A new partnership with Live Nation is helping transform Twitter into a live network. At a conference in New York earlier this week, Twitter Marketing announced it will exclusively stream several Live Nation concerts in the near future, with more to come. The current lineup includes Train, Portugal. the Man, August Alsina, and Marian Hill. The very first concert, airing on May 13, will be the Zac Brown Band.
It’s all a part of Twitter’s recent efforts to provide exclusive live video content. They’ve already been streaming MLB baseball games once a week, but the recent Live Nation announcement comes at the same time as many other video streaming partnerships. BuzzFeed is launching a morning show on Twitter, Bloomberg will be broadcasting 24/7 news through the app, The Players’ Tribune is launching a Q&A show, and many more.
The announcement makes plenty of sense. Twitter has long been the ‘second screen’ for live entertainment. Fans love to use Twitter to discuss the plots of TV shows as they unfold, share live reactions to sporting events, keep up on celebrity appearances at galas, and so on. The partnership with Live Nation turns Twitter into the first screen as well for music fans. “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,” Twitter COO Anthony Noto told Tech Crunch.
Noto also said that 7 out of 10 of the most-followed Twitter accounts are musicians, so the company is cashing in on the pairing. This partnership could very well pave the way for even more concert livestream deals in the future – you’d think YouTube, Facebook, or Twitch may also want to hop on board. But, if you’re more interested in physically being at the concert yourself, keep in mind that Live Nation’s $20 deal is on for a bit longer.