X, formerly known as Twitter, has announced a distribution deal with music producers Timbaland and Swizz Beatz to bring content from their popular entertainment platform, Verzuz, exclusively to X. Verzuz gained prominence during the COVID-19 pandemic for its creative musical battles between producers, singers, and rappers.
Under the terms of the deal reported by Billboard, Timbaland and Swizz Beatz will retain full creative control and ownership of Verzuz. This partnership adds to X's growing portfolio of exclusive media content, following recent deals with WWE for short wrestling matches and Range Media Partners for sports shows.
Financial details of the Verzuz deal were not disclosed, but X's strategy of securing exclusive content deals like these is seen as a move to bolster its advertising revenue. Bloomberg estimated X could generate up to $2.5 billion in ad revenue last year, building on a strong performance with over $600 million in ad revenue per quarter in 2023.
Verzuz, known for featuring artists such as Erykah Badu, Ludacris, Alicia Keys, and Snoop Dogg, was initially sold to Triller before returning to the ownership of its creators due to legal disputes, as reported by Variety. This deal with X marks one of three major media partnerships X has announced since January, showcasing its efforts to diversify content and attract a broader audience.
Beyond formal agreements, X has also drawn prominent creators like Mr. Beast to its platform, leveraging revenue-sharing programs to incentivize content creation. This strategy reflects X's push to expand its media offerings and compete more aggressively in the social media and entertainment landscape.
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