T-Pain Secures Partnership With Twitch To Produce New Shows
World-renowned artist T-Pain has been an avid streamer for years now, producing content through his Nappy Boy Gaming community. His work has not gone unnoticed as the two-time Grammy Award-winner has announced an official content partnership with Twitch, strengthening a connection between the music and live-streaming communities.
Last night (Oct. 28), the Florida great kicked off his collaboration with the popular streaming service with an exclusive listening party that featured his newest single, “I’m Cool With That,” which you can hear for yourself below.
The track was produced in collaboration with the Twitch community and will become part of the “Powered by T-Pain” Soundtrack by Twitch playlist.
Under the new partnership, T-Pain will assist Twitch in creating content for the platform, including monthly “Post Ya Song” and “Post Ya Beat” reviews from community producers featured on his channel.
In a statement, Twitch VP and Head of Music Tracy Chan said the new deal will reflect the “empowerment” focus they want to have for artists and will showcase how Twitch users can make a living off music. “Twitch has always been a creator-centric service, and we are consistently pioneering new ways in which musicians can live off their art,” she said. “T-Pain is a shining example of a Twitch creator who is leveraging his community to curate his sound and give back — and he is inspiring other creators of all levels to do the same.”
The Amazon-owned company is leveraging T-Pain’s active presence on the platform and his 765,000 followers to help Twitch expand beyond its gaming roots. With its efforts in making progress to resolve issues between creators and the music industry, the National Music Publishers’ Association and Twitch announced an agreement last month to work together “to build productive partnerships between the service and music publishers.”
A press release notes that “the music category on Twitch has grown immensely over the past year — increasing 550% year over year.”