First ever Twitch online festival

31 July 2019 - Press release

The first ever live streamed online music festival on Twitch.tv kicks off at 6pm (UK) 1st August.

The in-house digital agency of the music marketing and management company, Autonomy have put together the first live streamed music festival on gamers platform Twitch.
'Multi-stage' performances from UK and US artists include brother and sister duo The Luck.
Additional partners are CountrylineTV and Gibson Guitars, RCM and Fifth Element

This online music festival streamed on Twitch.tv is a groundbreaking initiative from Autonomy, who have pulled all the partners together to create a 3 hour online festival that brings in acts from both sides of the Atlantic via an interactive. Jack Widdison from Autonomy said "we're always on the lookout for ways on how we can promote our artists through new innovative methods, often led by those opportunities lent to us in the ever-evolving digital world. The Luck were already one of the few music creators who have a presence on the predominantly gaming focused platform. However what really stands out to me most is the community driven focus that Twitch has with features of live in-stream chat, voice/text chat rooms where fans can engage with each other off broadcast and with the creators, who can gather fans together for key campaign moments and more. Music festivals are all about good music and being around people who love it too. This presented an opportunity to merge together some of the platform's most exciting music creators to an interactive and engaged online community to deliver a virtual festival experience."

Brother and sister duo, Max and Esmay Luck have been performing and gigging on the gaming platform, Twitch, for two years and amassed over 20,000 followers - at times playing to 8000 people online and raising $15,000 for charities around the world. Predominantly known as a streaming site for gamers, The Luck have used Twitch in a truly pioneering way to gain music fans and promote their releases by playing online concerts.

The pair knew they wanted to thank their loyal Twitch fanbase in the run up to the release of their new album, and after some brainstorming 'The Luck & Friends' was born, a revolutionary virtual music festival of some of the top original music streamers on the platform. Legendary guitar company Gibson guitars will host this Twitch community event at their London HQ, and it will give fans and first-time listeners alike the chance to listen to and experience live sets from The Luck and their friends from around the globe.

Max and Esmay, who will be streaming from a Gibson location in London, will be joined by 'Tammy Blackmedia' in San Francisco CA, 'Ortopilot' in Manchester UK, 'A Couple Streams' in Austin TX and 'Megan Lenius' in Anoka MN, and the event will be compered by Nathalie Cox from CountrylineTV who will also be interviewing the acts between sets. The festival, conceived and produced by Jack Widdison from Autonomy Music Group (autonomy.digital) with Rosie Croft from RCM with Cat Hockley of Fifth Element PR, and directed by Olivier Behazdi from Sassy Films, will be broadcast directly from the Global Twitch home page on the 1st August 2019 from 6pm for 3 hours and Max and Esmay will open with tracks from their hotly anticipated forthcoming album 'Ready to Run'.

Twitch – which was acquired by Amazon in 2014 – even flew the band over from London to Los Angeles in 2017 to perform at "TwitchCon", their own annual conference which attracts over 50,000 people. The platform has been expanding its non-gaming offerings as of late, including a multi-year deal with Disney Digital Networks, and most recently an interactive karaoke game 'Twitch Sings'.

"In our genre of music it can be hard to build a following these days without endless touring, and endless touring really needs the support of a major label!" said Max when asked about their creative use of technology. "Twitch has been an amazing way for us to connect with new fans all over the world and share a live, real-time conversation with viewers during performances, laugh at in-jokes, and really be ourselves"

Autonomy and its sister company autonomy.digital are currently working campaigns for acts as diverse as Feeder, Wildwood Kin, Irish institution Damien Dempsey, Classical Brit nominee Carly Paoli, and Americana award-winning Curse of Lono.

Find out more about the live stream at theluckmusic.com/twitch-festival

The Luck interview with CountryLineTV: https://watch.countryline.tv/watch/34826454

The Luck Live session with CountryLineTV: https://watch.countryline.tv/watch/34826513

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