twitch
Not long after Lil Tecca released his fifth album Plan A last September, he visited a boisterous livestreamer named Tylil, who has more than 300,000 followers on Twitch. “We wanted to portray Tecca’s personality, which is sometimes a little too shielded,” says Giuseppe Zappala, who manages the rapper. “And streamers have been recognized at the top of the hierarchy in the digital landscape.”
Livestreaming was once dominated by gamers, which limited the ways that artists could engage with the Twitch ecosystem. But the landscape has diversified over time. When Tecca met up with Tylil, the two played paintball together; later, the streamer gave the 22-year-old rapper a driving lesson, even though Tecca didn’t have a driver’s license. (“Do not press on the gas hard… I know you play a lot of car games; this is a real car.”) Everything was captured on camera in real time, and the resulting “relatable” videos, Zappala says, remind viewers “that Tecca is a down-to-earth, funny person.”
A lot of people watch streamers like Tylil, Kai Cenat, PlaqueBoyMax, Duke and IShowSpeed when they’re live. Still, relying only on a live audience limits their reach. “Core fans will watch hours of streams,” says Rafael Rocha, CEO of the marketing agency NuWave Digital. “Everybody else will consume that content mainly in short-form video.”
Trending on Billboard
Music marketers are increasingly focused on facilitating that second wave of engagement, which they do by snipping out the highlights of livestreams — either relying on their own teams of editors; “clippers” who congregate on Discord; or AI programs — and then promoting those bite-sized videos across TikTok, Instagram, X and more.
“Twitch is, in many ways, the new live TV,” says Alec Henderson, head of digital at APG. “And the clips from the livestreams are just like TV reruns. Those highly engaged, entertaining moments can live online forever.”
Henderson saw the value of livestreams when he brought the rapper Lil Baby on to Cenat’s stream back in the fall of 2022: “It ended up one of the most fruitful parts of our rollout,” he says. Last year, livestreamers led to boosts for APG acts like BabyChiefDoit and Flawed Mangoes. A recent press release promoting DDG‘s new single “The Method” credits the rapper’s appearance on PlaqueBoyMax’s livestream with jump-starting the track: “Immediately, clips of the recording went viral across socials and garnered over 1 million views on TikTok alone.”
The clipping practice has been popular in the Twitch streaming community for some time, according to Parker Ulry, who runs the digital marketing agency Perfect Circle. “The podcast community is super on it now, and music is falling in line.”
“Ideally, someone discovers your Twitch stream or podcast interview through a 30-second clip and then goes back and consumes the whole piece,” Ulry continues. “Then they become a fan of you and start streaming your music.”
Artists have several options when they want to reach the livestreaming audience, according to Alex Falck, head of commercial at the digital marketing company Creed Media. They can get streamers to play their music and react to it on camera; let them use their music for highlight compilations; actually go on the livestream to hang out; and even produce music with the streamer. (This is how PlaqueBoyMax has built his following; Henderson predicts that “it’s just a matter of time before a hit record comes out of one of those streams.”)
Once the stream is underway, the captivating moments need to be isolated and extracted. “If you’re on a three-hour stream, that’s a content goldmine — 20, 30, 50 posts,” Ulry says.
Some digital marketers do the clipping in-house. But many find armies of capable clippers on the messaging platform Discord. “A lot of these niche underground communities are naturally congregating on Discord already,” says Vanessa Sheldon, a digital marketer at Forever Music Group who works on a lot of clipping campaigns. “Discord allows developers to build things into these servers and communities, so we created our own server, got a lot of those kids in there, and then built the tool kit for them to participate in these campaigns and get paid out.”
Clippers she works with are compensated based on the performance of their videos. Usually, the rate is between 30 cents and 50 cents per thousand views, though it can go as high as 70 cents in some cases. This means that the roughly 2,000 members of the Discord community she assembled are incentivized to make their clips as eye-catching as possible. “The more viral your video is,” Sheldon says, “the more you get paid.”
Marketers can also use AI-powered tools to create the clips for them. “OpusClip will spit out a bunch of content for you automatically with edited subtitles,” Falck explains. The results may be haphazard, but they are delivered quickly. “AI is still somewhat new, so it doesn’t necessarily get the same level of attention or amazing editing as if you use your in-house team,” Falck continues. “It’s more of a volume game, pushing out 100 assets per stream, just seeing what takes off.”
Once the clips are in hand, “Start pumping them onto TikTok, Instagram, even YouTube Shorts, these algorithmically powered platforms,” Ulry says. One natural ally in this effort is fan pages, which are dedicated to posting nonstop about a particular artist or group of artists. (These accounts can be created by the artist or their team, or run by enthusiastic civilians with lots of time on their hands.) Another is what Falck calls “community pages” — accounts dedicated to a specific genre of music, for example. They all help create what Zappala describes as “an explosion of content that’s circulating the internet” in the wake of the livestream, raising awareness and hopefully hooking potential fans.
One manager recently asked Mayor Cohen, a digital marketer, if he could organize a “tour” of five to 10 livestreamers for an artist. “That’s kind of the business: Get artists on the stream, then repurpose content,” Cohen says. “Not that many people will watch a four-hour stream. But they will go on TikTok or Instagram and watch the best clips.”
“If the clip is reactive,” Ulry adds, “it’ll find an audience.”
Kai Cenat — the eternally upbeat streamer whose profile has exploded in recent years to make him the most popular personality on the Amazon-owned Twitch platform — is taking a moment to think.
In the five years or so since he’s become a full-time content creator, Cenat has had some of the most famous hip-hop artists, athletes and actors come to his house to drop in and join the “chat,” the affectionate word he uses for any of the 700,000-plus people who subscribe to his channel. He’s thinking over whether he can recall a favorite moment among so many, but it’s tough. It wasn’t when SZA and Lizzo stopped by together in the fall, nor when NBA All-Star Kyrie Irving taught Cenat’s friends and family how to play basketball. It would be reasonable to think it might be one of the many times Kevin Hart, one of his idols, swung by to kick it during the holidays.
