Universal Music Group’s (UMG) Central Europe decision has announced a multi-year partnership with esports company ESL that includes the launch of a joint record label.
The tie-up will see the label team scout out and sign promising artists, who will then be promoted through ESL’s global tournaments and channels. Artists picked up by the label will also perform at live competitive gaming tournaments during half-time shows and prior to grand finals around the world.
In addition, the deal will include the exclusive integration of new music into live game broadcasts and various ESL social media channels.
Frank Briegmann, president and chief executive of Central Europe UMG, said: “Together, our dedicated new label, with its laser-sharp focus on the artists and music of esports, will provide the soundtrack to the gaming experience for this massive global audience for years to come.”
Bernhard Mogk, vice president of global sales and business development for the ESL, added: “Music is a universal language and, like gaming, one of the key-pillars of pop-culture. Over the last couple years, live music acts have become an integral part of our global tournaments.
“We are looking forward to giving new artists and talent a new platform to perform on and to provide even more entertainment to our fans, both on-site and for everyone watching our live streams around the world.”