Twitter has announced it is now working with the world's top concert promoter. 

The social media giant's partnership with Live Nation was announced at the NewFronts conference in New York earlier this week. 

Esports 🎮 Twitter is partnering w/ The Modern Times Group, @IEM, @ESL, @Dreamhack bringing esports via connected devices #NewFronts pic.twitter.com/IfGf9O5mC7

— Twitter Marketing (@TwitterMktg) May 2, 2017

Twitter will stream video from Live Nation concerts onto their platform. Artists such as Train, Portugal The Man and Marian Hill are set to have their gigs streamed on Twitter. The first artist to do so, however, will be Zac Brown Band. This will take place on Saturday, May 13th. 

Twitter gave the following rationale to TechCrunch as to why the deal makes sense. 

“7 out of 10 of the most followed Twitter users are musicians, and Billboard’s Grammy Awards live pre-show was the most viewed entertainment live stream on Twitter to date.”

“Our partnership with Twitter allows us to amplify the live music experience creating a tool for artists to reach millions of fans around the world,” says Jordan Zachary, Chief Strategy Officer for Live Nation. “Through Twitter’s product suite, fans will be able to be immersed in the live experience and interact with each other in real time as they watch some of the year’s most exciting concert events.”

Partnerships

This is just one of a number of partnerships on the horizon in the Twitter world. The company is working on premium video content for MTV, Fashion Week and Bloomberg. 

The company says is has around 200 premium live video partnerships. 

“Music has always been one of the most Tweeted about topics on the platform, and now fans around the world will be able to experience concerts live on the same platform where they talk about what’s happening in music,” says Twitter COO Anthony Noto.