Rolling Loud Announces Twitch Partnership to Launch Digital Music Festivals (UPDATE)

Rolling Loud and Twitch are partnering to present the latter's first-ever music content partnership, bringing the popular hip-hop festival online.

Rolling Loud and Twitch

Image via Rolling Loud and Twitch

Rolling Loud and Twitch

UPDATED 09/09/20 4:48 p.m. ET: After revealing plans for virtual events via Twitch, Rolling Loud has unveiled the lineup for its first livestreamed show.

Featuring performances by Swae Lee, Ski Mask the Slump God, NLE Choppa, Polo G, Smokepurpp, and many more, Rolling Loud's Loud Stream will take place this weekend (Sept. 12-13). The event will be available to view for free via Twitch, and is the first event to be held as part of the partnership between the streaming site and Rolling Loud.

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Rolling Loud and Twitch are partnering to present the latter's first ever music content partnership, bringing the popular hip-hop festival online.

With music events currently on hold in most of the world, Twitch will host Rolling Loud's first digital event in a series of three festivals. The first will be streamed on Sept. 12 and 13 exclusively on Twitch, and will be followed by more events later down the line. Rolling Loud has promised to bring some high-profile stars to perform at the events, with over five hours of live performances during each day.

"Streaming on Twitch transports viewers into a live concert atmosphere and creates an experience for artists to interact with fans in ways only possible on Twitch," said Will Farrell-Green, Twitch's Head of Music Content. "As in-person concerts are put on hold, we’re working to create an incredible backstage environment that fans can access from anywhere in the world. Rolling Loud has a powerful community of hip-hop fans, and we’re thrilled to partner with them for a first of its kind event that will bring their incredible live music brand to life." 

The digital music festivals aren't the only aspect of the partnership, however, as Rolling Loud will broadcast weekly content starting on Sept. 1. "Featuring content that intersects hip-hop, fashion, food, art, and gaming cultures, Rolling Loud is creating a virtual hub for one of the most dedicated and excitable fanbases in music," the company revealed on Monday. Recurring shows set to be broadcast on Rolling Loud's Twitch channel include the podcast The Rotation, a six-month long freestyle competition series entitled Got Bars?, and Loud Gaming, which will put professional gamers up against artists and athletes. 

"At Rolling Loud, our core business lies in exchanging energy with fans. The artist puts out the energy, the fans give it right back to the artist—it’s a complete power exchange. That’s what a concert, and more specifically Rolling Loud, is," added Rolling Loud co-founder and co-CEO Tariq Cherif. "When we planned to bring Rolling Loud to the virtual experience, we needed to find a partner that could help create that energy exchange and understand the core DNA of Rolling Loud. It only made sense to partner with Twitch—a service that thrives off of live engagement with fans and champions a diverse collection of creators." 

Look out for more from Rolling Loud and Twitch's partnership, including a line-up for the first digital music festival from them, soon. Get more info here.

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