Twitch Launches TikTok-Style Interactive Karaoke Game 'Twitch Sings'

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Twitch Sings! 

The Amazon-owned platform has deals in place with all the major music publishers, nearly 200 independent publishers and all copyright collecting societies.

Amazon’s game-streaming service Twitch has publicly launched its first game, Twitch Sings, a karaoke-style interactive experience designed for live-streaming.

Announced at TwitchCon Berlin over the weekend, Twitch Sings -- which launched in beta last year -- includes thousands of classic karaoke tracks that users can either sing on solo or duet with others. Viewers will have the opportunity to propose silly challenges -- like “sing like a cat,” for instance -- request songs, share performances and “cheer to activate light show ovations” as a way of encouraging streamers, who can sing as themselves or through an avatar.

“Twitch Sings unites the fun and energy of being at a live show with the boundless creativity of streamers to make an amazing shared interactive performance,” said Joel Wade, Twitch Sings executive producer, in a statement. “Many games are made better on Twitch, but we believe there’s a huge opportunity for those that are designed with streaming and audience participation at their core.”

At launch, Twitch Sings had deals in place with all the major music publishers, nearly 200 independent publishers and all copyright collecting societies. The game, part of a larger push to stretch Twitch’s appeal beyond the gamer community, is designed to take advantage of Twitch’s live-streaming capabilities and engage viewers who don’t stream anything themselves. Twitch has been expanding its non-gaming offerings as of late, including a recent multi-year deal with Disney Digital Networks that brought a number of the network’s stars into the Twitch fold. Twitch has also ventured into original content with such shows as the sneaker-culture series FreshStock and the Choose Your Own Adventure-style sci-fi series Artificial, which returned for a second season this month.

Twitch Sings is being seen as a major competitor with TikTok, whose parent company ByteDance is reportedly stuck in contract negotiations with the major. The labels are reportedly asking for hundreds of millions of dollars in “guaranteed money” that ByteDance has so far refused to pay. If a deal isn’t reached, the labels may pull their catalogs from both TikTok and its Chinese counterpart Douyin entirely.

Twitch launched in 2011 as a spin-off of the now-defunct streaming website Justin.tv. It was later purchased by Amazon in 2014 in a $970 million deal. The site currently boasts 2.2 million broadcasters and 15 million daily visitors.