Is Twitch’s DJ program too little, too late?
Earlier this month, Amazon-owned livestreaming giant Twitch unveiled its long-awaited DJ Program, set to launch in summer 2024. The initiative aims to provide a “safe, long-term home” for DJs — offering access to millions of songs from all three major labels and Merlin, as well as discoverability upgrades for DJ creators such as front-page recommendations and a new official DJ category.
With industry interest in superfans and criticism of dominant music streaming platforms at an all-time high, it's natural to root for a platform like Twitch that promises to empower artists and DJs to build more sustainable communities and careers outside of the status quo.
However, a closer examination reveals that Twitch's DJ Program might be a classic case of "too little, too late."
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