Sitting in the basement room of his mountainside Georgia mansion, the 23-year-old needs a beat or two to consider the options. The room is a temple of adolescence, with pictures of his favorite basketball players, vintage arcade machines like Pac-Man and a gaming racing wheel. He has a huge walk-in closet and a king-size bed, both of which are being used by his three-person styling team. The only part of the room that hints at some sort of professional living there is the desk at one end that contains the computer and camera setup that power his streaming empire. Dressed in a BAPE hoodie and stonewashed denim that make him look like he’s straddling sartorial eras, Cenat finally settles on an answer: The May weekend last year when Drake and Kendrick Lamar dropped a total of four songs, three of them back to back.
Trending on Billboard
“That was the most fun experience I’ve had,” he says with a smile bright enough to power a Tesla. “I’m not going to lie.” It’s tough to tell if he’s actually super excited or just trying to manage his constant and unbridled childlike energy.
“We never experienced something like that,” he explains. “It was a good week. Everybody had their opinions. I was literally hopping on stream and had like 60,000 viewers. As soon as they dropped, my s–t was spiked to like 100,000.”
When it came to the beef that ended up taking over hip-hop for the better part of 2024, most popular streamers took sides or called winners, and Cenat was no different. “I’m cool with Drake,” he says. “So people would expect me to be on Drake’s side.
“But I’m not going to lie,” he continues. “Kendrick won that battle. It was good. I loved every second of it. I was just appreciating the moment. Like, bro, we got bangers right now that’s dropping back to back and everybody’s talking about them. It was definitely fire.”
Kody Phillips top, Louis Vuitton pants, AMIRI hat, Jacob & Co. watch.
Andrew Hetherington
For a person who makes a living by staring straight into a camera for hours on end and connecting with strangers, appearing truthful and genuine is crucial — and it’s one of Cenat’s superpowers. It’s what has allowed him to not only become the most popular streamer on Twitch, but also the most popular streamer in hip-hop and, arguably, one of the most powerful people in all music. No other streamer has been able to corral as many artists to be a part of their online world as Cenat has — and very few have earned the cultural respect from fans and artists that he has. His words hold so much weight that he’s able to materially affect the careers of the superstars his fans care about. That’s why during that weekend in May, Drake told Cenat to “stay on stream” before dropping his “Family Matters” dis track — he knew a good review from the jovial streamer would bode well for him not only in his sales, but in his battle with Lamar. But it’s also why, after the streamer said Drake’s “The Heart Part 6” was weak, Drake allegedly blocked him.
That’s just one of many major moments Cenat has driven for music’s biggest stars over the past few years. He’s had spats with Nicki Minaj, Blueface and Ye, though he eventually made up with all of them. (Minaj even gifted him a pink throne that he proudly keeps in his bedroom and doesn’t let anyone sit on.) Most recently, while on a stream in early January, he panned Lil Baby’s highly anticipated fourth album, WHAM, even questioning why certain songs were added to it. WHAM trended on X — mainly due to jokes about Lil Baby being washed. While it’s unfair to attribute to Cenat the initial negative reaction Baby’s album received on social media, he had a significant hand in spreading the sentiment that it wasn’t Baby’s best work. That’s just the power Cenat holds in 2025: He’s a self-made institution. Like EF Hutton, when Cenat talks, people listen.
All of that has made him, for all intents and purposes, the closest thing Gen Z has to 106th & Park or TRL, the erstwhile midday live-music shows that used to air on BET and MTV and were appointment viewing for any fans wanting updates on their favorite artists. Cenat’s stream is now the main place to tune in to see artists having fun and feeling comfortable enough to let loose and relax. “Yeah, people will be saying that,” he says with an impish grin. “For everyone to come to play music or just have a fun interaction, it means a lot to me, honestly, because I didn’t think, out of everybody, they would want to come over to my house. I still haven’t got to like really let it sit in and really let it digest, but it does mean a lot to me, and I’m just having fun as I go on.”
Building a platform to rival the biggest cable music stations of the 1990s and early 2000s should take at least a decade — but it’s important to understand how quickly all this has happened. Cenat, who first started posting on YouTube in 2019, is not an overnight success. But considering how integral he’s become to the cultural fabric, you could be forgiven for thinking he’s been ingrained in the hip-hop internet landscape forever.
Before first appearing on the platform, the Bronx-born creator had moved to Georgia at a young age with his mother and siblings, living in a homeless shelter while his mother worked multiple jobs to create a better life for them. It was tough, but Cenat says with his trademark positivity that he doesn’t remember those times as rough or bad. The family eventually made its way back to New York, and Cenat enrolled at SUNY Morrisville to study business administration. In search of a creative outlet, he started posting funny skits on YouTube. For Cenat, the decision was a no-brainer: “I watched YouTubers growing up — that’s why I understand it so well.”
Andrew Hetherington
Andrew Hetherington
Mainly filmed in his dorm room and around campus, Cenat’s skits were low-rent affairs with minimal costumes or production where he came off as a slapstick comedian in the tradition of Martin Lawrence. His most viewed videos were his challenges, like the popular “Try Not To Laugh Challenge” that he still does to this day and clips like the Extreme Ding Dong Ditch series, which sounds crazy but was just Cenat and his friends playing the childhood game in different locations. They didn’t get massive traction, but they caught the eye of fellow Bronx-bred creator Fanum, who invited Cenat to join the AMP (Any Means Possible) collective of YouTube creators. Soon, Cenat was posting videos at an increasingly rapid pace, as well as appearing in clips by other AMP members.
By 2021, Cenat was ready to branch out from YouTube and grow his audience another way. He decided to try livestreaming and landed on Twitch, the platform Amazon acquired in 2014, as his new home. At the time, it was being used mainly by gamers to livestream gameplay while avid fans watched like a professional sport. Cenat enjoyed playing video games, but his first foray onto Twitch was through what are known as “just chatting” streams, where he’d sit down with a camera on his desk and, yep, just talk with his audience. By the end of his first day on Twitch, he had 5,000 followers. By the end of his first month, he had 70,000. The next month, 140,000 people tuned in.
