Twitter has teamed up with Live Nation to deliver 10 exclusive concerts, expanding its portfolio of live and on-demand programming.

The partnership will include concerts by 10 “world class” artists, as well as video moments from festivals including Lollapalooza, Bonnaroo, Electric Daisy Carnival and Governors Ball.

The social media company will also host an interactive live stream of the MTV Video Music Awards (VMAs) as part of the initiative.

“When you collaborate with the top publishers in the world, you can develop incredibly innovative ways to elevate premium content and bring new dimensions to the conversations that are already happening on Twitter,” Twitter’s global vice-president and head of content partnerships Kay Madati said in a statement.

“Together with our partners, we developed this new slate of programming specifically for our audiences, and designed the content to fuel even more robust conversation on Twitter.”

Twitter also has video content shows with the NFL, Major League Soccer, ESPN, Blizzard Entertainment, the Wall Street Journal, Bloomberg, CNET and TIME.

Twitter’s vice-president of global client solutions Sarah Personette, said, according to Billboard: “Aligning with premium video content on Twitter is the way for brands to move at the speed of culture and connect to the most valuable audiences when they are most receptive.

“Cultural resonance is not only critical, but it delivers results for marketers who want to launch something new and connect with what’s happening.”

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