Budweiser is reaching young consumers by providing access to free music on Twitch.

Budweiser is reaching young consumers by providing access to free music on Twitch. Brands are catching up to the idea that gaming is vital to reaching the next generation, and over the last year, Twitch (a hotbed of game streaming) has become a youth marketing mainstay. White Claw was the first brand to host a live event (the “White Claw Winter Games”) on the platform, and now Budweiser is making a unique appeal to Twitch streamers. The brand is introducing a “Royalty Free Bot” that provides users with music to use in their videos, combating a platform-wide issue where content creators are blocked if they use music they don’t own the rights to. The Bot will aim to “raise the profile of musical talent signed with Budweiser” in their BudxRecords label company. Allowing streamers to use this music will ultimately raise brand awareness and affinity. Music and gaming are some of the top passions young consumers care about, and integrating the two into a brand collaboration is a smart move by Budweiser.