Despite Cenat’s brand now being so closely associated with hip-hop, he didn’t start producing music content, really, until he started streaming. “When I started streaming, most of my content was blowing up based off me just reacting to different songs and listening to albums when they drop and just enjoying it for what it was and just saying, like, my opinions on it,” he remembers. “And then, like, people just loved it.”
In fact, he didn’t even listen to rap until he was a teenager. Growing up, “I did straight Michael Jackson up until high school” — which is when Cenat became a fan of a hometown hero who was then dominating the charts: A Boogie Wit Da Hoodie. “That was my real transition,” he says. “I went from Michael Jackson to A Boogie, and I explored from then on.”
His musical exploration has fueled his Twitch channel’s growth: Thanks to his Mafiathons — monthlong 24-hour streaming marathons that he’s held with some of the most famous names in music, sports and entertainment — Cenat now has the most subscribers on Twitch (728,535 at press time) and holds its record for the most concurrent streamers at 720,000. He’s now also one of the richest streamers in the world, according to Forbes, which estimates his 2024 earnings at around $8.5 million. (Cenat declined to comment on his earnings.)
Andrew Hetherington
His manager, John Nelson, credits these streaming marathons with cementing the Kai Cenat brand. “His first 24-hour stream [in January 2023] is really when his trajectory went off,” Nelson says. “And it’s interesting — I believe it was that one that ended with Ice Spice [on camera]. Funny, because both of them took off at that same time. Two New York kids. And, you know, they were both very popular then, but they weren’t the megastars that they are today.” Each of Cenat’s Mafiathons has helped him not only grow his audience but also break Twitch records; the most recent, in November, featured a who’s who of pop culture that included Serena Williams, GloRilla, Sexyy Red and Druski that helped him break the record for most subscribers, with more than 340,000 new people paying $5.99 to join Club Cenat.
Yes, more than 720,000 people pay money to watch a 23-year-old talk about whatever comes to mind and prank his best friends. But why, exactly?
“I just think it’s the creativity,” Cenat says. “This is just the vibe I give off, like on my stream. I try to make it as fun as possible. And being able to, like, break ice with anybody who comes on.”
It’s the creativity, sure. But it’s the combination of that creativity with his comparatively radical sincerity that has endeared him to Fortune 500 companies like McDonald’s, T-Mobile and Nike. It’s also what drew the likes of Snoop Dogg, the veritable hip-hop pitchman who’s able to move between disparate worlds, to tap the young star to work together. And it’s the reason Hart, the blockbuster comedian who has mastered the art of multimodal content more than perhaps any other superstar, took a liking to him over any other streamer of the moment.
Cenat, much like Snoop and Hart, has built a brand on being genuinely unproblematic, which, combined with his affable demeanor, has appealed to an unusually large swath of people. Unlike several other popular streamers, he hasn’t delved into the incel echo chamber side of streaming culture that has, in part, been popularized by Twitch competitor Kick. The Australian-based streaming platform reportedly offered Cenat $60 million to switch to Kick, but he turned it down.
When asked why, Cenat struggles to articulate a clear metaphor. “Say, for example, you go to Steph [Curry] and you’re like, ‘Hey, man, we want you to be a running back [in] the NFL. You’re so good at basketball, but we want you to just leave everything behind right now and go to NFL football and be a running back,’ ” he says. “It doesn’t make sense! I’ve been on Twitch. I’ve built a core community. Kick is not my home. My home is definitely Twitch. If it ain’t broke, don’t fix it. That’s what I live by.”
Andrew Hetherington
Andrew Hetherington
And, unlike a number of popular streamers, he’s managed to stay clear of the political discourse that dominated the conversation in 2024. “It’s just because I don’t understand it. Some people say I should just do some research on it and, like, inform myself,” Cenat explains. “Now, I’m living in America, so it’s good to know what’s going on in politics. But like, I’m just not educated enough to speak on that.”
On the early January day I sit down with Cenat, Adin Ross, the superstar Kick streamer who famously interviewed President Donald Trump and gifted him a Tesla Cybertruck, made a statement apologizing for “raising a toxic community” on the platform and vowed to do better. “I want to rebuild,” Ross said. “I want to actually completely revamp and reset everything. I want to go back to stuff that matters. With that being said, every stream that I do, especially at this point, until I say something else, is going to be something that’s heartwarming and something that’s meaningful.”
Sounds a lot like Cenat, doesn’t it? He brushes off the idea. Cenat believes a fan base is a reflection of the creator. “So if you feed it nonsense, you’ll get nonsense. [Ross] realized what happened and now he’s trying to make a big change.”
But regardless of how he frames it, Cenat still has major clout. On Aug. 4, 2023, a full-on riot ensued in New York’s Union Square when he announced to his massive audience that, to celebrate his first streaming marathon, he would be giving away PlayStation 5 consoles and gift cards there. But he didn’t have a permit. Around 3 p.m., large crowds started to form in Union Square, and police took notice when people began to destroy public and private property. The New York Police Department called in 1,000 officers to the scene — and then all hell broke loose. Cars were destroyed, store windows were broken, and seven people were injured, including three NYPD officers. Over 60 people were arrested, half of them minors. It was a rare dark day for Cenat — but it proved just how big his brand and celebrity had gotten.
In 2023, Cenat and his small team — his assistant/production partner Brianna Lewis, his videographers and manager Nelson — traveled to Nigeria. And when they stopped by Makoko, a small, impoverished waterfront settlement on the outskirts of Lagos, they realized they were out of their depth.
The village didn’t have broadly available internet like the city itself, so Cenat couldn’t stream. But what really caught him off guard was the state of the Makoko Children Development Foundation School and Orphanage. “I went over [to Nigeria] just to go visit it, see how it is, and I went out where I just seen things that I was like, damn,” he says. He decided then and there to at least try to help improve the town. “I stumbled across this school that they had in this very small school building. These small classes and the kids were so eager to learn even in the condition that they were in. Don’t get me wrong: When I went to Nigeria, I seen beautiful parts. They got great big houses, fire cars — like, Nigeria is beautiful. [But] the place where I went to was Makoko.”
