Twitter is expanding its lineup of live and on demand programming across entertainment, news, sports and gaming with a new round of brand partnerships, including a concert and festival series with Live Nation and an interactive live stream at the MTV Video Music Awards (VMAs). The partnerships were announced on Monday (April 29) at the Digital Content NewFronts in New York City.
“When you collaborate with the top publishers in the world, you can develop incredibly innovative ways to elevate premium content and bring new dimensions to the conversations that are already happening on Twitter,” said Twitter global vp and head of content partnerships Kay Madati in a statement. “Together with our partners, we developed this new slate of programming specifically for our audiences, and designed the content to fuel even more robust conversation on Twitter.”
The Live Nation partnership will include 10 Twitter-exclusive concerts by 10 “world class” artists over a period of 10 weeks, as well as video moments from festivals including Lollapaloozo, Bonnaroo, Electric Daisy Carnival and Governors Ball.
Meanwhile, MTV is launching a brand-new, Twitter-exclusive live stream feature at this year’s VMAs called the “Stan Cam,” which will give fans the chance to select which members of the audience they’d like to see featured on a live reaction camera or follow “backstage and behind-the-scenes” during the show’s biggest moments. Additionally, MTV parent Viacom will be bringing back red carpet coverage of MTV, BET and CMT’s tent-pole events on the social media platform.
“Aligning with premium video content on Twitter is the way for brands to move at the speed of culture and connect to the most valuable audiences when they are most receptive,” added Twitter vp of global client solutions Sarah Personette. “Cultural resonance is not only critical, but it delivers results for marketers who want to launch something new and connect with what’s happening.”
Other announced video offerings include new and returning shows with the NFL, Major League Soccer, ESPN, Blizzard Entertainment, the Wall Street Journal, Bloomberg, CNET and TIME. Additionally, an all-new content partnership with Univision will target Spanish-language audiences in the U.S. across sports, news and entertainment.
Today’s announcement follows Twitter’s other recent partnerships with brands such as BuzzFeed News, FOX Sports, The Ringer, CNN, Marvel, the NBA, MLB, PGA Tour and the Drone Racing League in an effort to beef up their live-video content.