From the rap game to well… actual games.
Sir Robert Bryson Hall II, better known by his rapper name “Logic,” announced his retirement from music in mid-July and ventured into the world of video games after signing an exclusive multi-million-dollar deal with Twitch. This partnership marks the company’s first musician signing and highlights both the growing popularity of Twitch in the mainstream and the crossover of entertainment and video games.
Those familiar with Logic’s love affair with video games know that this partnership isn’t necessarily a surprising one, even after his retirement from a successful music career. He launched a YouTube gaming channel by the name of “BobbysWorld” back in 2016 and has since accumulated more than a million followers. There, he streamed games, released vlogs, and interacted with special guests, much of which is expected in his upcoming weekly Twitch streams.
“Logic will stream weekly on his Twitch channel which will include a mixture of in-studio sessions, special guests, AMA (ask me anything) style formats, and gaming,” the company wrote in a press release.
Logic’s first big stream came three days before his last studio album’s official release to the rest of the world, and it was a successful one. Broadcast to an average of nearly 81,000 viewers over just two-and-a-half hours, Logic peaked at around 100,000 viewers while promoting his then-new album No Pressure. Using the stream as a listening party for the new record, Logic racked up more than 11,000 subscribers and 200,000 followers, according to StreamElements.
This was a great start for the music artist to sign an official exclusive contract with Twitch and could open the door for more personalities and entertainers to further expand and promote their brands. Likewise, streaming platforms could leverage these brands’ influence to create changes to the way music is incorporated on live streams.
With the cancellation of all live performances and other public events due to the coronavirus pandemic, artists have transitioned to streaming platforms like Twitch and Stageit. The music industry has already taken notice of the significance of livestreaming and is steadily making itself a notable part of these platforms.
Twitch has also expanded their livestreaming music category to be a separate tab on the website alongside esports. The “music” category now has more than 3.3 million followers.
As Hall takes one of the first major steps towards a new era of streaming, we may see more prominent figures dive into the livestreaming stratosphere, bringing more views, value, and vision to the many worlds of entertainment.