After Years of Label & Remix Work, DJ Cova Has Taken Twitch to Another Level for DJs.
If you look at the history of DJ culture, you’ll see that resourceful jocks sometimes find unique solutions with products or systems not originally intended for them. In so doing, they often become early adopters of a variety of technologies – from early turntables and drum machines to more modern media platforms – that ultimately help all DJs. In the world of Twitch, where gamers rule the roost, DJ Cova has been one of those adopters and, indeed, a pioneer in the game for DJs.
A longtime jock, remixer/producer and record-label rep, Cova (aka Esteban Covarrubias) transitioned into the online world in 2016 with his Tweak Music Tips show. Originally on Facebook, the show migrated to Twitch in 2020, right at the beginning of the pandemic, and caught on with regular content that includes interviews of DJs and industry mover-shakers, reviews of the latest DJ-related gear, discussion of the DJ world’s latest issues, and more.
While Twitch and other platforms have given DJs some bumpy rides in the past few years, the platform has recently announced the Twitch DJ Program that finds the platform partnering with the music industry, hopefully ensuring a place for DJs for years to come.
We recently caught up with Cova to discuss his career, but also to talk about the Twitch platform and its exciting new connections with the DJ world.
DJ LIFE: What sounds/artists got you interested in music initially?
Cova: I was born in the U.S., but moved away when I was a baby. When we came back to New Jersey – my parents are Chilean – my dad gave me a radio. That’s how I discovered Kiss-FM, WBLS, and the older KTU. These radio stations played artists like Stevie Wonder, Diana Ross, The Dazz Band, and The Gap Band. My teenage cousins also had house parties. So, at the age of 5, I watched them dance and interact to these tracks, which felt like the soundtrack to my childhood.
DJ LIFE: What got you into DJing?
Cova: DJing wasn’t actually my initial plan. Even though my dad was the family DJ at all the parties, I was always set on becoming a music producer. That’s why I went to the Institute of Audio Research in NYC. However, I soon realized that the school focused more on recording than production. During my time there, I met a lot of people from all over the city – The Bronx, Queens, Brooklyn – and many of them were DJs. A friend even lent me some DJ equipment, and that’s how, I guess, it all began.
DJ LIFE: When you started spinning, what were you playing on?
Cova: The lent gear from one of my friends from IAR and he lent me two Lineartech belt-driven turntables – with a hand-made pitch control. My friend was an electrician and he created a makeshift pitch control for it, and I also got a Pyramid mixer. I later upgraded to Technics SL-1300 turntables and a Numark mixer.
DJ LIFE: How did you begin to make music?
Cova: Shortly after finishing the IAR program and starting to DJ, I bought an Ensoniq ASR-10 sampling keyboard. I was so excited that I told the young record-store clerk – named DJ Psychopath – I was going to make a record. He had just bought an E-mu SP1200 sampler himself, and replied with similar enthusiasm – “I’m going to make a record, too!”
DJ LIFE: So, what happened?
Cova: We decided to join forces and committed to creating an EP together. However, we quickly realized we lacked the necessary equipment. Since I had a basement apartment at the time, I borrowed as much gear as I could from my friends from school. Amazingly, we were able to finalize the EP using almost entirely borrowed equipment. It was eventually picked up as a white label and released as “The House of Style” EP. It was our first record and we had it played on New York radio in 2000. It had a house version of TKA’s “Maria” that Glenn Friscia broke on Hot-97 and then it got picked up by other New York radio jocks and eventually broke into other markets.
DJ LIFE: Not bad right out of the gate…
Cova: That “House of Style” EP was special for two reasons. It came from two kids who didn’t know anything about making records, but we just had the hunger. The freestyle sound had gone out of style, so revamping it into house was a way to bring the sound back. The second reason was that we got our record on the radio. I mean, radio and mix shows were so huge back then. Dave Mondo from Mondo Music was the one who made us make a couple of acetate records. Gave it to Glenn and a couple of other radio jocks… I tell him all the time that I wouldn’t be making records if it wasn’t for you believing in us! He was/is like a big brother!
DJ LIFE: How did you get entrenched in the business and label side of the music game?
Cova: After finishing my program at IAR, I realized I didn’t enjoy the recording studio aspect of music creation as much as I thought. So, I enrolled in school at William Paterson College and tried college radio, thinking it would lead to bigger opportunities. However, I disliked the limitations and rules of radio. Interestingly, my girlfriend, who had just graduated college and landed her first full-time job, worked at a record label. She suggested I intern there, and to my surprise, I loved it! That internship eventually led to my first job at a major record label. Unlike radio, I absolutely thrived in the label environment.
DJ LIFE: What were your jobs in the label world?
