Jake Rosenthal tells
Billboard that the idea for creating a digital experience first took form as a virtual venue in video game Minecraft and has evolved into the Twitch series airing tonight. We really started thinking deeper and deeper about what was possible in digital and not only what was possible in digital, but what could be uniquely native to digital, says Rosenthal. We had this door of communication open with Twitch who had seen [the Minecraft experiment] being a successful event . and we really liked the way the platform enables deeply interactive experiences for those watching live.
Rosenthal describes the show as combining the spirit of