Timbaland And Swizz Beatz’ Verzuz Reaches Distribution Partnership With X—Site’s Latest Media Deal

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The Dean Collection X BACARDI Untameable House Party - Day 2
X, formerly known as Twitter, announced Wednesday it reached a distribution deal with music producers Timbaland and Swizz Beatz to bring show-based content from their entertainment platform, known as Verzuz, to X, the social media platform’s latest exclusive media deal.

KEY FACTS

Verzuz, which was created near the start of the COVID-19 pandemic and presented viewers with creative battles between music producers, singers and rappers, will be available to watch for free exclusively on X.

Timbaland and Swizz Beatz, also known as Kasseem Daoud Dean, will keep full creative control and ownership of Verzuz under the deal, according to Billboard.

X’s partnership with Verzuz comes a few months after the Elon Musk-owned social media platform inked similar deals with the WWE and Range Media Partners, both of which revolve around sports content.


TANGENT

X’s media deals are likely a means of supplementing its advertising revenue. Bloomberg projected the company was on pace to generate $2.5 billion in ad revenue last year after bringing in more than $600 million in ad revenue in each of the first three quarters in 2023.


KEY BACKGROUND

Verzuz has featured artists such as Erykah Badu, Ludacris, Alicia Keys and Snoop Dogg since its launch in 2020. The platform was sold to short-form video company Triller the following year before becoming locked into legal disputes, according to Variety, which noted Verzuz was later reacquired by Timbaland and Swizz Beatz. Verzuz’ deal with X is one of three the social media company has announced since January. X signed a deal for at least 10 shows developed by Range Media Partners that will feature sports radio host Jim Rome. X also announced a partnership with the WWE in February that has since brought exclusive five-minute wrestling matches to the platform. The programming, known as WWE Speed, airs weekly. Though not done through official deals, X has also managed to draw large creators such as Mr. Beast, also known as Jimmy Donaldson, to its platform. In January, Donaldson posted his first full-length video to X and revealed he made $263,655 from the video through X’s revenue share program for creators.

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