The video platform is getting a new tool that might be of interest to you.

The streaming giant Twitch announced the news in August 2024. Its new DJ programme not only gives DJs more freedom and reach, but also benefits the artists whose songs are featured in the DJ sets and who have not been paid until now. Up to now, there have often been problems with the copyright of these songs and the free use of them in live DJ sets.

Twitch was launched in 2011 and is an interactive live streaming service and a global community. Previously, the platform was known more as a streaming channel for live events (Twitchcon) or for gamers and their video games. A bit like YouTube for gaming, just live.

What does the new Twitch DJ programme mean for DJs?

Twitch has been working on a solution for more licensed music on its video platform since 2022. Now it looks like they have found it. Perhaps your music too will now be licensed on Twitch? This is good for you as a musician and good for you as a DJ. DJs need to realise that the status quo on Twitch was not sustainable in the long term. A solution had to be found with regard to copyright. That’s why Twitch has worked with partners in the music industry to develop this DJ programme.

Twitch’s DJ programme was launched just a few days ago. The DJ category was officially introduced on Twitch on 08/08/2024. What is special about the programme? Twitch’s DJ programme gives DJs the opportunity to stream DJ sets which include a large range of popular music. A searchable catalogue that is constantly updated with new releases gives you a complete overview of the millions of tracks that you can stream as part of the offering that Twitch has agreed with rightsholders. This means that as a DJ, you can stream a large range of popular music live, and benefit from not just the additional advertising opportunities, but also better visibility. As a DJ, this gives you the opportunity to do what you do best: create your live community around music.

Anyone who streams DJ content on Twitch without this programme and without the rights to the music used risks DMCA strikes and penalties for copyright violations – and thus will no longer be able to stream on Twitch.

Twitch’s DJ programme is intended for channels that stream DJ sets. It is not intended for other uses of music, such as in the background of a gaming stream or in a ‘just chatting’ stream. Part-time DJs should create a separate account for DJ content. So far, so good? Let’s take a look at the small print!

What are the advantages for DJs?

Streaming rights are no problem, as Twitch works with many big labels like Warner Music or Universal Music, as well as hundreds of indie labels, who provide you with their catalogue.

In the coming months, Twitch aims to launch ongoing advertising campaigns to promote and showcase the diversity of their talented DJs. They also plan to announce more programmes soon to bring together and support DJs on Twitch.

There will also be grants in the first year, i.e. support from Twitch, to compensate for differences in the share of the revenue. It is about creating a dedicated group of streamers for integrating DJs more closely into the Twitch community, and offering discounts and opportunities related to third-party partners.

How is the money shared?

Finally, musicians can earn from the songs. If you play your DJ set live on Twitch, some of the revenue from your DJ streams goes to the musicians and the labels whose music was used in streams. In order to cover the cost of the music used in DJ live streams, Twitch will retain part of the revenue from DJ channels in the future. This proportion is then paid to the respective artists via the record companies. Costs vary depending on how a channel is monetised. For most streamers, Twitch shares these costs with the streamers 50:50, whereby Twitch, according to a statement, will initially bear a higher proportion of the costs. Twitch will pay the costs for DJs that are not yet monetised. So there are no financial implications for non-monetised streamers.

However: no VODs, clips or highlights

DJs who choose to participate in the programme will not be able to save VODs, clips or highlights on Twitch. When it comes to VODs, clips and highlights, there are different rights than for live streams. The platform is working on additional advertising and discovery opportunities to expand the reach and impact of DJ content.

Why is Twitch’s DJ programme such a big deal?

DJs play a very special role among video creators. Offline, a DJ career can proceed without any problems, but on the internet, DJ content is about rights and licensing – a complex topic. DJ content cannot be squeezed into traditional music structures. On most services, DJs can expect their streams to be muted and their content to be blocked or removed. That’s also true for Twitch. Until now.

That’s why Twitch wants to use this programme to lay the foundations for a new approach. Twitch has worked with Merlin and its labels, indie companies and creative music entrepreneurs to bring it to life.

Before you can start, you have to read and agree to the DJ Programme Terms and Conditions. So that’s it. Oh, and: click here to subscribe to the DJ programme. Have fun!