Universal Music Group Central Europe has agreed a multi-year partnership with esports company ESL that includes the launch of a joint label.
As part of the deal, artists that sign to the label will be promoted through ESL’s global tournaments and channels.
Promotion will also include the exclusive integration of new music into global live broadcasts and ESL social media channels, as well as performances during live tournaments, which will take place during half-time shows and prior to grand finals globally.
In 2017, more than 300 million people watched ESL events around the world.
Frank Briegmann, President & CEO Central Europe Universal Music Group and Deutsche Grammophon said: “I’m delighted that UMG and ESL, two market leaders in global entertainment, have joined forces.
“our dedicated new label will provide the soundtrack to the gaming experience for this massive global audience for years to come.”
frank briegmann, universal music group
“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, SVP Global Sales & Business Development, ESL added: “Music is a universal language and, like gaming, one of the key-pillars of pop-culture.
“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.”
bernhard mogk, esl
“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.
“This joint venture with Universal Music is a win-win for everyone.”
The relationship with ESL and label partnership will be managed out of Universal Music Group’s Berlin headquarters by Dirk Baur, President Marketing Labs and Gustav Käll, Head of Esports at UMG, Central Europe, who will oversee day by day operations.
“I am excited to be part of the first team to work on identifying and pushing artists specifically for the esports space.”
Gustav Käll, universal music group
Käll said: “I am excited to be part of the first team to work on identifying and pushing artists specifically for the esports space.
“Marketing Labs specialises in strategies for content targeted at a digital audience and it will be a treat to develop international and multi-platform approaches for the global gaming community.”
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