His first plan was to just fund some renovations to the school, but soon that didn’t feel like enough. So he decided to give 20% of his earnings from his November Mafiathon 2 to build a brand-new school in Makoko. “Hopefully it comes out exactly like what I’m imagining,” he says. “They said it’s going to be done this year probably, and I want to go back to Nigeria and see how it is and [have] like a grand opening. I want to be able to stream that.”
Andrew Hetherington
Cenat’s work in Makoko offers a window into how he envisions his future. He has dreams of doing more with the streaming format, but also, maybe, leaving it all together. Though he loves streaming, he wants to act in and direct movies. (Not TV, though: In his words, “No one watches TV anymore.”) Hart, whom he now calls a friend, has been helping him prepare for that next stage of his career; Cenat won’t share specifics, but says Hart has given him certain movies to watch and has been advising him. “I would love to be in movies and stuff; he definitely pushes me,” Cenat says. “He tries to connect me to the right people that direct and write movies and produce them.”
Would he leave streaming behind for Hollywood? Perhaps — but not right now. “Our good friend, [YouTube superstar] Mr. Beast, was like, ‘Why would you use something that you’re so good at to catapult you into another category? Just be completely dominant in the category that you’re in right now and just take over that.’ And I’m like, ‘Damn, he does make a good point.’ ”
His current solution to the conundrum: eschew Hollywood entirely and produce a movie on his own. “I want to be able to, like, put it out to the world,” he says. “I’m going to take a hit financially. But like, I want to be able to put it out to the world and just see if a company will pick it up.”
For the moment, Cenat remains laser focused on streaming. After all, his is one of the only streams that can genuinely help (or hurt) an artist’s career, at least in his mind. When Cenat panned GloRilla’s 2023 single “Cha Cha Cha” with Fivio Foreign, the Memphis MC blocked him on social media. He felt he was just being honest. “If there’s some bad music, I’m going to let you know it’s bad,” he says. However, according to Cenat, after their dustup, Glo glowed up. “We’re good friends now. And ever since I told her that one song was bad, she’s been making hits!” He’s not wrong. Ever since that spat, Glo has notched five songs in the top 40 on the Billboard Hot 100.
And when the biggest names in entertainment are DM’ing and texting you to ask to visit your crib and hop on your stream, what could possibly measure up next? Going bigger — even bigger than the movies. “I want to go to space!” Cenat exclaims. “I want to be the first human in space to float around, [stream] and talk my talk to my chat and then come back down to Earth.”
He’s serious, too. He wants to do everything he wanted to do as a kid, living and dreaming in that homeless shelter. “I want to have the whole Avengers on my stream one day,” he says with the enthusiasm of a middle schooler. “I really believe that’s going to happen one day.”
This story appears in the Jan. 25, 2025, issue of Billboard.
Days after a panel of federal judges voted to uphold a new law that would ban TikTok in the United States beginning on Jan. 19, the independent label Artist Partner Group (APG) started assessing how that might potentially impact its marketing campaigns — and how the company should adjust.
“It’s hard to imagine a reality where TikTok actually goes down,” says Alec Henderon, head of digital at APG. “But we need to be prepared. We are doing video shoots ahead of time, so if it does go, we have top-tier content hitting other short-form video platforms very quickly.”
J.D. Tuminski, former digital marketing lead at Def Jam and founder of Casadei Collective Marketing Agency, is also advising clients to be ready. “If folks are being smart right now,” he says, “they’re already putting plans in place for other platforms and thinking about alternative marketing strategies.”
Trending on Billboard
At least most music marketers have been down this road before. President Trump tried to ban TikTok in 2020 but was blocked by the courts. “We’ve had this conversation internally so many times,” sighs Rafael Rocha, CEO of the marketing agency NuWave Digital. “If I was a betting man, I would bet confidently that it will not get banned.”
Or maybe not banned for long. President Trump returns to office on Jan. 20, and recently he has appeared more enthusiastic about TikTok, saying he had “a warm spot in my heart” for the app. In addition, on Wednesday (Dec. 18), the Supreme Court agreed to hear TikTok’s challenge to the law that would ban it in the U.S. TikTok’s stance is that a ban would lead to “massive and unprecedented censorship of over 170 million Americans.”
Marketers are trying to prepare for the app’s potential disappearance nonetheless. No one wants to be caught flat-footed, especially because TikTok has “become such a large part of our execution when music is released and for teasing new music,” says Allison Laughter, vp of digital, marketing and streaming for Red Light Management. If the app were outlawed in the U.S., it would “hurt us in the short run for sure.”
The pain would probably be felt more acutely by rising artists who don’t yet have name recognition. “Where is new artist discovery happening in 2025 if this app completely disappears?” asks Johnny Cloherty, co-founder of the digital marketing company Songfluencer. “There is new artist discovery on Instagram Reels and YouTube Shorts — it just doesn’t happen on the same scale as it does on TikTok.”
Some genres that are reaching a new audience abroad might also be more vulnerable if TikTok use is prohibited. “Country music is bigger than it’s ever been, and we’re seeing more global success than we ever have,” Laughter adds. “It would be a shame to have an international platform taken away from us at a moment when we really have leverage with country acts. It’s slowing down a rocket ship while it’s hot for us.”
Many executives got some practice grappling with a TikTok-less existence earlier this year. On Feb. 1, Universal Music Group’s deal with the platform expired, and all its artists’ music was pulled from the app. A month later, many songs from other labels that featured contributions from Universal Music Publishing Group writers were removed as well.
“That was a wake up call for a lot of people,” says Dan Roy Carter, a former TikTok employee who recently launched Carter Projects, his own music marketing company. “That made people look at other platforms [outside of TikTok] and realize they have to develop them.”
