, who built the much-praised Spotify For Artists platform, was joining Twitch as Head of Product and Engineering for Music, a role he took because “there is a massive opportunity to help artists connect with their fans through virtual performances and live streaming.”
Olson tells me Twitch is unabashedly trying to “take a gaming monetization model and bring it to music.” Says Olson: “If you look at the addressable opportunity in terms of overall market size for gaming and music globally, they’re very close. The long-pursued holy grail is how you connect artists with fans, and Twitch unlocks that upside.
Twitch avoids the problematic “begging bowl” undertone that can plague artists on other direct subscription services like Patreon by offering fans something in return — an exclusive, interactive live video experience — that Olson believes has an immediate premium value in the mind of the audience.
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