Cova: So, I started as an intern at Logic Records. I started in the CD library, just filing CDs and picking them up in the studio. But I got a job in BMG Special Markets. I knew how to DJ and how to record. I knew urban and dance markets, and I would pick special songs for special markets on certain budget compilations. I left the company as an A&R coordinator.
DJ LIFE: Also, you did remixes – what was the most memorable?
Cova: One of the biggest started as a bootleg – Whitney Houston’s “It’s Not Right, but It’s Okay.” We created that remix with The House Alliance. Whitney had just passed and we did it on whim from an instrumental we released on my Tweak Spin label at the time. We added the Whitney vocals to it and rearranged the track. It was like magic. Before long, it hit radio and DJs were playing the track on festival stages.
DJ LIFE: Explain Tweak Music Tips. When did it start, on which platform and what were your initial intentions?
Cova: You could say there was an element of fate involved in starting Tweak Music Tips in 2016. My parents were both teachers, and I found myself constantly explaining music gear, DJing techniques, or some other musical aspect to my friends. This led me to believe that interviewing people in the music industry would be a cool way to learn more myself, while also giving them a platform to share their stories and the valuable insights they’ve gained on their journeys.
DJ LIFE: When did you begin on Twitch?
Cova: So, we actually started on Facebook with occasional interviews. We interviewed artists like Crystal Waters, Dave Audé, and even Lady Gaga’s producer, White Shadow. We would sometimes multi-stream to Twitch since DJs were increasingly moving to the platform. Just as we were gearing up to interview David Morales in a couple of weeks, my stream encountered technical problems due to the multi-streaming. We ended up not focusing on Facebook – making it the secondary streaming location – and going all-in on Twitch in June 2020, at the height of the pandemic. Surprisingly, we had around 380 live viewers for that show on a platform we hadn’t focused on much! Our multi-streaming software was basic, so we couldn’t see the Twitch viewers or chat in real-time. Needless to say, the unexpected audience blew us away, and we hit the ground running from there.
DJ LIFE: Why did you become successful on the platform and how did you maintain your status after Covid?
Cova: There are probably two key reasons for our success. First, consistency was crucial. We established dedicated days and times for our streams, allowing viewers to schedule their time around our shows. This was a novel approach in the early days of live-streaming.
Second, we prioritized community-building. Even when we faced challenges, like a major artist cancelling an interview 15 minutes before our stream, we didn’t abandon our viewers. Despite the lack of a formal interview, I went live to explain the situation. Surprisingly, I found around 150 people already in the chat, thanks to my moderator’s heads-up. The audience’s enthusiasm – with raids and hype trains – was inspiring.
This unexpected audience engagement led me to interview the DJs who were actively participating in the chat. We even randomly sent interview links to viewers who were DJs themselves. The atmosphere was electric, and we reached a peak of over 400 live viewers. This experience solidified my belief that while big-name guests were great, the heart of the stream was the community. The true value came from the sense of unity fostered among DJs through our show and its consistent schedule.
DJ LIFE: You moved from Jersey to Florida in the past couple years – where are you physically doing the Twitch shows now?
Cova: When I first started the show, I actually ran everything out of a tiny home studio I converted from a bedroom. It was a bit of a shoebox setup, but it worked. Now that I’m in Florida, I’ve got a much more spacious operation going in our two-car garage. I’ve actually got two separate set-ups in the garage. One side is a green-screen setup, perfect for interviews. The other side is a full DJ setup with multi-camera functionality, which is ideal for demos and product review live-streams.
DJ LIFE: Can you break down what gear and software you are using to produce the show?
Cova: As for the tech side of things, I rely on Open Broadcasting Software, or OBS, for the main streaming software. For cameras, I use Sony A7IV and ZV-E10 DSLRs. For audio, I’ve got RØDECaster Pro mixers and Shure SM7B microphones. The Logitech Mevo cameras mounted overhead are a great addition – they let me zoom in and out for those close-up shots when needed.
DJ LIFE: What is it that works on that platform for you and other DJs?
Cova: Our show incorporates a variety of elements that resonate with DJs and viewers alike. We host DJ competitions, product reviews – like the AlphaTheta euphonia, OMNIS-DUO, and Rane’s Performer with motorized platters – and, of course, insightful interviews. We’re particularly excited about the new Twitch DJ program, which will provide DJs with their own dedicated category for better discoverability.
DJ LIFE: What things do DJs get wrong about the platform?
Cova: I see many DJs, especially veterans, overlooking the importance of building a virtual audience and creating engaging content. In today’s digital world, we’re witnessing people from all walks of life forging successful careers online. DJs who leverage Twitch effectively can tap into a vast audience and create new opportunities.
DJ LIFE: What numbers are you getting on Twitch and what numbers are realistic for DJs getting started on the platform?