But most marketers did not find that other short-form video platforms could fill the void left by TikTok’s absence. “Anyone I’ve spoken to who tried to pivot to another platform during that time frame generally didn’t find anything that was comparable straight away,” Carter says. That was certainly Laughter’s experience: “I don’t think that we found the sweet spot of how to mimic the success or reach we might see on TikTok with any other platform.”
If the TikTok ban did go through in the U.S., however, the platform would still be available for hundreds of millions of users globally (at least for now). And clips that are popular on TikTok often make their way to other social media platforms. “Say TikTok is banned here — that doesn’t mean that internationally it can’t be a part of a strategy to drive streaming,” says Jen Darmafall, director of marketing for ATG Group. “When you see Reels and Shorts make an impact on music consumption, it is often following something that’s going viral on TikTok first.”
Several marketers discussed using VPNs to circumvent a potential ban Stateside and continue to market their acts to audiences in Europe, Latin America and Asia. And digital marketers abroad would almost certainly see an influx of business from American artists and labels. “Hiring companies to be a liaison to TikTok creators outside of the U.S. is something that I would think about if I was a musician,” Tuminski notes.
Artists and labels would also watch carefully to see where TikTok’s large, famously active user base in the U.S. ends up. “If this goes down, we’ll need to be reactive towards where the content and the traffic and energy shifts,” Henderson says. “Short form video is not going away,” Cloherty agrees. “The TikTok audience will go somewhere.”
Reels and Shorts are typically mentioned as potential TikTok substitutes due to their short-form video focus. But other platforms can also serve as potential conduits for conveying music to listeners.
X, formerly Twitter, doesn’t pop up in many music marketing conversations these days, but Henderson has seen it bring in new listeners for rappers. He’s been focused on trying to harness the power of Twitch as well. The APG artist Flawed Mangoes saw a sizable jump in streams after appearing on the stream of Kai Cenat, one of the most popular personalities on the platform.
Marketers are also intrigued by the possibilities of Snapchat. “It’s still very heavily used by kids, but it’s not as heavily used by artists,” says Jenna Rosenberg, former vp of digital marketing at Atlantic Records. “There is an audience on there, it’s just that no one’s talking to them.” Darmafall has observed “more and more artists posting about following them on Snapchat.”
And if TikTok gets outlawed, the audience hunting for a substitute might end up on another app altogether, something that isn’t currently part of everyday conversation. “Platforms ebb and flow,” Rosenberg says. “Kids will find one that they’ll gravitate towards, and then we’re all going to have to learn it really quickly and educate the artists on how to utilize it.”
For now though, TikTok continues to operate in the U.S., driving new listeners to songs like Lola Young’s “Messy” and Sam Barber’s “Indigo.” “As people are building out their plans for any releases that are coming at the start of the year, they are still including TikTok as part of that plan,” Darmafall says. “It just can’t be your only plan.”
Twitch’s head of music, Cindy Charles, has died after being involved in a traffic accident last week in The Netherlands.
Twitch CEO Daniel Clancy confirmed Charles’ death Friday (Oct. 18) on LinkedIn. Clancy remarked that “anyone that uses music on Twitch owes a debt of gratitude to Cindy’s work. She always had a bright smile on her face even as she negotiated unprecedented music licensing agreements for Twitch including the recent DJ agreement.”
That deal, which specifically covers DJs who live-stream on the platform, was announced in June and involved Twitch signing music licensing deals with all three major labels — Universal Music Group, Warner Music Group and Sony Music Entertainment — as well as many indie labels represented by Merlin.
Charles was meant to speak on a panel Thursday (Oct. 17) at the Amsterdam Dance Event, an annual dance music industry conference in the Dutch capital, offering expertise for DJs using Twitch.
Trending on Billboard
Before her six years at Twitch, Charles worked as an independent digital media consultant and also spent three years at Amazon, where she worked as the head of business development in the music department of Amazon Ticketing, along with working in the Video Shorts department. Earlier in her career, she spent seven years at Viacom, where she managed digital legal and business affairs for entities within MTV Networks.
Beyond those positions, Charles served as an advisor to the board of governors at the Recording Academy, was a co-founder of Women in Digital, which has more than 1,500 members, and co-founded the San Francisco chapter of She is the Music.
Charles was based in Berkeley, Calif., and grew up in Queens, N.Y., majoring in political science at SUNY Buffalo. She is survived by her husband, Ricky Fishman, and her two sons.
“Every success, every setback, every moment of working toward our shared mission felt deeply personal,” Twitch’s Kira Karlstrom wrote in a remembrance of Charles, “because Cindy made it that way. She cared about her team with all her heart, and our work was an extension of that care.”
Reactional Music, which enables music to be personalized within video games in real-time, signed a licensing agreement with Beggars Group, home to indie labels including 4AD, Matador Records, Rough Trade, XL Recordings and Young. “Reactional Music is doing something really interesting in the gaming space,” said Beggars Group director of global commercial strategy Simon Wheeler in a statement. “It compliments our existing licensing team’s work and extends our reach with games developers and over three billion gamers across the world. We know that gamers are music consumers that over-index in their consumption of music and we’re excited to see what this new partnership will bring.” Reactional previously struck partnerships with music companies including Defected Records, Hopeless Records and Hipgnosis Song Management.
The Circuit Group, the recently launched company that aims to maximize the value of intellectual property for electronic artists, struck an exclusive distribution partnership with LabelWorx, the leading independent digital distributor for indie electronic music labels. Under the deal, Labelworx will manage all digital distribution for The Circuit Group’s roster of artists and labels, including Catch & Release and diviine. “We are thrilled to enter into this exclusive partnership with LabelWorx,” said James Sutcliffe, CEO/president of The Circuit Group UK, in a statement. “Their forward-thinking approach to distribution and their shared commitment to enhancing the value of artists’ IP aligns perfectly with our vision for the future. We are excited to provide our artists and labels with the tools they need to thrive in a fast-evolving industry.”
