Twitch offers a unique way for artists to reach fans and earn money. The growing criticism from music industry trade bodies about Twitch’s licensing strategy appears to be based on a misunderstanding of what Twitch is and isn’t – which is understandable, given that live streaming on Twitch is a new paradigm. Key to this seachange are Twitch’s roots in the culture of gaming. You can bring a horse to water, or you can bring water to the horse. Twitch is bringing music to gaming.