Launched In the depths of the second UK pandemic lockdown (Jan 21 – Jul 21), Scruff of the Neck and Twitch formed a global partnership to launch Scruff of the Neck TV, the best of Indie, Rock, Alternative and Pop sounds of the UK broadcast globally via the @scruffoftheneck channel on Twitch, all from the award winning label & promoter’s Manchester UK offices & studio.
Harnessing the two-way dialog between creators and audience of Twitch, the show allowed fans the opportunity to connect and engage with artists in new and innovative ways.
Looking back at the achievements after concluding the project in February 2023, the show amassed 15.6 million unqiue views over 100 studio shows, with 300+ artists booked, 2 ‘in real life’ venue shows with audiences, 16,100 Twitch channel followers, 428 hours streamed, 27,000 people viewing at one point on a single show and two full UK music festivals streamed (Y Not Festival and The Alternative Escape).
Artist to perform and interview on the show became over 300 by the end and highlights included Bad Boy Chiller Crew, GIRLI, Cian Ducro, Lucy Spraggan Kid Kapichi, Kyle Falconer (The View) and Yonaka.
Presenters on the show included Abbie McCarthy (BBC Introducing, E4 Extra, BBC Sport, Lionesses Live & Reading Festival Host) Nels Hylton (BBC Radio 1 Future Alternative Host), Hattie Pearson (Radio X, Hits Radio), Maia Beth (BBC Radio 1) and settled in the second year with Jack Wood (Radio X, Kerrang! Radio, XS Manchester) who since became synonymous with the Scruff of the Neck brand.
Select content from the series can still be viewed on the Scruff of the Neck Youtube channel, and there are plans to one day return the show. Watch this space…