Trending on Billboard
Leading African streaming platform Audiomack partnered with Africa-based consumer payments provider Carry1st in a deal that will allow Audiomack’s customers in Africa to purchase subscriptions using local payment methods via Carry1st’s Pay1st payment solution. Audiomack subscriptions will now be available for purchase via the Carry1st shop in local currencies in Nigeria, Egypt, Ghana, South Africa, Kenya, Morocco, Tanzania, Cameroon, Côte d’Ivoire, Rwanda, Uganda, and Senegal. “Audiomack is incredibly excited to partner with Carry1st to expand our presence across Africa and make it easier for music fans across the continent to access premium features,” said Audiomack vp of marketing Charlotte Bwana in a statement. “Carry1st has been impactful in growing Africa’s gaming industry for creators and users, and we are confident we can replicate this approach in the music space.”
U.K.-based streaming service Mixcloud acquired European online music marketplace Encore, which helps artists connect with customers looking for live acts to book at their events. Encore will continue operating as an independent brand as Mixcloud helps steer the company’s future. Mixcloud co-founder Nikhil Shah will join Encore as its new chairman; Shah has been an angel investor in the company since 2019.
Australian music company Vinyl Group acquired the assets of London-based Web3 company Serenade in exchange for $800,000 in shares. Vinyl Group will additionally purchase Serenade’s U.K. subsidiary on a debt-free, cash-free basis, “for the purposes of expediting the expansion of the Vinyl.com business into the UK and European markets,” according to a press release. As part of the deal, several key Serenade employees have joined Vinyl Group, including CEO Max Shand, who will continue to lead Serenade while helping expand the Vinyl.com business. According to the release, sales of Serenade’s NFC-enabled “Smart Formats” have grown 56% month-over-month since launching in January, with a total of 12,000 units sold in the first half of the year. It adds that Serenade has commercial partnerships with more than 100 record labels including Warner Music Group, Beggars Group, Concord, Glassnote, FUGA and PIAS.
Music Venue Trust (MVT), a U.K. charity that represents hundreds of independent music venues in the country, acquired the 235-capacity Swansea, Wales indie venue The Bunkhouse under its Music Venue Properties’ #ownourvenues scheme with support from Swansea Council and Figurative, formerly part of Nesta. Under the deal, The Bunkhouse will be placed into permanent protected status. Launched in 2022, the crowd-funded #ownourvenues initiative has so far raised more than 2.6 million pounds from more than 1,250 individual investors and funding. MVT previously purchased The Snug in Atherton, Greater Manchester in October 2023 and The Ferret in Preston in May 2024, with additional venues identified for acquisition. Music Venue Properties has offered The Bunkhouse a rent reduction and a contribution to building repairs and insurance while committing to working with The Bunkhouse director Jordan McGuire to develop currently-unused parts of the building. “We can finally focus on continuing to develop the next generation of talent, knowing that The Bunkhouse is secure and will remain a cornerstone of Swansea’s music scene long after I’m gone,” said McGuire in a statement.
Killphonic Rights, a music rights management company specializing in publishing, distribution, neighboring rights and creative synch licensing, received a $3 million investment from Stilwell Creative Capital for a proportional stake of equity in Killphonic. The money will be used to expand services for Stilwell’s roster of artists, songwriters, labels and publishers. Stilwell will tap into Killphonic’s knowledge base and staff to increase collections and licensing opportunities for the catalog of rights it has acquired. The partnership was orchestrated by Amanda Schupf of MAX Music Management and Consulting, who will join the advisory boards of both Killphonic and Stilwell following the deal.
Believe completed its full acquisition of leading Turkish indie label Doğan Music Company (DMC) following the approval of the competition regulator. The Paris-based company previously acquired a 60% majority stake in DMC in 2020 before exercising the call option to acquire the remainder for a total of 38.3 million euros ($41.84 million).
Connyct, a new social network designed exclusively for college students, struck a licensing deal with Warner Music Group (WMG), allowing WMG music to be used in Connyct’s video-creation hub Events Center. “We created Connyct to spark joy and excitement around real-life experiences, a digital reflection of your favorite times,” said Connyct CEO/co-founder Matthew Berman in a statemetn. “We’re all about connection and discovery, meant to help users find people who share the same passions and want to publicize events to enjoy them with their friends. Our partnership with WMG takes this vision to the next level, allowing students to soundtrack their college experiences with an incredible array of music.” Connyct will be available for download on the iOS App Store in the coming weeks at select universities.
Ticketmaster and Tickets For Good unveiled a new partnership that will make it easier for live event organizers to donate tickets to nonprofit workers, healthcare providers and teachers. Via Ticketmaster’s Distributed Commerce API, any artist, sports team or other event organizer using Ticketmaster can allocate a portion of their tickets to Tickets For Good, which provides access to select live events for people who serve their community, for a booking fee of less than five pounds in the U.K. and less than $5 in the U.S.
Symphonic Distribution partnered with Twitch to give Symphonic artists the ability to include their music in the Twitch DJ Program. Once they opt-in, Symphonic artists can have their music used by any DJ on Twitch in their sets and earn royalties in the process.
L.A.-based artist management company Hills Artists struck a joint venture partnership with Firebird, a music company that provides career and brand guidance to more than 1,000 artists globally by leveraging data along with its team of experts. “By leveraging cutting-edge data science, increasing access to vital information, and mobilizing substantial financial power, we are uniquely positioned to build careers and transformative businesses,” said Hills Artists CEO Rupert Lincoln in a statement. “Firebird has cultivated something truly exceptional, and we are excited to take the next steps in our journey with them.” Hills’ roster includes Sasha Alex Sloan, Grandson, Aidan Bissett and LANY.
HipHopWired Featured Video
CLOSE
Source: Orlando Ramirez / Getty / Dr Disrespect
It was all disrespect after Dr Disrespect revealed why Twitch banned him from the platform permanently.
Guy Beahm, better known as Dr Disrespect, told the world that the reason Twitch dropped an airstrike on his account two years ago was that he got caught in 4K sending private messages to a minor that he said: “sometimes leaned too much in the direction of being inappropriate.”
In a lengthy and edited post, he shared on X, formerly Twitter, the ridiculously popular YouTube streamer shared details about the banning after former Twitch employees spilled the tea on the platform on Friday, writing that he “got caught sexting a minor.”
