Twitter has announced details of planned expansions to its live and on demand programming, with a raft of new partnerships including deals with Live Nation and the MTV Video Music Awards.
Joined on stage yesterday (April 29) at the Digital Content NewFronts in New York by Madison Beer and MTV’s Sway Calloway, Twitter executives outlined details of the new hook ups, which span sport, entertainment, news and gaming.
Live Nation is set to launch a content and festival series exclusively on Twitter later this year, featuring 10 concerts over 10 weeks from 10 different artists. Content from festivals including Governors Ball, Lollapalooza and others will feature.
We can develop incredibly innovative ways to elevate premium content
Kay Madati, Twitter
MTV are debuting a Twitter-exclusive live stream dubbed “Stan Cam’ at the VMAs. Users will be able to see live audience reactions and backstage footage. MTV parent company Viacom will also bring red carpet coverage to Twitter.
Twitter’s global VP and head of content partnerships Kay Madati said: "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. "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."
Sarah Personette, vice president of Twitter Global Client Solutions added: "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. Cultural resonance is not only critical, but it delivers results for marketers who want to launch something new and connect with what's happening."
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