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Twitch has hired Spotify’s Director of Product Administration, Tracy Chan, to be its new head of product and engineering for music - a move that further establishes the company’s move into live music streaming.
Chan is joining the Amazon-owned streaming platform’s growing music team, at a time when many musicians are turning to Twitch to support themselves during the coronavirus pandemic, as they’re no longer able to earn an income from live concerts.
Chan joined Spotify in April 2016 after the company bought his photo aggregation startup, CrowdAlbum, in order to add to its marketing tools aimed at artists. Prior to founding CrowdAlbum in 2012, Chan was a product manager at YouTube.
Chan will report to SVP and head of music Mike Olson. He will focus on evolving the Twitch experience specifically for live music and helping artists and fans better connect in real time.
Twitch is most commonly known for the live streaming of video gaming, but has recently made a move into live music streaming, and is gaining a lot of momentum in this venture. Recently, Twitch has featured live performances from major artists John Legend, Diplo and Willie Nelson.
“I have spent my career building creator tools and I believe there is a massive opportunity to help artists connect with their fans through virtual performances and live streaming, which is what led me to Twitch,” Chan said in a statement to TechCrunch. “Across the board, and especially at this moment in time, we are seeing disruption in the music industry as artists are having to find new ways to both make money and interact with fans.”