Speaking with The Verge, another former employee said, “Beahm was banned over messages sent to a minor that discussed meeting up at TwitchCon.”
In his response, Beahm claims there were no “real intentions” behind the messages with the unnamed minor, adding, “I should have never entertained these conversations to begin with.”
A Masterclass In Fumbling Bags
We bet Dr Disrespect means it when he says he shouldn’t have never entertained these conversations because he is fumbling bags.
The first fumble came when he lost his two-year exclusivity contract to stream on Twitch. At the time, he was one of the biggest stars on the platform, with 4 million.
Twitch never spoke about the ban, and Dr Disrespect played it off as if he didn’t know why his partnership with the platform ended, but he was able to amass over 4.7 million subscribers on YouTube.
But while he still has his YouTube page, he was fired from the video game studio he co-founded, Midnight Society, on Tuesday.
In a post on X, the studio’s head, Robert Bowling, wrote, “If you inappropriately message a minor. I can not work with you.”
The Verge also reports that Dr Disrespect’s partnership with gaming peripheral company Turtle Beach is also a wrap.
Don’t be surprised if other companies he is tied to follow suit.
Despite the cracks in his streaming empire showing, Dr Disrespect vows to keep streaming after he comes back from his “vacation.”
The video game subsection of X has been clowning Dr Disrespect and anyone who fixed their lips to defend him; you can see those reactions in the gallery below.
2. Lol, interesting how the energy changed so swiftly.
3. Smart move
4. Howling
5. Another bag bites the dust
Twitch signed music licensing deals with all three major labels — Universal Music Group, Warner Music Group and Sony Music Entertainment — as well as “a large number” of indie labels represented by Merlin, according to a blog post. The deals specifically cover DJs who live-stream on the platform; other uses of music are not covered.
Under the deals, starting this summer, DJs will need to opt into a new agreement that will apply to all streaming on their Twitch channels. Thereafter, a portion of DJs’ earnings on the platform will be paid to music companies, with the majority of those earnings subject to a 50-50 split between DJs and Twitch. To help DJs adjust to the change, Twitch says it will offer a one-year subsidy to help cover the difference in revenue that will be paid out to music companies, with the amount of the subsidy gradually reducing over time.
“It’s crucial that DJs understand the status quo on Twitch was not sustainable, and any viable future for the community required we find a solution,” the blog post reads. “We’ve worked with music partners over the past few years to develop this program. Without it, those who stream DJ content on Twitch without the necessary rights do so at the risk of receiving DMCA notifications and copyright penalties which could restrict their ability to stream on Twitch.”
Trending on Billboard
According to Twitch, the number of DJs streaming on the platform has “more than quadrupled” since early 2020.
Tencent and its subsidiary Tencent Music Entertainment acquired a 10% stake in Thailand-based entertainment platform GMM Music for $70 million, valuing the company at $700 million. The stake will be paid for with a combination of cash and a minority stake in the Tencent-owned music streaming app JOOX Thailand. According to a press release, the deal “will strengthen GMM Music’s spin-off plan” and allow it “to expand its business, achieve sustainable growth, acquire world-class expertise, and invest in future music innovations to keep pace with the rapid evolution of the global music industry.” In a statement, GMM Music CEO Phawit Chitrakorn said the deal will help the company “drive the New Music Economy in Thailand towards sustainable growth” while allowing it to expand its business in additional markets, including China.
Neon Gold Records, the independent label known for launching the careers of artists including Tove Lo, Charli XCX and MARINA, signed a global distribution agreement with Virgin Music Group. Recent releases from Neon Gold include Good Neighbours’ debut single “Home” (now receiving global support from Capitol and Polydor) and Mt. Joy’s “Highway Queen”; other acts on the roster include The Knocks and Juliana Madrid. The label also revealed its newest signing: alt-pop band Phantogram, whose new single, “All a Mystery,” was released May 31. Neon Gold previously had joint ventures with Columbia (2010-2013) and Atlantic (2014-2024).
Bandcamp partnered with EMPIRE in a deal that will allow the independent record label to expand retail opportunities for its artists, who include Shaboozey, Key Glock, Conway the Machine, Dinner Party, Olamide, Asake and Black Sherif. With the deal, EMPIRE artists will now have the ability to connect with Bandcamp’s community of more than 47 million fans, to whom they can directly sell digital releases, vinyl and exclusive merchandise through the Bandcamp platform.
L.A.-based record label D36, which centers on aspiring musicians from South Asia and its diaspora, formed a joint venture with Sony Music Entertainment. Through the joint venture, acts of South Asian heritage will better be able to connect with audiences in both South Asia and international markets, including the United States. D36 is run by CEO Abhi Kanakadandila and GM/co-founder Abdullah Ahmad.
The U.K.-based Night Time Industries Association (NTIA) partnered with KUVO Powered by DJ Monitor to help foster the adoption of KUVO’s music identification technology in U.K. venues — all in hopes of ensuring proper royalty payouts for creators of the music DJs play. According to a press release, NTIA will work to make KUVO’s technology “standard practice across the U.K. club and DJ events industry…with a focus on building towards a more transparent and fair music royalty ecosystem within the UK.” There is no cost for venues to participate in the initiative and there will be no effect on the license fees venues pay for music. It also “respects DJ setlist privacy — no details of which DJ played which tracks are captured by the technology and no playlists are publicised,” the release adds.
Downtown Artist & Label Services officially partnered with AI-powered marketing operating system SymphonyOS to offer SymphonyOS marketing tools to Downtown artists at a reduced price. The deal was struck after Downtown ran multiple successful SymphonyOS-driven campaigns with artists including Hunter Hayes, mehro and Ryan Nealon. SymphonyOS offers AI-powered campaign creation, aggregated analytics, a website builder tool and features including Forever Saves, which allows fans to “subscribe” to an artist’s future releases.
