Scruff Of The Neck U.K. To Launch Streaming Channel With Twitch

Scruff of the Neck TV stage.
– Scruff of the Neck TV stage.
This is where artists will perform live on Twitch starting today, Jan. 19.

Manchester, England-based music company Scruff of the Neck announced a partnership with Twitch, where it will present live performances, interviews and other content going forward.

Starting today, two bands each will perform live on Twitch, five nights a week until Jan. 31. The concerts will be hosted by BBC Radio 1’s Abbie McCarthy.
“The shows will be a split between live performance on stage and interviews with Abbie on a couch. We’ll be making sure we’re engaging with the Twitch community throughout so they can influence the shows,” a Scruff of the Neck rep told Pollstar.
The first acts taking to the stage on Scruff of the Neck TV, as the official Twitch channel has been dubbed, include Jack Curley, Low Island, The Lottery Winners, Bamily and Ist Ist. 
The full lineup can be found below, more artists tba.
The first ten shows in January are supposed to “hold a torch for the return of gigs around the country,” the partnership announcement states. From February, Scruff Of The Neck TV will start introducing content that goes beyond live performances.
To record the footage, Scruff of the Neck converted both floors of its Manchester office into a broadcast-ready space with a stage, podcast area and recording studio. 
Scruff of the Neck team:
– Scruff of the Neck team:
Founder and CEOMark Lippmann (left) and head of live Chris Brearley.

Company CEO and founder Mark Lippman has two clear visions for Scruff of the Neck: “The business vision is for streaming to be the lifeblood of the business and the cultural vision is for people all around the world to know Manchester for two things; Manchester United (football) and Scruff of the Neck (music),” he said, adding that the Twitch partnership was “a catalyst for both.”

He said the partnership revolutionized Scruff of the Neck’s business “at a time when being adaptive and forward thinking is crucial.”
Chris Brearley, head of live at Scruff of the Neck, added: “It’s no secret that working in live music over the past year has been tough, both for artists and their teams. 
“Partnering with Twitch, we’re excited to be able to create new opportunities for artists to reconnect with their fans by offering high-quality, free-to-access live performances and programming. 
“We hope that we can develop a space for new music discovery, while at the same time building an online community for those looking to immerse themselves in a gig experience and become part of the conversation around some of the most exciting talent on offer.”
Launching right in the middle of another full lockdown of the country by the U.K. government, the Twitch partnership is aimed at providing Scruff of the Neck’s artists “an effective and sustainable outlet – with the power to tap into Twitch’s enormous global audience – as well as vital work for the industry around them, at a time when it’s needed most,” according to the announcement.
Pollstar wanted to know whether all rights to livestream the performances worldwide were in place, seeing that Twitch is reportedly still in the middle of licensing talks with all relevant rights holders, but was denied further comment at press time.
Scruff of the Neck won an Association of Independent Music Award (AIM Award) in 2019 for its record label (Best Small Label). The company features a concert promotion business that’s usually running shows in the U.K. and Europe, as well as stages at international festivals. The Twitch partnership is a way of adapting to the latest crisis faced by this industry.
Artists Scruff of the Neck is credited with breaking include Cassia, Giant Rooks, and Pollstar Hotstars The Slow Readers Club.
Scruff of the Neck TV Upcoming Lineup:
Tue, Jan. 19th
Corella + Ellysse Mason
7:30-10:30 p.m. GMT
Wed, 20th
Larkins + Lucy Deakin
7:30-10:30 p.m. GMT
Thurs, 21st
ist ist
7:30-10:30 p.m. GMT
Fri, 22nd
Lottery Winners + Bamily
7:30-10:30 p.m. GMT
Sat, 23rd
Bad Boy Chiller Crew + The Rills
Tues, 26th
Jack Curley + Devon
7:30-10:30 p.m. GMT
Wed, 27th
Scruff of the Neck TV
7:30-10:30 p.m. GMT
Thurs, 28th
King No-One
7:30-10:30 p.m. GMT
Fri, 29th
Low Island + Dan D’Lion
7:30-10:30 p.m. GMT
Sat, 30th
Kid Kapichi
7:30-10:30 p.m. GMT