On 17 July, artist Logic announced his retirement ahead of the release of (seemingly) his final album ‘No Pressure’ a week later. “It’s been a great decade. Now it’s time to be a great father,” he tweeted.
As it turns out, it’s also time to sign a megabucks exclusive deal with a livestreaming video service. That service is Twitch, which has made Logic the first musician to sign the kind of exclusivity deal that has traditionally been reserved for gaming streamers.
“I’m blessed enough to have millions of fans and followers. So it is a great partnership. I’m going to bring new eyes to their service, they’re going to bring new money to my bank account,” he joked to The Verge, before (not joking) saying the deal is worth seven figures.
Logic already has more than 75,000 followers on Twitch ahead of a livestreamed premiere later today (21 July) of the new album.
“He came to Twitch as a gamer but understands the value of the Twitch community and how our passionate and engaged audience can also connect with and support his music,” said Twitch’s SVP and head of music Mike Olson in a statement.
“This type of streaming partnership is new for Twitch but speaks to what is happening on the service with our growth across non-gaming content, and particularly the massive interest we’re seeing within music.”
We reported on that growth in May, when a report by online-video firms StreamElements and Arsenal·gg claimed that 17m hours of ‘music and performing arts’ streams were watched on Twitch in April 2020. That was a 385% increase year-on-year, although still barely 1% of total viewing hours on Twitch.
Exclusive deals with musicians, even recently retired ones – “I’m not fooling myself. I’m a musician, I’ll always be one. I’m still gonna, like, rap on songs that probably won’t come out,” Logic told The Verge – are a sensible next step – even if the tagline of his channel (“Playing games and being a dad!”) suggests his broadcasts will be more focused on gaming than music.