1336 Records, a new label venture from System of a Down’s Shavo Odadjian, launched in partnership with Sumerian Music Group. The first release under the deal is “Paradise,” the debut single from Seven Hours After Violet — Odadjian’s new band also featuring Taylor Barber (Left To Suffer), Morgoth (Winds of Plague), Alejandro Aranda (Scarypoolparty) and Josh Johnson.
SURF Music — a platform that allows songwriters, producers and other creators to connect, collaborate, package, pitch and sell their original unreleased music to Japanese, Korean and Taiwanese labels and A&R professionals — has welcomed Universal Music Japan, Sony Japan, Avex and Fujipacific to the platform as official users. By joining SURF Music, the labels will have the ability to explore SURF’s marketplace of unreleased demos using AI-supported search tools.
VNYLab, a new music platform designed to bring independent artists closer to their fans, acquired Patron Empowerment, the developer of the similar Rhythmic Rebellion platform. The multi-million-dollar deal will accelerate the growth of VNYLab, which is set to officially debut this summer. VNYLab was founded by Jon Zeit, Wes Mason and Nikki Fernandez. Patron Empowerment founder/CEO Greg Allen has joined VNYLab as a partner.
Ford signed a 10-year naming rights agreement with Notes Live for a new music amphitheater coming to Colorado Springs, Colo. The 8,000-capacity venue, formerly known as The Sunset and now called Ford Amphitheater, is set to open on Aug. 9 with a performance by Ryan Tedder and his band OneRepublic.
HipHopWired Featured Video
Source: Kaitlyn Morris / Getty / Lil Yachty
Popular streamer Kai Cenat got some high praise from Lil Yachty.
In a recent episode of Cool Kicks that was released on Saturday, Oct.14, Lil Yachty talked his ish in a rant about the streaming platform made popular by gamers, Twitch, boasting that he was one of the first Hip-Hop stars alongside “rapper” Post Malone on the platform.
The “Talk To Me Nice” crafter also used his rant to give props to Twitch’s current superstar streamers Kai Cenat and Adin Ross, both of whom have made successful careers off streaming alone.
Ironically, Cenat has confronted Ross about his use of the N-word.
[embedded content]
“Kai is my brother, shouts out to Kai. Shouts out Fanum, shouts out the whole AMP, shouts out f**kin’ Adin Ross,” Yachty said. “Yeah, for real. The young guys, the young bros, they goin’ crazy. Kai for sure got more money than, I think, 90 percent of rappers. 90 percent of rappers, I think Kai got more money than them. Adin too, sure!”
[embedded content]
Regarding Cenat, what Yachty is saying is definitely not cap. Cenat broke the record for subscriptions in a month, getting over 300,000 subscribers in the month of February alone.
Cenat has also won awards for his for his streaming.
Kai Cenat Drama
But he has also seen his share of drama. Cenat caught some well-deserved flack after allowing a white woman to say the n-word during a stream.
Cenat was also arrested in New York City in August for causing a riot with his impromptu PS5 giveaway. Still, Cenat remains as popular as ever, with people like Travis Scott and Offset vouching for him.
As for Yachty, his claims of being the first rapper on Twitch caught the ire of Soulja Boy, who is first to everything, it seems.
The rapper went on a nonsensical rant about Yachty’s comments.
Per Vibe:
I ain’t gon’ even cap, Lil Yachty, sit yo bi**h-a** down, ni**a,” Soulja Boy barked about Yachty’s claims. “Drake, you and Lil Yachty getting on my muthaf**king nerves. Lil Yachty, you is a bi**h ni**a. Fruity-a** ni**a. Painting yo muthaf**king toe nails and sh*t.”
“I’m getting tired of y’all f**k ni**as,” he continued. “You wasn’t the first ni**a to do sh*t. I’m getting tired of y’all pu**y a** ni**as, man.
Someone needs to tell Soulja Boy to chill, and it’s not that serious.
—
Photo: Kaitlyn Morris / Getty
HipHopWired Featured Video
Source: Jason Koerner / Getty
It’s been a wild summer for popular game streamer, Kai Cenat. He was arrested earlier this month for “inciting” a riot in New York City but later on won Streamer Of The Year at the Streamy Awards (yes, that’s a thing).
Now, the GOAT streamer is getting some star studded help from Travis Scott. The Utopia rapper is vowing to help Cenat get IShowSpeed show unbanned from Twitch right after Cenat announced that he is considering leaving Twitch if they don’t reinstate fellow content creator IShowSpeed. According to Game Rant, Kai isn’t too happy that Twitch shutdown IShowSpeed’s channel and is doing what he can to assist in their return.
Game Rant reports:
…Kai has solidified his position as the leading streamer on Twitch, thanks to his groundbreaking 2023 subathon that shattered numerous platform records. Similarly, IShowSpeed has amassed a staggering 20 million subscribers, though it’s worth noting that prior to his YouTube venture, IShowSpeed was an active streamer on Twitch. In 2021, IShowSpeed faced a permanent ban from the platform due to making sexist remarks during a show called E-Date.
Kai Cenat and IShowSpeed are known to be friends and frequently collaborate on hosting streams together. However, a prominent issue has arisen due to IShowSpeed’s Twitch ban. Twitch’s policy prevents banned streamers from returning to the platform, and this seems to be why Kai Cenat has been advocating for a reconsideration of IShowSpeed’s ban. His most recent effort took place just before the 2023 Streamy Awards during a livestream. He remarked that if IShowSpeed’s ban remains in place, he might consider leaving the platform. He then followed this up with a light-hearted comment, clarifying that his previous statement was made in jest.
This is a situation that the average Hip-Hopper on the block knows little to nothing about, but now they got Travis Scott riding with them? Could be a monster assist should the “Highest In The Room” rapper decide to flex his muscle in this situation. How? Who knows, but gamers must be excited about the news.
What do y’all think of this situation? Sound off in the comments section below.
HipHopWired Radio
Our staff has picked their favorite stations, take a listen…
08/10/2023
The record-breaking Twitch streamer has already amassed an impressive list of guest stars from the worlds of rap, R&B and pop.
08/10/2023