Rolling Stone magazine, founded in 1967, in the depth of the free love and rock music revolution sweeping America, launched its first Twitch channel today, March 1. Rolling Stone announced that the new channel will have original live content hosted by Tia Hill and Jon Weigell, a diverse, Gen Z duo, who are video content creators and social media influencers. Twitch has tens of thousands of partner channels covering far more than gaming, for which it is well known. Music is a growing area on Twitch which is complimentary with the young audience often watching gaming content on the platform.
“The Rolling Stone on Twitch” channel will be streamed five days a week. On Mondays, Wednesdays, and Fridays the channel will present a two-hour live variety show. On Tuesdays and Thursdays, Rolling Stone will produce live music performances. The first live performances will be from Marcus King and Ted Park. The Rolling Stone shows on Twitch will have “an array of guests: both emerging and established musicians, comedians, actors, political figures, and journalists,” Rolling Stone said in their announcement.
Twitch, founded 10 years ago, has become the dominant live streaming platform on the Internet in the U.S. As of February 2020, it had 3 million broadcasters monthly and 15 million daily active users, with 1.4 million average concurrent users.
The Rolling Stone channel will allow fans to interact directly with their favorite artists
and performers. Executive Producer Christopher Cruz from Rolling Stone said the goal for the channel is to introduce audiences to Rolling Stone content in an entirely new way. “This channel is a labor of love for the Rolling Stone staff, and is an opportunity not just to bring our brand of storytelling to new audiences, but make them a part of the story.”
Ari Evans, CEO of Maestro.io, and a veteran entrepreneur in the live streaming industry, commented on this expansion by Rolling Stone into live streaming, “This is another example of how the music industry is expanding into the still largely untapped medium of live streaming. Furthermore, live streaming of virtual concerts and digital experiences are proving to be big revenue producers. For example Billie Eilish’s recent streaming concert, powered by Maestro, was one of the biggest monetized events of 2020. Rolling Stone’s new channel taps into new audiences, alternative monetization strategies, and a live interactive voice for the brand in the Twitch world. Hopefully it will further encourage other brands and artists to follow suit.”
Just five years after Rolling Stone magazine was founded, a hit song was released by Dr. Hook in 1972, called “The Cover of Rolling Stone.” Ever since then major music, cultural and political figures have sought to be on the cover of Rolling Stone. Now maybe we will see Twitch on the cover of the Rolling Stone.