter’s marketing team publicized the upcoming feature for the platform through a tweet.

In support of the collaboration, Twitter shared that most of its users (roughly 7 out of 10) are musicians. Moreover, the live pre-show of the Grammy Awards was till date the most-watched livestream entertainment on the social media site.

The deal with Live Nation to livestream videos of music concerts is part of Twitter’s new strategy to air live video content, which also includes MTV Award Shows and Fashion Week coverage in London, Paris, Milan, and New York.

“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,” Jordan Zachary, Chief Strategy Officer of Live Nation remarked.

He noted that through this arrangement, fans from all over the world would be able to enjoy and experience some of the best concerts of the year easily.

Noto added that music is one of the most-tweeted about topics on Twitter. Now with the music concerts being livestreamed on Twitter, fans worldwide would be able to experience them on the very platform where they previously discussed the subject.

Apart from Live Nation, MTV Award Shows, Fashion Weeks, and Bloomberg livestreaming news, Twitter has also collaborated with Opening Bell — a Cheddar news network show — BuzzFeed’s Morning Feed, and The Verge’s Circuit Breaker.

Twitter’s Aggressive Move To Livestream Videos

Twitter claims that currently it has 200 premium categorized live video partnerships. So, anything that users talk about on the site — which they want to see — Twitter will stream it on the app.

The promise of new content frequently may work in Twitter’s favor and help it not only win back former users, but also engage new people. Moreover, livestreaming videos would help Twitter generate revenue via lucrative video adverts.

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