Cova: Our viewership typically ranges from 100-300 concurrent viewers per stream, but it can vary depending on the specific show and guest. High-profile interviews can attract significantly more viewers, sometimes 10 to 20 times our usual numbers. For new DJ-streamers on Twitch, viewership can vary considerably. However, the average beginner streamer can realistically expect to start with around 14-30 live viewers. The key to growing your audience is consistency – streaming regularly at scheduled times. It’s also important to develop a theme for your stream, whether it’s focusing on a specific music genre or cultivating a unique visual aesthetic. Remember, Twitch is a global platform, so your audience can potentially come from anywhere in the world!
DJ LIFE: You had the Twitch CEO Dan Clancy on your channel late this past fall. What eyeballs did you get from that interview and what did he convey to everyone?
Cova: Man, that interview with the Twitch CEO was truly unforgettable. We anticipated a positive response, but it far surpassed our expectations. The stream peaked at an impressive 11.5k live viewers, and within 24 hours, it garnered nearly 500k replays, making it our most-successful show to date. There was a significant buzz leading up to the interview, as many DJs felt they weren’t getting the recognition they deserved on the platform. However, the CEO clarified that copyright issues were a major hurdle, not a lack of support for DJs. He was incredibly approachable and even offered valuable insights on utilizing Twitch effectively.
DJ LIFE: Regarding Twitch’s latest announcement, explain what it mean for DJs? What does it means for the music industry/labels?
Cova: This Twitch announcement feels like a major step forward for both DJs and the music industry, as a whole. For DJs, it opens the door to a new level of creative freedom. They can now legally mix and play new music, bring back older tracks, and curate playlists that truly reflect their unique styles and tastes. Plus, with the ability to monetize streams through label partnerships, this creates a whole new revenue stream for DJs. The music industry and labels benefit, too. Twitch provides a valuable platform for music discovery. Labels can leverage the platform’s reach and engagement to expose artists and tracks to a wider audience. Plus, the ability to track what’s being played offers valuable insights into listener preferences and trending artists. It’s a win-win! This feels almost like the next evolution of terrestrial radio, but with a video twist – DJs as personalities curating virtual stations. It’s a really exciting time!
DJ LIFE: From the announcement, what are the implications for DJs short-term and long-term?
Cova: Change can be tough to swallow in any industry, and I wouldn’t be surprised if there’s some pushback from DJs at first. But the good news is that this announcement seems to offer some stability – it sounds less likely they’ll suddenly shut down DJs who are genuinely trying to build something on the platform. That stability is exciting! I’ve personally seen DJs launch entire careers through streaming, then use that online presence to land gigs in real-life venues. This Twitch program feels like the next step in that evolution. For those bedroom DJs out there hustling away, this could be a chance to turn their passion into something truly global. Imagine veteran DJs, with all their experience, connecting with audiences worldwide… it’s a fantastic opportunity.
DJ LIFE: Were you surprised by the announcement?
Cova: To be honest, I was a little surprised by the announcement. DJs haven’t exactly been the biggest market on Twitch, so it wasn’t necessarily the first platform I expected to embrace us. But then again, Dan Clancy, the CEO, is a musician himself – a music lover, really. When he saw how DJs managed to build a community and keep things going without a ton of built-in support from Twitch, I think he was genuinely impressed. Honestly, I don’t know if this announcement would have happened under any other leadership. It feels like a genuine recognition of the value DJs bring to the platform.
DJ LIFE: Twitch is obviously a platform that’s not specifically about DJs – it’s really more about gamers. How do you think Twitch and its parent, Amazon, view DJs as a whole?
Cova: You’re absolutely right, Twitch is definitely more gamer-centric, but that doesn’t mean there isn’t room for DJs, too! Streaming as a whole is exploding, just look at how platforms like YouTube and TikTok have impacted different industries. Take TikTok, for example; it’s been a game-changer for music – launching underground tracks into the mainstream, breaking new artists, and even bringing older songs back to life. I think Twitch sees that potential for music discovery on their platform, and fortunately for DJs, they seem genuinely interested in supporting us in that process. Again, it’s a win-win, really!
DJ LIFE: What’s next for you?
Cova: Our passion is helping the DJ culture and music community. So, our main focus will always be supporting DJ culture and the music community. We recently launched an online music academy to help DJs develop their editing and production skills, taking their craft to the next level. This year, I’ve also been invited to speak at four events and conferences, including DJX in Atlantic City, on the topic of live-streaming for DJs, focusing on growth and monetization strategies. It’s a thrilling time! On a personal note, I recently got married, and I have to give a huge shoutout to my wife for always pushing me outside my comfort zone, especially when it comes to public speaking. In the past, I’ve always been more comfortable behind the scenes. But if sharing my knowledge can empower the next generation of DJs, then I’m all for it!