Twitch launched its new DJ program earlier this year to support artists more deeply on the platform, which was highlighted at TwitchCon in San Diego.
As the streaming era began to take hold on the internet, platforms like Twitch quickly became a home for DJs to show off their skills behind the decks and connect with their fans on a deeper level. While DJs were on the platform for years, their presence was kicked into overdrive during the pandemic when everyone was stuck at home. Countless livestreams featured artists from around the globe, like Gabriel & Dresden, making Twitch a go-to destination for anyone looking for an electronic music fix. At the same time, it began to find its footing with music on the platform.
Flash forward to 2024, and you’ll find that things are a bit different on Twitch when it comes to DJs. The surge in popularity has certainly subsided, but that doesn’t mean that there isn’t a thriving community that continues to champion the artists who call the platform home. Twitch CEO Dan Clancy said that while they’ve seen usage return to pre-pandemic numbers, “DJs have remained strong on Twitch, providing a similar share of overall hours watch.”
Twitch noted DJs’ presence on the platform, which led to the launch of a new DJ program this past August. “The Twitch DJ program was created to allow DJs to stream a wide array of popular music, develop and monetize their communities, among other benefits, including promotion on and off Twitch and on the Twitch homepage,” Dan Clancy shared. “This is an important step in supporting DJs on our service.”
Since launch, we’ve had tens of thousands of active streamers opt-in to the program. We take pride in being the first major service to offer a safe environment for DJs, and we’re excited to promote and support creators as they continue to grow their communities and build their careers.
Twitch CEO Dan Clancy
The new DJ program was the first step toward the future, and the recent edition of TwitchCon in San Diego helped put Twitch DJs into the spotlight. Over 30 DJs performed at various stages throughout the weekend, including the DinoDance Lounge on the exhibition hall floor, DJ sets in the Partner Lounge, and the massive Block Party on Saturday night in the Gaslamp District. According to Dan Clancy, DJs will also be “an integral part of future TwitchCon events.”
Showcasing Twitch DJs is only one aspect that TwitchCon brought to the table this year, as a dedicated DJ Creator Club was launched to give DJs access to Twitch team members and dedicated support. They’ve also announced that they’ll be hosting weekly promotional showcasing on up-and-coming DJs on Twitch while extending partnerships with brands like AlphaTheta, Pioneer, and Beatport to create new promotional and educational opportunities.
Twitch’s DJ program helps solve many of the problems that DJs have historically faced, including finding a place where they can consistently stream music without having to either tackle rights challenges or risk DMCA strikes.
Twitch CEO Dan Clancy
At TwitchCon, we spoke with Becky Saif, a UK-based DJ who spins drum and bass, about her experience on the platform. Like others, she fell in love with Twitch during the pandemic and hasn’t looked back. “I went from full-time touring to completely focusing my efforts online. I fell in love with the platform because of the long-lasting connections and friendships that have developed over the years,” Becky Saif told us. “I also love having a daily routine, getting in healthy levels of sleep, exercise, and nutrition – something that was seriously lacking from my old life.”
When asked about the new DJ program, she said she was initially “a bit worried” but was unsurprised about the changes when it launched. “It’s the music industry, and they’re always looking for a piece,” she told us. “Now that it’s official, Twitch will hopefully help to build on top, supporting DJs further, and it could end up being good for the creators and the platform. It’s too early to tell, though. It could go either way. I always keep in mind that everything ends eventually.”
Part of that uncertainty for many Twitch DJs was centered on one of the more controversial aspects of the DJ program: the apparent ban on playing unreleased music. While this new policy was enacted in compliance with music licensing from labels, it isn’t as black and white as it initially seemed. Pre-released music will be okayed if the labels place those tracks on the allowlist.
Labels that want to allow DJs to perform pre-released music on Twitch are able to allowlist tracks in our catalog, and we are encouraging them to do so. We understand the important role that DJs play in bringing new music to their communities, so we’re excited that we can work directly with labels to make sure DJs understand how and when they can play pre-released songs.
Twitch CEO Dan Clancy
While the future is always difficult to foresee, Twitch is seemingly taking steps in the right direction to highlight and support DJs on the platform. The aforementioned advancements, which range from spotlights to partnerships, are only one piece of the puzzle, as the platform remains one of the top places for DJs to connect with a dedicated community.
Streaming to viewers on Twitch is not a one-way interaction; it’s about fostering a connection with your live audience. The most successful DJs on Twitch are those who actively engage with their listeners in the chat, have fun and cultivate a sense of community together.
Twitch CEO Dan Clancy
Becky Saif called her experience connecting with a global audience “really great” and mentioned that it pushed her “to be a better artist, creator, and person overall.” This was also evident at TwitchCon, as we witnessed many fellow DJs and fans approach her to say hello and chat with her during the Saturday DJ meet-up.
I’ve found that when we build each other up, we become stronger versions of ourselves. My chat does that for me, and I do that for them. It’s really rewarding. I’m not at the point where I could solely rely on Twitch revenue to have a full-time wage, and this can impact the stream frequency, which is frustrating. Part of the grind!
Becky Saif
The community-building aspect found on Twitch is hugely important for DJs who are just starting their careers and others who want to emphasize their connection with fans. Few platforms have the visibility that Twitch does in the streaming realm, and none are currently offering the ability to grow quite like this platform is, either.
With all that in mind, if you’re an aspiring artist looking to make a splash, it’s clear that you shouldn’t count Twitch out when looking at places you can go to level up your career. The future seems brighter than ever for those on the platform.
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