The Ultra Music Festival has named Twitch, the social video platform and game-streaming giant, as its official broadcast partner.

Slated for March 27-29 during Miami Music Week, the 17th annual fest will be broadcast live on Twitch at twitch.tv/ultra and will be powered by 7UP, the exclusive sponsor of the stream.

“We are always pushing the envelope, working with the most innovative companies to stay ahead of the curve and offer our fans as much value as possible,” comments Adam Russakoff, executive producer/director of business affairs/talent buyer, Ultra Music Festival and Ultra Worldwide. “We don’t tolerate mediocrity and our switch to Twitch is yet another step in the continuum.”

Twitch is ramping up its activities in the music biz. The firm recently announced two music-related initiatives: a fully licensed music library (Twitch Music Library) and a music content creation tool.

“Our community has illustrated a strong affinity for live music, making Twitch a compelling new way for artists to connect with their fans,” said Colin Carrier, CSO and head of music, Twitch. “Being able to host the Ultra Music Festival on our platform with sponsorship from a brand like 7UP is testament to the power of live social video.”

More than a hundred of the electronic music scene’s top names will perform at the fest, which is one of the biggest of its kind. Some of the DJs and live performers confirmed for this year’s show include Avicii, Carl Cox, Hardwell, Knife Party, Röyksopp, Skrillex, Steve Aoki and Tiësto. For the full line-up, visit www.ultramusicfestival.com/lineup. [Billboard]