Live streaming continues to change the music industry, but this time, streamers N3on and PlaqueBoyMax are at the forefront, each signing unique record label deals that we've never seen before. Who would’ve thought we'd see live streamers partnering with major labels in 2025? What’s even more surprising is how different each deal is, showing the endless ways streaming can connect with the music industry.

First, there's the deal N3on inked with EMPIRE. Although N3on doesn’t make music himself, he often does IRL streams with artists and played a big role in helping LiAngelo Ball’s single “Tweaker” go viral, which now has over 100M+ streams on Spotify after premiering it on his stream. The EMPIRE deal includes access to studios and collaborations with mainstream artists, allowing EMPIRE to feature their artists on N3on’s streams to promote their music and reach his large Gen Z audience.

N3on live streaming backstage with Skrilla during his concert

Now, when it comes to PlaqueBoyMax, things are a bit different. Unlike N3on, PlaqueBoyMax doesn’t just promote artists on stream, he actually makes his own music live and produces tracks with the artists he brings on stream. He's turned this into a popular series known as “In The Booth,” where artists like Central Cee, Lil Baby, Quavo, Sexyy Red, Veeze, D. Savage, and more have made an appearance to show their talent off in front of tens of thousands of viewers. Outside of that, he also hosts Song Wars, which is an elimination-style tournament where he gets various artists to compete against each other on type beat challenges, and judges vote on which song is better, until one person is remaining.

As for his label move, PlaqueBoyMax signed with Field Trip Records and Capitol Records, where he will release and clear his music under. Just earlier this year, we got to see that play out with the release of his debut album Five Forever under the label.

PlaqueBoyMax’s debut album Five Forever, released under Field Trip Recordings and Capitol Records.

Ultimately, we’re only beginning to see how streaming is changing the music industry. Record labels need to stay aware of rising streamers and identify opportunities to collaborate with them in promoting artists and new releases. However, it's important that these partnerships feel authentic, as Gen Z audiences will be more likely to connect with them.